Guanajuato tourism development and regulation

Guanajuato has initiated several efforts to promote and regulate its tourism sector. Initially, state officials focused on regional collaboration, presenting six destination cities to neighboring San Luis Potosí to highlight cultural and gastronomic attractions. This period also saw public scrutiny following a social media video involving a dispute between tourists and a tour guide, who allegedly forced visitors to specific museums to collect commissions.

In response to sector challenges and reports of fraud by certain operators, the state has moved toward formalizing protections and development. The State Advisory Council for Magic Towns held its first session to plan for sustainable development across six specific destinations: Dolores Hidalgo, Mineral de Pozos, Comonfort, Salvatierra, Jalpa de Cánovas, and Yuriria. This council, described as the first of its kind in Mexico, is preparing for the National Meeting of Magic Towns in Tampico, Tamaulipas.

To safeguard travelers against scams, the Guanajuato Tourism Promotion Council (COFOTUR) is collaborating with the Federal Consumer Protection Agency (PROFECO) to establish a certification process for travel agencies. Authorities have advised citizens to be wary of suspicious offers, such as packages priced significantly below market value.

Building on these efforts, the government established the Special Commission for the Coordination and Professionalization of Travel Agencies. Led by the Secretary of Tourism and Identity, María Guadalupe Robles León, this permanent body integrates government authorities, legislative representatives, and business organizations. The commission focuses on updating agency registries, providing professionalization, and launching a safe purchase campaign to help travelers identify formal agencies.