Mexico’s Tourism Ministry Completes First Phase of National Strategy to Strengthen 177 Magical Towns.
MEXICO CITY (Aug. 13, 2025) — Mexico’s Ministry of Tourism (SECTUR) has finished the first phase of its National Strategy to Strengthen Magical Towns, a program designed to help 177 Pueblos Mágicos grow sustainably and benefit local communities.
As of July 31, SECTUR has completed gathering all the necessary information from every Pueblo Magico in Mexico to create public policies that improve tourism quality, protect each town’s culture and traditions, and bring economic benefits to residents.
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The National Strategy for Strengthening Magical Towns aims to professionalize, consolidate, and promote these destinations without losing their identity or unique characteristics.
“In this administration, tourism is seen as a generator of shared prosperity,” said Secretary of Tourism Josefina Rodríguez Zamora. “Today, more than ever, we are working toward a tourism industry that generates jobs and well-being in resident communities, making them part of the good news sector.”
Five Pillars of the Strategy
The plan follows five main pillars: sustainability, infrastructure, professionalization, promotion, and marketing. The goal is to make each Pueblo Mágico stronger as a tourism destination while keeping its unique history, traditions, and way of life.
With 100% of the technical information collected, SECTUR now has a strong base to plan future projects that will help these towns grow responsibly and attract more visitors.
Partnerships Helping the Towns Grow
Sectur–BBVA Alliance
Through the Avanzamos por México campaign, BBVA is giving national visibility to Pueblos Mágicos and the Mexico tourism brand. This includes 150 million pesos a year in advertising on ATMs, cash registers, and BBVA’s social media. The alliance also:
● Helps tourism service providers open bank accounts and get financial training
● Supports digital tools for towns like Real del Monte (Hidalgo), Zacatlán (Puebla), and Santiago (Nuevo León)
● Expands access to credit for small businesses through NAFIN and BANCOMEXT
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Sectur–VISA Strategic Alliance
This partnership uses technology to study how international tourists spend money in Mexico. The data will help promote Mexico more effectively, improve payment options for visitors, and guide policy decisions.
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Alliance with México Desconocido
This media partnership promotes more than 200tourism and cultural events nationwide. So far, 17 states have participated, with 243 events published online. This increases visibility for Pueblos Mágicos and encourages more travelers to visit.
New Programs to Attract Visitors Year-Round
National Sports Tourism Policy
To spread tourism more evenly through the year, SECTUR is working with seven states (Aguascalientes, Durango, Hidalgo, Morelos, Sinaloa, Tlaxcala, Zacatecas) and the Magical Town of Zacatlán to host sporting events. Forty-two sporting events have been held so far, which have brought an estimated economic impact of 583.1 million pesos.
Magical Color Routes
This program gives town centers a fresh look with colorful paint and murals, making them more attractive to visitors. To date, 170 municipalities have applied for the program, and 48 agreements have been signed. Thirteen towns have completed projects, and 10 more are now working on murals, each with an investment of 800,000 pesos.
Why the Pueblos Mágicos Program Matters
The Pueblos Mágicos program started in 2001 to recognize towns that represent the heart of Mexico’s culture, history, and natural beauty. Examples include San Sebastián del Oeste in Jalisco, Real de Catorce in San Luis Potosí, and Palenque in Chiapas.
Many of these towns have seen more visitors, better infrastructure, and new tourism opportunities, all while keeping their character and traditions.
In 2024, the 177 Pueblos Mágicos welcomed more than 15 million visitors, generating billions of pesos in local revenue and creating thousands of jobs, especially in areas that used to depend mostly on farming or small businesses.
Tourism That Benefits Communities
Rodríguez Zamora stressed that tourism growth must help residents, not just visitors. The strategy encourages local people to be involved in tourism planning and decision-making so they can benefit directly from the industry.
“Through the administration of Mexican President Claudia Sheinbaum Pardo, we will continue working tirelessly to strengthen tourism destinations with concrete actions that generate employment, inclusion, and sustainable development in every corner of the country,” Rodríguez Zamora said.
Next Steps
With Phase I complete, SECTUR will now:
● Launch targeted infrastructure projects in the towns
● Expand online promotion to attract more visitors
● Provide training for tourismworkers
● Organize more events to draw tourists outside the busiest months
The ultimate goal is to help each Pueblo Mágico grow in a way that protects its identity, supports its residents, and makes it an even better place for travelers to experience.
About Pueblos Mágicos
The Pueblos Mágicos program recognizes towns for their cultural richness, historical importance, and natural beauty. Designated towns receive support for infrastructure, promotion, and training so they can attract more visitors while preserving their heritage.
For a complete list of Mexico’s 177 Pueblos Mágicos, visit https://www.gob.mx/sectur.
For more information, visit https://visitmexico.com/ ~ https://www.gob.mx/sectur
Press Contact:
Carlos L. – carlos@enroutecommunications.com
Alberto C. – press@sectur.gob.mx
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