The Government of the People joins the launch of the federal strategy to modernize, include, and generate new opportunities for the country's tourist communities.
The Government of the People, through the Secretariat of Tourism and Identity, reaffirms its commitment to strengthening its Magical Towns by joining the launch of the national strategy “Avanzamos por México” (We Advance for Mexico).
An alliance driven by the Ministry of Tourism of the Government of Mexico in collaboration with BBVA, which seeks to modernize, include, and generate new opportunities for the country's tourist communities.
During the event, the Secretary of Tourism and Identity of the State of Guanajuato, María Guadalupe Robles León, emphasized that this strategy represents a comprehensive vision to strengthen tourism from the local level, through tools that promote competitiveness, digitalization, and the economic development of destinations.
“An alliance that represents the future, modernization, and opportunities for our communities brings us together today. It also represents a commitment to continue strengthening our Magical Towns, which are an essential part of the identity of Guanajuato and Mexico,” explained the head.
He emphasized that, since the beginning of the state administration, they have worked closely with municipalities to support the development of Magic Towns, addressing their needs and consolidating a model of continuous improvement that prioritizes the identity and well-being of the population.
“Tourism only makes sense when it is reflected in the well-being of our people and in the preservation of our identity,” noted Robles León.
For his part, the General Director of Social Management of Destinations, Marte Luis Molina Orozco, pointed out that the “Avanzamos por México” strategy aims to drive local economic growth and position Mexico as a modern and inclusive global tourist destination, with actions focused on the country's 177 Magical Towns and 73 tourist locations.
Through this public-private alliance, the digitalization of the sector, financial inclusion, education, and tourism promotion are being fostered, with direct benefits such as “Mexico” and “Pueblos Mágicos” brand promotion campaigns in thousands of physical and digital locations nationwide.
Financial education training for students, SMEs, and tourism service providers, and implementation of digital tools to facilitate electronic payments in businesses and tourism services.
Furthermore, the strategy includes five fundamental pillars: promotion for travelers, brand diffusion, sector digitalization, local economic development, and community financial education, with the goal of generating more employment, greater economic impact, and better opportunities for communities.
Guanajuato has six Magical Towns that are consolidating themselves as national benchmarks: Dolores Hidalgo, Cradle of National Independence; Mineral de Pozos; Salvatierra; Yuriria; Jalpa de Cánovas; and Comonfort.
The case of Jalpa de Cánovas was highlighted, recognized by UN Tourism and the University of Lucerne as a model of sustainable rural tourism; as well as Comonfort, which promotes its artisanal, gastronomic, and wellness identity as a tourist differentiator.
“We are not only attending to the present of our Magical Towns, but we are also building their permanence and strengthening them for the future,” said Secretary Lupita Robles, who reiterated that the state will maintain and strengthen these magical town designations, consolidating destinations with identity, order, and community participation.
The performance of tourism in the state confirms the direction. As of February 2026, Guanajuato recorded the arrival of 3,408,340 visitors, with an economic impact exceeding 8 billion pesos, reflecting the sector's influence on the local economy.
These results translate into opportunities for traditional cooks, artisans, service providers, young professionals, and all stakeholders in the tourism value chain.
Guanajuato is moving forward in consolidating a tourism model that centers on its people, identity, and development, aligned with the upcoming State Community Tourism Strategy, which will contribute to the National Tourism Plan.
With coordinated actions, the state strengthens its positioning as a competitive, innovative, and socially conscious destination, demonstrating that tourism is a real tool for generating well-being and opening new paths.
