Tourism Ministry Raises The Bar For Mexico’s Magical Towns

Mexico’s beloved Pueblos Mágicos, or Magical Towns, are about to face more rigorous standards. The Ministry of Tourism (Sectur) has announced sweeping changes to the program, requiring both aspiring and existing Magical Towns to meet updated criteria designed to enhance sustainability, aesthetics, and service quality.

According to new guidelines, municipalities hoping to earn the designation must present a sustainable tourism development plan that aligns with the United Nations 2030 Agenda. They must also adopt urban image regulations, including official color palettes approved by the National Institute of Anthropology and History (INAH).

Additionally, all local tourism service providers must be registered in the National Tourism Registry (RNT). Existing Magical Towns are not exempt. To retain their designation, they too must comply with the new rules.

During the ongoing Tianguis Turístico in Baja California, Marte Luis Molina Orozco, general director of social management of destinations at Sectur, explained the purpose behind the changes. “The new rules seek to ‘clean the house before continuing to grow,’” he said.

In a previous statement, Molina emphasized that the revised strategy is about returning to the program's core mission - using tourism as a tool for economic and local development while promoting supply chain integration and technological innovation.

Traditional flags bedeck a cathedral in the Magical Town of Cuetzalan, Puebla.

Constanza Mora/Unsplash

A Grading System and Financial Incentives

Municipalities have until September 30 to meet the requirements. After that, Sectur will evaluate each town and assign them to one of three categories: triple A (proven excellence), double A (requires adjustments), or A (needs urgent transformation). The results will be made public in December.

Towns falling into the lowest category will not be automatically removed from the program but will be required to make improvements by 2026 to maintain their status.

Towns that present “a solid plan” will be eligible for funding from an 8 billion peso (US $407 million) budget. Molina said the resources will support digital transformation efforts, installation of BBVA ATMs and payment terminals, and restoration of official social media channels in partnership with Meta.

The funding will be administered through two national development banks, Nafin and Bancomex.

Dr. Tim O'Reilly, a tourism sustainability advocate, emphasizes the importance of aligning tourism with local community needs. He explains that successful Magical Towns must integrate local culture and natural resources into their tourism strategies.

This approach not only enhances visitor experience but also preserves the essence of these towns. O'Reilly suggests that municipalities develop collaborative partnerships with local artisans and businesses to create authentic experiences that attract tourists while benefiting the community.

Such initiatives can lead to economic growth without compromising cultural integrity, making the towns more appealing to responsible travelers.

Residents and tourists come together to celebrate Easter Eve with lively norteño music in the Magical Town of Jerez, Zacatecas.

Adolfo Vladamir/Cuartoscuro

What Is the Magical Towns Program?

The Magical Towns Program was established in 2001 to spotlight Mexican towns that feature unique cultural heritage, historic architecture, natural beauty and strong traditions. It is one of the country's most recognized efforts to decentralize tourism and bring economic benefits to smaller communities.

Once a town receives the designation, it qualifies for federal funding through the Sustainable Regional Tourism and Magical Towns Development Program. This funding supports the improvement of tourism infrastructure, including public spaces, roadways, and amenities.

However, the program has drawn criticism in recent years. Experts have pointed out that some towns were granted the designation without thorough technical evaluations. Concerns include a lack of basic services, insufficient access routes, and limited tourism offerings.

Such critiques have been directed at towns in Puebla, the state with the most Magical Towns, and places like Ajijic in Jalisco. With these new reforms, Sectur aims to refocus the program on quality and sustainability, ensuring that the Magical Towns designation lives up to its name.

Navigating New Standards in Tourism

Dr. Kelly McGonigal, a health psychologist, stresses the psychological benefits of sustainable tourism for both visitors and locals. She notes that creating a sense of place through improved aesthetics and service quality can enhance visitor satisfaction and local pride.

McGonigal suggests towns invest in training programs for service staff, emphasizing emotional intelligence and cultural sensitivity. By doing so, towns not only elevate their service quality but also foster a welcoming atmosphere that resonates with visitors.

Incorporating local stories into the visitor experience can further deepen connections, making tourism a more enriching endeavor.

Psychological Framework & Solutions

The Ministry of Tourism's updated criteria for Mexico's Magical Towns signify a pivotal shift towards sustainable and quality tourism. It's clear that enhancing local culture and community involvement is essential not just for attracting visitors but also for fostering a resilient economy.

Experts like Dr. O'Reilly and Dr. McGonigal provide valuable insights that can guide towns in navigating these changes effectively. By prioritizing sustainability and service quality, these towns can thrive, maintaining their charm while adapting to modern tourism demands.