Tourism Ministry Raises The Bar For Mexico’s Magical Towns

Mexico’s Magical Towns program is getting a serious new scoreboard, and it’s about to change who gets the spotlight, and who has to hustle to keep it. In Puebla’s Cuetzalan, the flags on cathedral steps look like a postcard, but behind the scenes, municipalities are now racing against the clock to prove they meet the bar.

Sectur will grade each town after the September 30 deadline, then sort them into triple A, double A, or A, with December bringing the public results. Towns in the lowest tier still stay in the program, but they’re on the hook to show improvements by 2026. The catch is that the funding is tied to “a solid plan,” with an 8 billion peso pot earmarked for digital upgrades, BBVA ATMs and payment terminals, and getting official social media back in order, even with Meta involved.

Meanwhile, in Jerez, Zacatecas, where Easter Eve norteño music draws crowds, the question is simple: will the next round of requirements protect the magic, or squeeze it?

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

Constanza Mora/Unsplash

That cathedral-view charm in Cuetzalan is now paired with a deadline, September 30, that municipal teams cannot ignore.

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.

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

Adolfo Vladamir/Cuartoscuro

If a town lands in triple A or double A, the money starts moving, but if it drops to A, the pressure ramps up for changes by 2026.

And it’s not just tourism rules, it’s personal pressure too, like the AITA mom who refused to lend money to her parents.

The program’s new funding pitch is very specific, digital transformation, BBVA ATMs and payment terminals, plus official social media restoration with Meta.

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.

And while Jerez keeps the Easter Eve norteño celebration rolling, towns are wondering whether the grading system will reward the vibe or punish the details.

The recent announcement from the Ministry of Tourism regarding updated criteria for Mexico's Pueblos Mágicos marks a significant turning point in the approach to sustainable and quality tourism. This shift emphasizes the need for enhancing local culture and community involvement, which are crucial not only for drawing in visitors but also for building a resilient local economy.

In light of these changes, it is essential for both aspiring and existing Magical Towns to focus on sustainability and service quality. By doing so, these towns can preserve their unique charm while effectively adapting to the evolving demands of modern tourism.

The Magical Towns will still be magical, but only the ones that can prove it on paper.

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