Destination & Tourism United Airlines Toni Aguirre September 13, 2022
Both World Heritage Cities Guanajuato capital and San Miguel de Allende will fully recover as international touristic destinations by 2023, said Secretary of Tourism of Guanajuato, Juan Jose Alvarez Brunel.
In an exclusive interview with TravelPulse, he explained that the latter ranked as the Number 1 destination on the list of the “Best Cities in the World” in Travel + Leisure World’s Best Awards 2021 and 2022, is sorting out the trouble derived from the pandemic.

“Guanajuato capital and San Miguel de Allende are still the top-of-the-line destinations due to their great infrastructure, variety of chain or independent hotels, bed and breakfasts, as well worldwide recognized restaurants and chefs, Mexican and internationals. We have these great options for visitors to enjoy what Guanajuato has to offer to them,” he pointed out.
He recalled that the Touristic Observatory of Guanajuato, based on data gathered from service providers, the private sector, academy, as well as from international institutions such as the World Tourism Organization (UNWTO), is possible that, by the end of 2022, Guanajuato will have recovered about 70 percent of the visitors which had registered back in 2019.
“If we keep going in that direction, by the fourth quarter of 2023, we should be back where we were in 2019 in terms of visitors and then begin to grow again. We are very confident that the strategy we have designed allows us to climb on top of where we were in 2019, and that could not be done if we did not have an alliance with the private sector, local government, and state government.
The new strategy comprises nine tourism segments “because Guanajuato is not only culture but is also ecotourism, a great option for sports. Due to its gastronomy, we were recognized by UNESCO in 2020 – as Intangible Gastronomy World Heritage.”
The campaign´s motto says Guanajuato is where visitors can live great stories. Currently, enotourism is an option because back in 1810, before Mexico´s Independence from Spain, Guanajuato – then a region – was already producing wine. Nowadays, the state is the fourth producer in Mexico, with 43 vineyards, 21 of which can offer touristic experiences.
“Guanajuato is closer than you think, and you will live great stories once you are there. It could be lodging; it could be catering, it could be tasting for many people who are within 4 hours driving range, i.e., a domestic market of 60 million Mexican nationals, plus the fact that we have great connectivity through the International Airport of Guanajuato and from two daily flights from Houston, with United. So, landing in Guanajuato, the comprehensive road system allows visiting 46 of its municipalities.”
Alvarez Brunel said Guanajuato has options for every visitor, including a wellness segment, hot springs, and natural retreats for yoga or meditation lovers, as well as traditional temazcales, enhancing spiritual, mental, or physical health.
For those visitors who look for nature and adventure options, 20 percent of Guanajuato´s territory is a natural protected area and house of 45 percent of all birds in the country, considering that Mexico is among the top ten countries known internationally due to its mega diversity.
“In the Mexican state of Guanajuato, the visitor will be able to access specialized products delivered by professionals who will enhance their tourism experience. We have no beaches, but we do not need them.”
To assure travelers´ safety, its government created well-trained touristic police, supporting all visitors, wearing different uniforms and distinctive colors in their police cars, with a professional and friendly approach.
He also mentioned that travel agents are key in Guanajuato´s tourism sector. “Travel agents can expect even better news coming from Guanajuato. Our private sector is committed to delivering better products and services. We had the Sustainable and Social Tourism Summit in Leon a couple of weeks ago; we are about to host the Biggest Latin American Nature Adventure Show and the Festival Internacional Cervantino from October 12 to 30, in the 50th anniversary of the biggest cultural festival dedicated to Cervantes.”
Guanajuato will also organize the International Hot Air Balloon Festival, the third largest in the world, and an event to celebrate Mexico´s famous Mariachi singer and composer Jose Alfredo Jimenez, who passed away in 1973. The Day of the Dead is becoming a big celebration in the Guanajuato capital and San Miguel de Allende.
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