The Ministry of Tourism, headed by Josefina Rodríguez Zamora, signed an agreement to make Mexico's haciendas the country's tourist attractions. This is in recognition of their cultural, historical, and tourist value.
The Agreement on Joint Action was signed with the Association of Haciendas of Mexico at a ceremony held at the Exhacienda de San Pablo de Enmedio. The agreement seeks to strengthen cooperation between the authorities and these iconic sites.
Sectur will promote the tourist appeal of Mexico's haciendas
The head of Mexico's Ministry of Tourism highlighted that the agreement marks "a firm step" toward the goal of consolidating tourism as a tool for development and shared prosperity. She emphasized that this enhances the value of haciendas as an essential part of the national heritage. She stressed that these buildings represent a historical legacy that must be preserved and promoted as part of the country's identity.
As part of the agreement with Mexico's tax authorities, Sectur will grant free, non-exclusive licenses to use the "Mexico" and "Pueblos Mágicos" brands to these spaces. This will expand their presence in tourism promotion campaigns, with plans to incorporate them into events, regional routes, national and international projects, and digital platforms such as Visit Mexico.
Josefina Rodríguez Zamora pointed out that the strategy responds to President Claudia Sheinbaum's mandate to promote the country's "hidden gems." She recalled that many haciendas were self-sufficient production centers dedicated to agriculture, livestock, mezcal, or pulque production. Integrating them into the tourism offering will recognize those who work to keep them standing.
Juan Alfonso Serrano Lomelín, president of the Mexican Hacienda Association, celebrated the agreement with Sectur, highlighting that it is the result of ongoing dialogue. He emphasized that the union between the sector, local governments, and the Ministry of Tourism will consolidate the Hacienda brand and strengthen its presence in areas such as culture, hospitality, and gastronomy.
