Mexico Promotes “Magical Towns” to Combat Beach Overcrowding

Mexico’s Ministry of Tourism has launched a new promotional campaign focusing on its “Pueblos Mágicos”, or Magical Towns, to reduce pressure on crowded coastal resorts such as Cancún, Puerto Vallarta, and Los Cabos. The initiative encourages both domestic and international tourists to explore the country’s 132 designated heritage towns.

These towns are recognized for their cultural richness, historic architecture, and local traditions. Towns like San Cristóbal de las Casas, Valle de Bravo, and Tequila are featured in the new campaign, which includes social media promotions, travel packages, and transportation incentives.

The program is part of a broader push for decentralized tourism, aiming to deliver economic benefits to regions often overlooked by international visitors. In addition to marketing, the government is investing in infrastructure improvements, including roads, signage, and upgraded visitor centers.

Mexican airlines and bus companies are also collaborating by offering discounted fares to these towns during peak travel seasons. This aligns with Mexico’s vision of achieving sustainable growth in tourism by offering authentic experiences beyond beach vacations.

Tourism experts praise the strategy as timely, as visitor numbers in resort cities are testing limits, especially during Spring Break and Christmas. The “Magical Towns” campaign hopes to attract 5 million visitors in 2025, with many towns already reporting higher occupancy rates this summer.