Guanajuato is continuing to have its moment in the spotlight. This central state in Mexico has been on the tourist trail for many years thanks to its Unesco World Heritage Cities: San Miguel de Allende and the city of Guanajuato, the state’s capital. However, the state is continuing to promote its varied tourism offerings, from nature and wellness to history, wine and food, and international travelers are taking notice in higher numbers than ever before. And while Guanajuato is excited about its increased arrivals, its tourism agencies are working to expand the state’s offerings with sustainability in mind.

Increased connectivity and increased arrivals

The state has become one of the best-connected non-beach destinations in the country, with 21 destinations to and from the Guanajuato airport. It is one of the most important international airports in central Mexico. Aeromexico will be launching a direct flight between Atlanta and Leon in March.

Guanajuato is also well connected by land, with less than a four-hour drive from Mexico City. It’s also a 50-minute flight into Guanajuato from Mexico City’s international airport.

According to Juan Jose Alvarez Brunel, the secretary of tourism for the state of Guanajuato, Guanajuato climbed from having only 6 percent of international tourist arrivals in 2019 to 14 percent at the end of 2022. “This is not only doubling our international arrivals but sends the message that Guanajuato has a lot of appeal and a wide range for travelers to experience.

“Guanajuato has been getting back on track after the pandemic,” he continued. “Guanajuato has developed a good strategy that has positioned us now as the fifth-largest economy in the country.”

Sustainable expansion in Guanajuato

Like many destinations in Mexico following the pandemic, Guanajuato’s tourism strategy includes highlighting the areas of travel that became important to travelers in a post-Covid-19 world. Wellness, experiences in nature and cultural immersion are all part of Guanajuato’s strategy going forward. But one of the most important pillars of travel in a post-pandemic world is traveling responsibly and sustainably while working to uplift local communities.

“We have had the opportunity to reposition Guanajuato based on what customers, the clients and tourists have experienced when they are here,” Alvarez Brunel said. “One is the natural protected areas. People want to be outside. In that way, we push to have rural tourism incorporated into the economics of our state.”

Twenty percent of Guanajuato’s land is preserved as natural protected areas. Within these protected areas are small villages where travelers can learn about culture, sample the traditional food and have exchanges with local communities. Guanajuato is also working to highlight its haciendas, its white-water rafting and its traditional wine routes. Guanajuato has five archaeological sites, as well.

“We are working closely with the environmental agency of the state, not only to give knowledge with what they would need to provide tourists, but also to help build infrastructure, better set up restaurants and give a big opportunity to enhance the segment of nature in Guanajuato,” Alvarez Brunel said.

Sustainability and protection of natural resources and local culture is also a vital part of the tourism strategy. Over-development and over-consumption were brought to the forefront during the pandemic, and many new developments in Mexico are attempting to move forward with intention and commitment to sustainability.

“Everything is interrelated,” Alvarez Brunel said. “When we talk about those communities that are in the natural protected areas, we want to give them the opportunity to stay where they were born and to take advantage of what nature has provided them. We want to give them the capacity, the training and the focus on how they are going to keep on with their lives and maintain what they have inherited as well as share with the people who want to come and experience their part of Mexico.”

Guanajuato’s best sellers are San Miguel de Allende and the city of Guanajuato. But Guanajuato has 46 municipalities, and only 14 of them have been put into the scope of tourism.

“We have the opportunity to develop in a controlled way, keeping up what is the capacity of these communities to receive tourism and having a very comprehensive way of making them special, as they all are, but making sure they incorporate tourists not by means of quantity, but by quality,” Alvarez Brunel said.

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