Identity, the word that transformed the tourism policy

The identity rooted in each person, community and Guanajuatense tradition is one of the main tourist attractions of Guanajuato

Guanajuato/Gto News

Since the beginning of the People’s Government, the tourism policy of Guanajuato has incorporated a fundamental change in the structure of tourism, placing identity at the heart of tourism development.

Therefore, and by decision of Governor Libia Dennise Garcia Munoz Ledo, the department was renamed the Secretary of Tourism and Identity, a concept that redefines how Guanajuato presents itself to Mexico and the world.

The Secretary of Tourism and Identity, Maria Guadalupe Robles Leon, explained that talking about tourism implies talking about who we are. 

“Identity gives meaning to history, traditions, and the traits that distinguish Guanajuato: the tanned skin of Leon, the vineyards of the Bajio region, the mining haciendas, the art of traditional cooks, and the hospitality of its people. The goal is not limited to promoting destinations, but to project the essence of Guanajuato,” said Robles. 

This approach becomes the guiding principle of the State Tourism Program, which directs the strategy for the next five years. The plan aims for tourism to generate economic growth while simultaneously fostering pride, a sense of belonging, and balanced development within communities.

Identity guides every decision, from international promotion to the training of service providers. 

Under this vision, Guanajuato offers authentic, sustainable and socially conscious experiences, aligned with a global trend that values ​​the experience of the people and the closeness with their communities.

The goal of tourism promotion is to speak positively about Guanajuato and showcase its land, flavors, and history. Tourism is built with the pride of the people, with every smile, every greeting, and every excellent service. This is how the State’s image as a tourism powerhouse is strengthened.

Guanajuato moves forward with a clear identity: culture, hospitality, progress and a shared pride that continues to open its doors to the world.

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