Over 17,000 Businesses in Mexico’s Magical Towns Go Digital

Mexico City — More than 17,000 tourism businesses located in Mexico’s Pueblos Mágicos (Magical Towns) have adopted digital tools as part of the “Avanzamos por México” strategy, an initiative aimed at strengthening local economies and boosting destination competitiveness.

Digitalization Driving Income in Communities

Federal Tourism Secretary Josefina Rodríguez Zamora announced that the program has enabled thousands of service providers to increase their visibility and facilitate sales through technologies such as electronic payment terminals, digital platforms, and financial training.

She explained that the goal is for tourism activity to generate direct benefits in communities, with a model focused on translating visitor arrivals into real income for those who depend on the sector.

National Coverage and Greater Financial Access

The strategy already covers 177 Pueblos Mágicos and 73 other tourism-oriented localities. In these areas, the implementation of financial services and digital tools has changed how businesses operate.

According to data from BBVA Mexico, seven out of ten Pueblos Mágicos have ATMs, while half have bank branches. In other tourism destinations, financial coverage reaches up to 97%, facilitating visitor spending.

Greater Competitiveness for Small Businesses

Rodríguez Zamora noted that the adoption of digital and financing schemes has allowed micro, small, and medium-sized enterprises to integrate more strongly into the tourism value chain, increasing their ability to compete in an increasingly digital environment.

She added that the strategy has also boosted destination promotion, with more than 5 million monthly impressions amplifying the tourism offering and attracting new visitors.

Coordination to Strengthen Tourism

“Avanzamos por México” is the result of collaboration between the Tourism Secretariat, BBVA Mexico, state and municipal governments, and the private sector, with actions focused on digitalization, financing, and promotion.

The tourism secretary said the next phase will seek to expand the program’s reach, consolidating more robust tourism ecosystems with greater growth opportunities for communities.