We Need to Talk About Tourism - Part Two. How to Create a Healthy Tourism Industry?

By Carlos Sánchez Rangel

As part of an in-depth investigation into tourism in San Miguel de Allende, the first article in this series presented testimonies from those working in the sector. For this second piece, we considered essential to speak with the municipal government. This administration, in office since 2021, is a key player; without its vision, the current landscape cannot be fully understood.

Tania Castillo, the Director of Tourism, shared with Atención News the challenges and projects the sector has navigated under her leadership. As noted in the previous article, tourism is not a secondary concern for San Miguel—a fact she confirms with a key statistic: it accounts for approximately 80% of the municipality's GDP.

During her tenure, Castillo has faced a wide range of scenarios: from the deep uncertainty of the post-pandemic 2021 to a 2022 "rebound," when it seemed all of Mexico flocked to visit San Miguel. However, this administration—led by Mauricio Trejo—approached the issue from a different perspective than its predecessors. "We began working more closely with the private sector, trying to get them more actively involved. We have invested heavily in training so that business owners can also play a role in attracting visitors," Castillo explains.

This vision—in which business owners participate in tourism promotion—is new. According to Castillo, its goal is not merely to have two parties work toward a shared objective; it also seeks to empower private stakeholders so they can operate independently, without relying on the administration currently in power. Throughout these five years, local business owners have accompanied officials on every working tour.

Launching a tourism development campaign in the year following the pandemic was a task few would have wanted; nevertheless, Castillo’s strategy was clear: diversify the city's offer. Work began on promoting San Miguel de Allende as a destination for international weddings and as a wine-producing region. These two pillars have sustained the tourism sector in recent years. It is not just the government saying this, but also visitors with whom Atención News spoke. Around 60% of those interviewed for this article came for a wedding or to visit a vineyard. The remainder, however, represent a segment that should not be overlooked: tourists from nearby cities like Querétaro or Celaya who find this to be an attractive, close-to-home destination.

Now it is time to hear from the central figure in this story: the tourist. Alberto Gómez, a Colombian national, arrived in San Miguel "because it is a very well-known destination; you hear a lot [about it] in Colombia." However, he explains that he decided to cut his stay from four days down to just two because he couldn't find much to do. He says he looked for activities online, but most recommendations were for restaurants, and, as he puts it, "you can't just spend 12 hours sitting at a table." After a suggestion from this reporter, he promised to visit the Sanctuary of Atotonilco, the existence of which he had been unaware.

When asked what he liked most about San Miguel, his mother, Clara, interjects to say she was captivated by the streets and colonial houses; Alberto, however, adds: "I’m surprised to see that many properties look a bit neglected."

Meanwhile, Édgar, from León, came to experience the hot springs. He praises the cleanliness of the streets and the feeling of complete safety while walking around—a sentiment shared by virtually everyone interviewed.

Joana and Adolfo last visited 25 years ago—when he did carpentry work for a bank branch on the main square—and while they are surprised by the modernization, they also felt the tourism offerings were limited. "You go from the Jardín to the Mirador, and that’s about it," he says. Of the roughly 20 people interviewed, only one group spent more than two nights in the city.

The issue is complex, and Castillo confirms it: San Miguel cannot grow unchecked. There must be a diverse range of offerings, yet the regulations accompanying its designation as a "World Heritage City" must be met—a balance that is not easily struck.

Is there a risk that the same fate Tulum is facing—the airport sits empty, beaches look deserted, and businesses are beginning to close—could befall San Miguel? Castillo maintains that those very UNESCO rules ensure San Miguel de Allende remains a more orderly city than Tulum has been so far, making it, in her view, a very different case. Time will tell. However, the pessimism expressed by the people we spoke to for the previous article is undoubtedly a warning sign. It should not be entirely ignored.

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