Interview with Javier Torres Rodríguez
Mayor of Fresnillo, Zacatecas, Mexico
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Javier Torres Rodríguez
Mayor of Fresnillo, Zacatecas, Mexico
The recent accession of the Ministry of Tourism of the Government of Mexico to the World Religious Tourism Network represents a significant step toward strengthening the promotion, professionalization, and sustainability of destinations connected to religious heritage, pilgrimages, and expressions of faith.
Within this context of international collaboration, the World Religious Tourism Network launched the “Recommended Destinations” initiative. Fresnillo, Zacatecas, was selected as the first destination recommended by Mexico’s Ministry of Tourism, recognizing the municipality’s importance as a benchmark for religious tourism in Mexico and the role of the Shrine of the Holy Child of Atocha, located in the community of Plateros, as one of Latin America’s leading pilgrimage centers.
What does it mean for Fresnillo to have been distinguished as the Recommended Destination for the month of June?
For Fresnillo, this distinction represents a great honor and an enormous responsibility. It is a recognition of a history of faith that, for more than two centuries, has made Plateros one of Mexico’s leading pilgrimage centers. Being chosen as a Recommended Destination allowed us, over the course of a month, to showcase our traditions, gastronomy, historical and cultural heritage, and the profound devotion to the Holy Child of Atocha. It is an opportunity to position Fresnillo as a destination with tremendous potential for religious tourism.
What makes Fresnillo and the Shrine of the Holy Child of Atocha unique among the major pilgrimage destinations of Mexico and Latin America?
What makes them truly unique is the profound devotion inspired by a child figure that has nurtured the faith of millions of people across generations. The thousands of "ex-votos" (votive offerings) left by pilgrims in gratitude, the pilgrimages arriving from across Mexico and abroad, and the monumental image of the Holy Child make Plateros a place where history, culture, and spirituality are experienced in an authentic and deeply moving way.
Zacatecas has the highest percentage of Catholics in Mexico (more than 92%). How can Fresnillo leverage this strength to establish itself as a leading religious tourism destination?
Fresnillo complements the state's rich religious heritage with one of the country's most important shrines. Its proximity to the city of Zacatecas makes it possible to create integrated travel experiences, encouraging visitors to extend their stay, discover Plateros, and take part in its major religious celebrations throughout the year.
How would you describe the spiritual, cultural, and historical significance of the Holy Child of Atocha?
To speak of the Holy Child of Atocha is to speak of more than two centuries of history and a deeply rooted tradition of faith. The *ex-votos*, the pilgrimages, and the countless testimonies of gratitude vividly reflect the hope that millions of faithful place in this revered devotion, making it one of Mexico's most significant symbols of religious tourism.
How many pilgrims visit the Shrine of the Holy Child of Atocha each year, and which celebrations attract the largest numbers of visitors?
Estimates indicate that the Shrine welcomes nearly two million pilgrims every year. The largest gatherings take place during the Feast of the Holy Child of Atocha on December 25, the Plateros Anniversary celebrations on October 8, Holy Week, and numerous other religious observances held throughout the year.
From which regions of Mexico and abroad do most of the pilgrims visiting Fresnillo come?
We welcome pilgrims from virtually every region of Mexico, particularly from Jalisco, Mexico City, and Baja California. Thanks to migrant communities, we also receive visitors from the United States, Spain, and several countries across Central America.
What economic impact does religious tourism have on the municipality, and which sectors of the local economy benefit the most from the arrival of pilgrims?
Although we do not yet have a precise measurement of its economic impact, it is clear that religious tourism is a major driver of development for Fresnillo. It directly benefits hotels, restaurants, retail businesses, artisans, transportation providers, and small local enterprises, both in Plateros and in the municipal seat. Moreover, it encourages many residents of Fresnillo—well known for their entrepreneurial spirit—to develop new products, launch businesses, and continue investing in the opportunities created by religious tourism.
How does this activity contribute to the development of hotels, restaurants, retail businesses, transportation services, artisans, and other local small businesses?
When a pilgrim or visitor arrives in Fresnillo, their experience extends well beyond the Shrine. They stay in local accommodations, enjoy our cuisine, purchase handcrafted products, use local transportation services, and explore other attractions throughout the municipality. This activity stimulates the growth of our tourism infrastructure and encourages business owners and entrepreneurs to provide increasingly competitive, safe, and high-quality services. Ultimately, this translates into greater economic opportunities for the people of Fresnillo and a richer, more rewarding experience for everyone who visits us.
Is there an estimate of the annual economic impact generated by religious tourism and the number of jobs associated with this activity?
At present, we do not have an official estimate. However, we are working to strengthen our data collection and evaluation mechanisms so that we can more accurately measure the economic impact and employment generated by religious tourism.
What do you consider to be the main challenges and opportunities facing Fresnillo as it seeks to establish itself as one of Latin America's leading religious tourism destinations?
Our greatest challenge is to continue strengthening and professionalizing the entire tourism value chain by fostering innovation, enhancing infrastructure, and working closely with business owners and service providers to deliver memorable visitor experiences that inspire people to return.
Beyond the Shrine of the Holy Child of Atocha, what other churches, religious traditions, festivals, or cultural attractions would you recommend to visitors to Fresnillo?
In addition to the Shrine of the Holy Child of Atocha, Fresnillo offers a remarkable wealth of religious and cultural attractions well worth discovering. I would encourage visitors to experience the Feast of the Holy Child of Atocha every December 25, when thousands of pilgrims gather in Plateros to express their faith and gratitude; the Feast of the Presentation of the Lord (Candlemas) on February 2 at the Parish of Our Lady of the Purification; Holy Week; and the traditional Torchlight Pilgrimage held on December 12, one of the municipality's most meaningful expressions of faith.
I would also recommend experiencing the "Morisma" of Saint John the Baptist, the patronal celebrations of the Sacred Heart of Jesus and Saint Anne, and visiting emblematic churches such as the Parish of Our Lady of the Purification, Saint Anne Church, the Expiatory Church of the Holy Transit, and the Church of the Sacred Heart, renowned for its monumental murals.
From a cultural perspective, visitors should not miss the "José González Echeverría Ágora Cultural Center", one of Zacatecas' most important cultural venues, or "Fresnillo Cultural Week", a celebration that brings together artistic, musical, culinary, and cultural expressions, reflecting the identity, creativity, and talent of our community.
Pilgrimages are also part of our living cultural heritage. Which traditions or expressions of popular religiosity do you consider most representative of the municipality?
Without question, pilgrimages are among the most significant expressions of faith in our municipality. Throughout the year, we welcome groups of pilgrims from across Zacatecas and many other Mexican states, who travel great distances to give thanks, fulfill a vow, or entrust themselves to the Holy Child of Atocha.
Another of our most emblematic traditions is the "Torchlight Pilgrimage" held each December 12 in honor of Our Lady of Guadalupe. This extraordinary expression of faith brings together thousands of participants and fills the streets of Fresnillo with light, music, and a profound sense of identity, devotion, and community.
Finally, one of the most remarkable expressions of popular religiosity is the collection of "ex-votos" dedicated to the Holy Child of Atocha. Each one tells the story of a prayer answered and the gratitude of a pilgrim. Thousands of these devotional offerings can be seen at the Shrine in Plateros and in the "Paths of Miracles" exhibition at the "José González Echeverría Ágora Cultural Center", where an important collection—carefully restored by Mexico's National Institute of Anthropology and History—offers visitors a tangible window into the history, faith, and enduring devotion that define our municipality.
Does Fresnillo offer training programs for tour guides, tourism service providers, and tour operators specializing in religious tourism?
Yes. For our administration, the training and professional development of tourism service providers is a top priority.
We work continuously with educational institutions, specialized organizations, and certification bodies to provide the knowledge and skills needed to deliver higher-quality services and to communicate the historical, cultural, and religious significance of Fresnillo in an accurate and engaging manner.
How important do you consider the professionalization of the tourism sector in establishing Fresnillo as a competitive destination at the national and international levels?
It is essential.
Training and certification enable our tourism service providers to become more competitive, improve their facilities, diversify their offerings, and deliver higher-quality visitor experiences.
Our goal is for every visitor to find a destination that is fully prepared to welcome them—and one that inspires them to return.
How can the World Religious Tourism Network contribute to Fresnillo's international positioning and to strengthening its tourism and cultural offering?
The World Religious Tourism Network provides us with a highly credible international platform and represents an extraordinary opportunity to showcase the spiritual, historical, and cultural richness of Fresnillo and Plateros. When a destination is recommended by an international organization, it inspires far greater confidence among travelers than when the destination promotes itself.
That confidence enables us to reach new audiences interested in religious tourism, present a renewed and more compelling image of Fresnillo, and strengthen our positioning both nationally and internationally.
We are deeply grateful for the support of the World Religious Tourism Network, because we are convinced that this collaborative effort will encourage more and more people to discover the spiritual, cultural, and historical richness that makes Fresnillo and Plateros truly exceptional destinations.
What concrete opportunities does Fresnillo gain by joining the international network of destinations recommended by the World Religious Tourism Network?
Joining the World Religious Tourism Network opens the door for Fresnillo to attract new visitors, increase hotel occupancy, stimulate spending in restaurants and local businesses, and create greater opportunities for artisans, producers, and tourism service providers.
Above all, it places Fresnillo on the international stage of religious tourism, enabling thousands of travelers interested in this sector to discover why Plateros and Fresnillo are recognized as one of Mexico's foremost destinations of faith and one of the country's most important pilgrimage centers.
The city of Zacatecas is a UNESCO World Heritage Site and home to one of Mexico's most significant historic and religious ensembles. What opportunities does this proximity create for strengthening Fresnillo's religious tourism offering?
Our proximity to the city of Zacatecas represents a tremendous opportunity for Fresnillo. Located just 40 minutes from the state capital, we enjoy excellent connectivity that allows visitors to the region to easily extend their itinerary and discover the historical, cultural, and religious richness of our municipality.
Rather than competing, our goal is to complement the visitor experience. Many travelers come to Zacatecas because of its outstanding historical heritage, and our mission is to encourage them to extend their stay by visiting Plateros, the Shrine of the Holy Child of Atocha, and the many other attractions Fresnillo has to offer. In doing so, we strengthen the state's overall tourism offering, encourage longer visitor stays, and generate broader economic benefits across the region.
Our objective is for everyone who comes to Zacatecas to find in Fresnillo one more reason to stay an extra day, discover our history, enjoy our gastronomy, and experience a journey of faith that enriches their visit to the state.
Zacatecas' rich religious and cultural heritage offers significant opportunities for regional integration. Are there plans to develop religious tourism routes linking Fresnillo with other destinations in the state, such as Zacatecas City, Guadalupe, or Jerez?
Yes. We are actively working to strengthen regional integration through projects that will connect Fresnillo with other municipalities of great historical, cultural, and religious significance throughout the state. We believe religious tourism provides an outstanding opportunity for visitors to explore multiple destinations and enjoy a far more comprehensive travel experience.
Our goal is for travelers who come to Zacatecas to do more than visit a single destination. We want them to extend their stay and discover the unique heritage, gastronomy, culture, and spiritual traditions that each region has to offer. This approach strengthens local economies, supports tourism service providers, and promotes more balanced development across the state's municipalities.
We are convinced that close collaboration among municipalities will enable us to establish integrated pilgrimage and cultural routes that enhance the visitor experience while positioning Zacatecas as one of Mexico's leading destinations for religious tourism.
How do you envision Fresnillo in 2031 as a religious tourism destination, and which projects do you consider essential to achieving that vision?
I envision Plateros once again firmly established as Mexico's third most important religious destination, with a stronger international presence made possible through the coordinated efforts of government, the private sector, and the local community.
I see a destination supported by a stronger tourism value chain, higher-quality visitor services, a broader hospitality and culinary offering, and new tourism products and experiences that encourage visitors to stay longer and discover everything Fresnillo has to offer beyond the Shrine.
To achieve this vision, it will be essential to continue investing in the professional development of the tourism sector, strengthen our tourism infrastructure, and, in an increasingly digital world, enhance the promotion of the destination through strategic communication, marketing initiatives, and high-quality informational resources that enable us to reach new markets. It will also be crucial to foster innovation among our tourism service providers and develop projects that integrate the municipality's rich religious, cultural, and historical heritage into a compelling visitor experience.
I am confident that, if we continue moving in this direction, Fresnillo will not only reinforce its position as one of Mexico's leading religious tourism destinations, but will also transform this sector into a powerful engine of economic development and new opportunities for thousands of families in our community.
What message would you like to share with pilgrims, travelers, and members of the World Religious Tourism Network around the world who have not yet discovered Fresnillo?
We warmly invite all pilgrims, travelers, and members of the World Religious Tourism Network to discover Fresnillo with open hearts. Here, you will find far more than a shrine—you will discover a land where faith has transcended generations, and where history, culture, gastronomy, and the warmth of our people enrich the experience of every visitor.
Plateros is a place where devotion is lived authentically and expressed through every pilgrimage, every *ex-voto*, and every act of gratitude offered to the Holy Child of Atocha. That enduring faith has shaped the identity of our municipality, and today we are proud to share it with the world.
We look forward to welcoming you and showing you why Fresnillo and Plateros are recognized as one of Mexico's foremost religious tourism destinations. We are confident that your visit will become an experience that remains in your heart long after you have returned home.
If you had to define Fresnillo in a single phrase as a destination of faith, heritage, and hope, what would it be?
Fresnillo: Pray and Work—The Best Is Yet to Come.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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