Mexico promotes religious tourism with the World Religious Tourism Network

25-04-25

Pilar Valdés, General Director of the World Religious Tourism Network (WRTN), an initiative promoted by the Tourism and Society Think Tank, accompanied by the National Coordinator of the Network for Mexico, Mr. Sergio Palma, officially presented the organization to representatives of the Federal Government of Mexico in a recently held meeting. These meetings represented a significant step forward in positioning Mexico as an international benchmark in religious tourism. The session included the participation of two prominent officials from the Ministry of Tourism of the Government of Mexico, representing the Secretary of Tourism of Mexico, Ms. Josefina Zamora: Ms. Marcela Camacho, General Director of Tourism Product Innovation, and Ms. Alejandra Jáuregui, Director of Cultural Tourism Development, who received the proposal and its strategic lines of collaboration with interest.

During the meeting, strategic aspects related to the development of religious tourism in Mexico were addressed, recognizing the enormous potential that the country has thanks to its vast cultural heritage and deep religious tradition, especially the Catholic one, reflected in hundreds of sanctuaries, pilgrimage routes, patron saint festivities, and manifestations of faith distributed throughout the territory. Special mention was made of the richness of its tangible and intangible heritage with UNESCO Declarations.

It was highlighted that, with great success, eight routes of “Mexican Marian Sanctuaries” are already being offered in the market, covering seventeen federal entities.

The presentation of the WRTN allowed for the opening of a constructive dialogue on the need to generate specialized, structured, and sustainable tourism products that give value to the material and immaterial heritage linked to popular religiosity. In this sense, there was discussion on how to design experiences that combine spirituality, culture, history, and hospitality, catering both to devout travelers and those interested in learning more about expressions of faith and their socio-cultural contexts.

One of the central topics was the international promotion and commercialization of Mexico as a destination with a solid offer in religious tourism. The importance of creating segmented campaigns that position the country not only as a place of pilgrimage but also as a space for spiritual and cultural encounter was highlighted. In this line, the World Religious Tourism Network expressed its willingness to work closely with the Mexican authorities in the design of positioning strategies in priority markets, in alliance with international organizations and private sector actors.

The process of adhesion of various Mexican destinations to the Network was also addressed, which will allow for the consolidation of a collaborative platform that promotes cooperation between territories, the exchange of good practices, and the development of quality standards in the provision of specialized tourism services. This integration will facilitate the creation of routes and circuits that connect the main religious landmarks of the country, promoting decentralized tourism with a positive impact on local communities.

Another highlighted aspect was the joint planning of high-impact international events that allow the spiritual richness of Mexico to be showcased and attract both tourism professionals and pilgrims from around the world. The possibility of organizing congresses, manager meetings, and themed fairs that act as platforms for global promotion and positioning was raised.

These kinds of activities, in addition to boosting the local economy, will serve as spaces for reflection on the role of religious tourism in building more inclusive, respectful, and sustainable societies.

Likewise, the process of adhesion of various Mexican destinations to the Network was confirmed, which will allow for the consolidation of a collaborative platform that promotes cooperation between territories, the exchange of good practices, and the development of quality standards in the provision of specialized tourism services. In this regard, it was highlighted that San Luis Potosí was the first destination in Mexico to join the World Religious Tourism Network, in January. Other destinations have already expressed their interest and are in the process of joining, which promises constant and enriching expansion for the religious tourism ecosystem in the country. This integration will facilitate the creation of routes and circuits that connect the main religious landmarks of the country, promoting decentralized tourism with a positive impact on local communities.

The meeting concluded with the mutual commitment to continue working in a coordinated way to strengthen this tourism typology, which is key both for its cultural value and its capacity to diversify the national tourism offer. The World Religious Tourism Network thanked the interest shown by the Mexican authorities and reaffirmed its willingness to support Mexico in designing policies, products, and actions that allow its religious legacy to be projected to the world.

At the local level, during a meeting held at the offices of the Secretariat of Tourism of Mexico City, its head, Ms. Alejandra Frausto, showed great interest in the project represented by the Network. She stated that Mexico City is a great power in religious tourism; the Basilica of Guadalupe and the Metropolitan Cathedral are two sites that attract millions of visitors each year, in addition to the celebrations held in all the boroughs.

The official mentioned various events in the city such as the annual Representation of the Passion in Iztapalapa, which has gathered close to two million spectators interested in the Passion, Death and Resurrection of Christ, one of the largest religious and cultural manifestations in Mexico; the large number of festivities in the Borough of Xochimilco; and the pilgrimages to the Insigne y Nacional Basilica of Guadalupe, which reports more than 22 million visitors per year, making it the most visited sanctuary in the Christian world, among others.

The meeting of the Network’s representatives concluded with Secretary Frausto’s statement: “We are going to strengthen Mexico City as one of the most important destinations in the world in this sector.”

Pilar Valdés’ visit to Mexico concluded with an emotional act of consecration of the Network to the “Morenita del Tepeyac,” its coordinators, and the team in general, who received the blessing of Monsignor Diego Monroy, former Rector of the Basilica of Guadalupe, and the celebration of a mass in which the Network was mentioned twice.

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