Impact on Tourism

The Day of the Dead has evolved into one of Mexico's top tourist attractions, attracting both domestic and international travelers. The holiday combines a visually stunning and emotionally profound experience that captivates those seeking an authentic connection to the country's cultural traditions.

The following highlights some key aspects of how this celebration influences tourism in Mexico:

1. Boosting iconic tourist destinations

Cities such as Mexico City, Oaxaca and Patzcuaro become epicenters of the celebration, attracting thousands of tourists. In Oaxaca, the local population organizes parades, fairs, altar displays and art exhibitions related to the Day of the Dead, turning the city into a unique cultural destination. Lake Patzcuaro, in Michoacan, has also become a point of international interest, as Purepecha communities hold traditional ceremonies in their cemeteries, creating a magical atmosphere that fascinates visitors.

In Mexico City, the festivity is complemented by the Day of the Dead Parade, inspired by the James Bond movie, “Spectre”. This activity, although recent, has attracted thousands of people and has become an annual spectacle that combines culture and entertainment, contributing significantly to the growth of tourism in the capital.

2. Diversification of tourist experiences

In addition to parades and ceremonies, the Day of the Dead promotes a series of activities that allow visitors to actively participate in the celebration. Workshops for making sugar skulls, routes of ofrendas and guided visits to cemeteries are some of the experiences offered by tourist destinations such as Morelia, San Miguel de Allende and Tepoztlán, which have integrated the festivity into their tourism offerings.

This diversification not only increases the influx of tourists, but also contributes to the growth of local businesses, such as artisans, restaurateurs and tour guides, who benefit from the increase in visitors.

3. Economic incentive and community development

The economic impact of Day of the Dead tourism is significant. Hotel occupancy reaches high levels in the days prior to and during the celebration, generating an increase in income for hotel chains and local businesses. In addition, the demand for typical products and services, such as handicrafts, traditional clothing and Mexican cuisine, stimulates the economy of the communities that participate in the festivity.

For many towns and cities, the Day of the Dead represents an opportunity to showcase their cultural identity, and revenues from tourism help finance heritage conservation activities and infrastructure development.

• Economic Spillover

During the period from October 27 to November 2, 2023, an estimated 41,198 million pesos in economic revenue from tourism services in Mexico was generated.  This increase reflects the growing popularity of the holiday and its ability to attract both domestic and international tourists.

• Hotel Occupancy

During the same period, an average hotel occupancy rate of 58.3% was recorded nationwide, with the arrival of approximately 2.37 million tourists in hotels. Of these, 1.75 million were domestic tourists and 619,000 were international tourists.  This increase in hotel occupancy indicates a recovery and growth in the tourism sector during these dates.

• Impact on Mexico City

Mexico City, as the epicenter of the festivities, achieved an economic revenue of 10,981 million pesos, which represented an increase of 26.7% compared to the previous year. It is estimated that more than 2 million people visited the cemeteries, and hotel occupancy reached levels between 67% and 75%. 

• Benefit for local businesses

The economic impact of the Day of the Dead extended throughout the country, benefiting 4.8 million businesses in the commerce, services and tourism sectors. Hotels, restaurants, travel agencies and local businesses prepared to receive a large number of visitors, both domestic and foreign. 

4. Promoting Mexico internationally

While Day of the Dead tourism has brought economic and cultural benefits, it also poses challenges. The growing popularity of the holiday and the massive influx of tourists can affect the authenticity of the celebrations. In some places, traditional practices have been adapted to meet the expectations of tourism, which, if not handled carefully, could dilute the cultural essence of the celebration.

To address these challenges, it is essential that communities work together with authorities and the tourism sector to protect and preserve the authenticity of Día de los Muertos. Initiatives such as regulations on the number of visitors to certain events or the promotion of lesser-known destinations could help maintain the balance between tourism and cultural preservation.

The Day of the Dead is much more than a tourist spectacle; it is a celebration deeply rooted in Mexican identity that connects generations and reinforces the bond between the living and the dead. The growing attention this holiday receives worldwide reflects not only its cultural value, but also its potential as an economic engine that strengthens the local economy and empowers communities. However, the challenge of preserving the authenticity and essence of this celebration is key to avoid its excessive commercialization and protect the cultural heritage it represents.

To achieve this, it is essential that tourism policies work hand in hand with communities to promote sustainable, respectful and authentic tourism. Regulating the number of visitors and promoting alternative destinations can be effective tools to ensure that tourism brings benefits without compromising local traditions. Thus, the Day of the Dead will not only continue as an attraction for visitors, but also as an occasion for Mexico to reaffirm its culture and values on the global stage, inspiring future tourists to explore the country with a perspective of respect and admiration for its history and customs.

Author: TSTT Research Working Group