Discover Mexico’s Magical Towns (Pueblos Mágicos) – Local’s Guide

Mexico: A huge country with vibrant culture, breathtaking landscapes, and diverse traditions. First-time travelers to this beautiful country are probably drawn to its capital, Mexico City, or its beautiful beaches on the Riviera Maya or the peninsula of Baja California. However, there’s much more to discover: Magical Towns (Pueblos Mágicos), which are communities that stand out for their unique character, cultural richness, and natural beauty. Learn more about Magical Towns, and why they should be on your list of destinations!

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What are Magical Towns (Pueblos Mágicos)?

Magical Towns (Pueblos Mágicos) are towns that have become part of the Programa Pueblos Mágicos (Magical Towns Program) brought to life by Mexico’s Secretariat of Tourism in 2001. Since then, more than 177 towns have joined the program. And every year, some new towns join – or lose their status if they don’t comply with the duties that the title of Magical Town entails.

To become part of the Magical Towns Program, a town needs to stand out for characteristics or traditions that make it unique. That can comprise cultural and natural richness, historical relevance, as well as outstanding architecture and gastronomy.

What is the Goal of the Magical Towns Program?

The goal is to bring tourism to more places in Mexico, especially rural areas.  By searching the list of Pueblos Mágicos, tourists can find a broader variety of destinations than the hot spots along the coast or in its center, or the big cities.

Tourism is a great source of income for local communities. But more importantly, it helps to keep traditions and local craftsmanship alive. Without economic incentives, people are more likely to move to bigger cities to earn money. The program increases the chances that people can make a living by staying in their community and being faithful to their culture.

Can a Town Lose its Status as a Magical Town?

If a town doesn’t comply with the regulations that come along with the title of Magical Town, it can lose its status. Once it fulfills the required regulations again, it can be reinstated as Pueblo Mágico. This happened to Tepoztlán in 2009 (reinstated in 2010), and Mexcaltitlán in 2009 (reinstated in 2020).

A special case is San Miguel de Allende: This town lost its status as Pueblo Mágico in 2008 as it was included as a UNESCO World Heritage Site. The enhanced recognition that comes with it didn’t make it necessary to be part of the Magical Towns Program any longer.

What are Barrios Mágicos (Magical Neighborhoods)?

As the Magical Towns Program has been quite a success, a new program was introduced in 2022 to allow cities to also take part in a similar program: Barrios Mágicos (Magical Neighborhoods). Barrios Mágicos are the places where the spirit and essence of a city can be discovered. The title Barrio Mágico is meant to attract national and international tourists and reactivate the work of artisanal craftsmen, as well as promote local cuisine and tour operators. The government supports Barrios Mágicos with facade painting, promotions, and specialized courses in tourism training.

Some examples of Barrios Mágicos are the following:

• Xochimilco in Mexico City (October 26, 2023) is famous for its floating gardens with canals and chinampas (artificial floating farmland)
• San Francisco “El Origen” in Puebla (June 29, 2024) is famous for its heritage of the gastronomy of the city of Puebla with its mole poblano and chile en nogada dishes
• Xcalachén (pronounced “shkahla-CHEN”) in Mérida (Yucatán) is famous for its street art and traditional food like chicharra, deep-fried pork skins

You can find more information about Barrios Mágicos at https://magicaltowns.mx/barrios-magicos/ (be aware that the descriptions on that homepage become outdated fast and can list attractions that are no longer available).

What are the Benefits of Visiting a Magical Town or Magical Neighborhood?

As a tourist, you have the following benefits when visiting these places:

• You get to see places that stand out for their beauty, historical importance, or natural wonders.
• Each place shows you a unique side of Mexico and gives you an impression of the authentic life of its people.
• You help local traditions stay alive by supporting the community with your visit.
• Magical Towns and Magical Neighborhoods are connected to the public transport network and are often reached by the big bus companies.
• They have tourist offerings in each town, from bus tours to visits to nearby natural sites (such as waterfalls or caves) and more.
• You can experience unique festivals and celebrations.
• You get to discover the local cuisine and specialties.

Read More About Magical Towns

On my blog, you can read more about the following Magical Towns that I’ve been to myself:

• Tepoztlán
• Cholula
• Zacatlán de las Manzanas
• Chignahuapan
• Cuetzalan
• Atlixco
• Izamal
• Sisal
• Valladolid
• Bacalar
• Mazunte

You can find more Magical Towns at https://magicaltowns.mx/ – (but be aware that the descriptions on that homepage become outdated fast and can list attractions that are no longer available).

Conclusion – Is it Worth Visiting a Magical Town?

In my opinion, Mexico’s Pueblos Mágicos belong to the most valuable tourist destinations. They show a more diverse picture of Mexico than the big tourist hotspots that have often lost their original character to cater to tourist needs and ask you to pay in US dollars. If you want to learn more about Mexico’s local traditions, cuisine, culture, nature, and people, the Magical Towns will not disappoint you!