The Guanajuato State Congress Tourism Commission reviews Sasaki Associates’ Strategic Tourism Program for Guanajuato City, San Miguel de Allende, and Dolores Hidalgo, approving a 15-day analysis period and requesting 10 million pesos from SECTURI for targeted tourism promotion.
In a joint session held this week, representatives of the Tourism Commission of the Guanajuato State Congress convened with key figures from the regional tourism sector to evaluate and advance the newly developed Strategic Tourism Program for Heritage Cities and Magical Towns. The comprehensive plan, created by U.S.-based urban design firm Sasaki Associates, focuses on three of Guanajuato’s most iconic destinations—Guanajuato City, San Miguel de Allende, and Dolores Hidalgo—and seeks to balance preservation of historic character with sustainable growth and economic revitalization.
Former director of the now-defunct San Miguel de Allende Tourism Council, Laura Torres Septién, outlined the program’s methodological framework, which is structured around four primary axes: urban growth and planning; tourism and economic development; open spaces and landscape systems; and mobility and circulation. “By anchoring our strategy in these four dimensions, we aim to ensure that development respects the unique heritage of each city while fostering equitable opportunities for residents and visitors alike,” Torres Septién explained.
To date, the initial phase has involved a rigorous assessment of existing conditions across all three municipalities. Key metrics under review include public security, health infrastructure, governance models, and basic municipal services. This diagnostic stage is designed to identify strengths and vulnerabilities within current systems, providing a data-driven foundation for targeted interventions. The forthcoming phase will expand the scope to encompass critical enabling factors such as digital and physical connectivity, capacity-building through education programs, diversity of lodging options, and the promotion of local entrepreneurship.
Legislators and sector representatives emphasized the program’s dual focus on opportunity creation and risk mitigation. Among the chief concerns are the potential for gentrification, erosion of cultural identity, overuse of natural and built resources, uncoordinated urban expansion, and shortages of skilled human capital—challenges exacerbated in part by the rapid growth of short-term rental platforms. “While tourism is a vital economic engine for our heritage cities, unchecked growth can undermine the very character that draws visitors,” noted Deputy María Elena Rodríguez, a member of the Tourism Commission. “Our goal is to harness tourism’s benefits without sacrificing the soul of these communities.”
The Strategic Tourism Program outlines 19 discrete pilot projects now entering the conceptual stage. Notable initiatives include the ecological restoration and public amenity upgrades along the riverbank in Dolores Hidalgo, designed to enhance flood resilience and public access. In San Miguel de Allende, planning has commenced for the rehabilitation of the Llanito and Cieneguita corridors—historic waterways that once played a central role in the city’s water distribution and social life. Improvements here are intended to integrate recreational trails, interpretive signage, and native landscaping, reconnecting citizens and visitors with San Miguel’s artisanal heritage.
Beyond site-specific projects, the plan articulates broader policy recommendations to ensure long-term impact. These include revising zoning regulations to protect cultural landmarks, incentivizing adaptive reuse of colonial-era structures for boutique hospitality ventures, and deploying smart-city technologies for traffic management and visitor flow analysis. The integration of green infrastructure—such as urban bioswales, public plazas, and shaded promenades—is highlighted as essential to enhancing environmental quality amid increasing foot traffic.
In response to the program’s presentation, commission members unanimously agreed to a 15-day review period for in-depth analysis and stakeholder consultations. During this window, the Tourism Commission will solicit feedback from municipal authorities, community groups, and private-sector partners to refine project scopes and resource allocations. At the conclusion of the review, legislators will consider formal adoption of the program and activation of associated funding mechanisms.
A significant outcome of the meeting was the approval of a motion urging the Ministry of Tourism and Identity (SECTURI) to designate 10 million pesos from the lodging tax (“derecho de hospedaje”) toward targeted tourism promotion initiatives. The proposal specifies that these funds be directed primarily to invigorate the corridor along Federal Highway 51—specifically the 30.7-kilometer stretch connecting San Miguel de Allende and Dolores Hidalgo. This highway segment has been identified as both an economic lifeline for small communities and a gateway for cultural tourism experiences.
To reinforce transparency and accountability, the Tourism Commission established a quarterly reporting requirement for SECTURI. Each report must detail the disbursement of funds, progress on promotional campaigns, and measurable outcomes in terms of visitor numbers, local business revenues, and community engagement metrics. “We are entrusting SECTURI with a significant public investment and it is imperative that every peso be monitored to ensure tangible benefits for our towns,” commented Senator Alejandro Pérez, chair of the Tourism Commission.
Local tourism operators have responded positively to the legislature’s commitment. Patricia López, owner of a family-run boutique hotel in Dolores Hidalgo, expressed optimism: “Investing in promotion along the San Miguel to Dolores Hidalgo route will not only attract more visitors but also encourage them to explore lesser-known towns en route. This can help distribute economic gains more evenly across the region.”
Meanwhile, in San Miguel de Allende, restaurateur Andrés Herrera highlighted the importance of project synergy: “Our historic corridors need revitalization, but it’s equally critical to link physical improvements with marketing campaigns and community events. The proposed funding could catalyze exactly that kind of coordinated effort.”
The Strategic Tourism Program’s emphasis on mitigating risks associated with rapid tourism-driven change signals a shift toward more holistic policy-making in Guanajuato. By coupling heritage conservation with sustainable infrastructure and economic diversification, the initiative aims to preserve the distinct identities of each city while fostering resilience against market fluctuations and environmental pressures.
