Tourism officials in town, where the famed drink was born, are trying to attract more visitors to Tequila. Most tourists only visit for the day, viewing factories like La Alborada.
Virtually everyone the world over knows tequila, Mexico's famed firewater. Few, however, know of the town the beverage made famous - something municipal officials in Tequila, Jalisco are striving to change.
Just 30 miles northwest of Guadalajara on the route to Puerto Vallarta, Tequila has always attracted daytrippers, but lacking non-alcoholic attractions, little tourism infrastructure developed. Until recently, the town only offered distillery tours and several tequila-themed museums. But the Mexican tourism secretariat bestowed a Pueblo Magico (Magic Town) designation on Tequila in 2002, which provides extra funds for promotions and municipal improvements. (The southern Jalisco towns of Tapalpa and Mazamitla are also Pueblo Magicos, along with Comala, Colima and San Miguel de Allende, Guanajuato). Tequila spruced up the entry road from the Autopista to the city center with its initial disbursement of three million pesos and later began fixing up the main square. Additionally, Tequila giant Jose Cuervo recently opened Mundo Cuervo, a mammoth complex in the town center. The company also sponsors an Agave Festival each spring, bringing fine arts to the town of 51,000.
Excerpt from Guadalajara Reporter - www.guadalajarareporter.com/
Charmless Tequila struggles to live up to 'Magic Town' label
Story by: David Agren - 12-Nov-05