Uncovering Mexico

Uncovering Mexico

Jeremy Schwartz is the Mexico correspondent for Cox Newspapers. He is based in Mexico City.

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All the entries posted on July 16, 2008.

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Home > Uncovering Mexico > Archives > 2008 > July > 16

Wednesday, July 16, 2008

Next Mexican resort: Tequila!

By Jeremy Schwartz | Wednesday, July 16, 2008, 05:51 AM

Tequila. Tacos. Acapulco. In that order, those are the three words that Americans most associate with Mexico, according to a study by Mexico’s National Tourism Confederation. Hoping to take advantage of that invaluable name recognition, the small town of Tequila (the birthplace of the famous spirit) is positioning itself as Mexico’s next major tourist destination.

For years, Tequila has been a picturesque little pueblo near Guadalajara that’s home to such tequila giants as Jose Cuervo and Sauza. The town gets a fair amount of tourism, lured by tequila tastings and gorgeous turquoise fields of blue agave. A fun train, called the Tequila Express, runs from Guadalajara and is known for its very happy riders (at least on the return trips). But the place simply doesn’t have the infrastructure to support large scale tourism.

Officials recently announced a $7 million infrastructure improvement for scenic lookouts, expanded roads, and artistic fountains. Several new resort-style hotels are in the works, hoping to convince tourists to spend the night (most visitors are daytrippers).

I haven’t visited Tequila yet (although I’ve tasted some of the amazing artesenal tequilas available in Guadalajara), but for those of you who have, what do you think of the plan to make it more tourist-friendly?

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