Trails of flavor and development. Wine and tequila as binational tourism Engines

For years, tequila has been a symbol of Mexican identity around the world, while wine—from Baja California to Guanajuato and Querétaro—has earned international prestige for its quality and innovation. Today, beyond being iconic products, both beverages are positioned as strategic pillars for boosting high-value tourism that strengthens regional economies, drives foreign investment, and promotes deeper integration between Mexico and the United States.

In 2024, Mexico’s Ministry of Tourism reported a 17.3% growth in enological and agave tourism, generating revenues of more than 9.6 billion pesos, with direct impacts on municipalities like Tequila, Valle de Guadalupe, Dolores Hidalgo, and San Miguel de Allende. The Tequila Route in Jalisco alone received over 1.5 million visitors, 42% of whom were international tourists, primarily from California, Texas, and Arizona, according to the Tequila Regulatory Council (CRT) and the Mexican Association of State Tourism Secretaries (ASETUR).

In Baja California, the Guadalupe Valley welcomed over 800,000 visitors in 2024, consolidating its position as the country’s premier wine-producing region. Universities like CETYS and El Colegio de la Frontera Norte have noted that wine tourism has created more than 7,000 direct jobs in the region and triggered high-end hotel and culinary investments valued at approximately 5 billion pesos over the past three years.

This growth has sparked strong binational investor interest. In 2024, foreign direct investment (FDI) in tourism services related to the wine and tequila industries increased by 12.1% compared to 2023. U.S.-based companies such as Constellation Brands and LVMH (owner of Moët Hennessy) have formed strategic alliances with Mexican producers to offer comprehensive tourism experiences that include winery and distillery tours, regional gastronomy, scenic routes, and immersive technologies like augmented reality and smart tourism planning apps.

 At the same time, state governments in Jalisco, Baja California, and Querétaro have launched agreements with travel agencies and Mexican consulates in the United States to promote "trails of flavor" that link sister cities such as San Diego, Los Angeles, and Tucson. These initiatives strengthen tourism and cultural exchange. Digital platforms play a central role: according to the University of Guadalajara, 76% of bookings for tequila or wine tours are now made via mobile platforms, requiring municipalities to modernize their digital infrastructure and train tourism service providers.

The educational component has also grown. Several Mexican and U.S. universities, including the University of California, Davis, have signed partnerships with local institutions to offer joint programs in viticulture, sustainable tourism, and agro-industrial management. This not only elevates the technical profile of the sector but also generates value chains with significant rural impact.

Nevertheless, 2025 presents major challenges. The first is sustainability. Production regions face severe water stress, especially in the Bajío and northern Baja California. More efficient water management and the adoption of clean technologies in production processes are urgently needed. A second challenge is the formalization of employment in the rural tourism sector, where informality still prevails, limiting access to social security and professional development. A third concern is connectivity. While several tourist routes are already well-developed, many rural areas still lack adequate roads, signage, digital coverage, and security, reducing their attractiveness.

Furthermore, protecting denominations of origin against foreign imitations remains an ongoing diplomatic battle. In 2025, the new T-MEC trilateral panel is expected to address this issue, which affects not only tequila but also mezcal and Mexican wine, in light of unfair trade practices in global markets.

In short, the culture of wine and tequila is more than a tourism opportunity—it’s a model for binational regional development that is sustainable, tech-forward, and culturally rooted. The challenge is for all levels of government, private industry, and academia to collaborate in turning these routes into engines of shared prosperity. Wine and tequila are no longer just beverages; they are instruments of economic policy and cultural diplomacy with the power to transform communities.

Written by: Editorial

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