selling www.choosingmexico.com colonial cities

Churrigueresque facade of the Church of de Alcala, Guanajuato

cobblestone streets of San Luis Rey city center, A Huichol artisan, Cathedral, San at night Zacatecas Luis PotosÍ

EXPERT ADVICE istory and culture have shaped Mexico’s colonial cities into compelling “The colonial cities do not look like, feel Recommend a driver: Advise clients to destinations that embody the essence of the country. “The colonial cities base themselves a a colonial city like San are the real Mexico, the Mexico that people need to be introduced to,” says like, or sound like any other place you Miguel de Allende for 4 or 5 days, and hire agent Mark Ohan. “The colonial cities do not look like, feel like, or sound like a car with driver to explore other nearby colonial cities for two or three of those any other place you have ever been. It’s like discovering a country you never have ever been. It’s like discovering a days, says Becky Jones, CTC, owner of Cathedral, in knew existed within a country that you thought you knew well.” Adds Colette Becky Jones Travel in San Antonio, Texas. the Baruth of GoGo Worldwide Vacations, “These are places where somebody country you never knew existed within a Car hire cost per day: about $100. “It’s very style can really feel the spirit and the soul of Mexico.” reasonable and it’s a great way to see the country that you thought you knew well.” cities and not be out on your own and driv- MARKETING TIP – Mark Ohan, President, Ohan Travel ing around and getting lost. There are also H escorted tours from some operators.” Get clients involved: “I would find Go for the group: Agent Hope Smith built everybody I ever sent to Mexico, Italy Guanajuato was the third largest silver more than 200 buildings with architec- many of them UNESCO World Heritage A COLONIAL who has already experienced other and escorted a small group excursion to and France who did something other producer in the world. Both the city and tural and cultural significance. Artisan Sites. The state is known for the QUALIFYING countries or cultures.” colonial Mexico earlier this year around than visit the major cities and I would SAMPLER adjacent mines are UNESCO World handicrafts produced by indigenous and sport of “charreria”, a THE CLIENT Interest in travel to the colonial cities the opening of the new Rosewood Hotels get a short email out to these people Heritage Sites. Don Quixote is revered communities throughout the state— competitive event similar to rodeo that spans a variety of demographics, “Colonial cities are something that I can and Resorts in San Miguel de Allende. She telling them to Google the colonial cities,” Aguascalientes here, and among the city’s many including ceramics, wood carvings was developed from animal husbandry although younger travelers 20 – 26 and suggest to a very specific client who I contacted a client who had previously trav- advises agent Mark Ohan. “Recruit your festivals is the annual fall Festival Inter- and instruments, hammered copper, practices used on the of co- The city is located about 300 miles those 50 and older are more likely can- know it would be good for. Someone a eled to the destination and encouraged that customers, involve them. Dare them to nacional Cervantino. The festival has its basketry and textiles—are available in lonial Mexico. The city’s annual Charro northwest of , in the didates than families with young chil- little more worldly, well-read, bet- client contacted her friends. “We ended up Google. Then put together a followup origins in the mid-20th century, when the city’s many markets. Monumental attracts about 10,000 heart of Mexico’s central region. The dren. “There’s the younger crowd; they ter educated. People who are look- with six women, and they loved it. That’s asking them ‘what did you think?’ Or, an short plays by Miguel de Cervantes spectators. The mining bonanza in the 400-year history of Aguascalientes is are active people, they like the culture, ing for something different,” says where the potential for group sales comes agent can pick three or four of these called “entreméses” were performed San Luis Potosí region provided enough resources for eloquently told in its monumental ar- and they’re interested in ecotourism or Travel & Leisure Magazine’s Mexico in. It’s amazing how these women will go cities and send out an e-mail with a little in the city’s plazas.The city’s colonial Zacatecas to launch important works chitecture, including the San Diego and San Luis Potosí is the archetypal philanthropic work,” says Mark Ohan, Expert Marianne Braly, managing direc- back and tell their friends. We are already information on each, and suggest there is heritage is evident in many structures, including the cathedral, from 1729; the Nuestra Señora del Rosario churches, colonial city, where the history and tra- president of Ohan Travel in Bethesda, tor of Now Voyager Travel in Huntington talking about a trip to Oaxaca.” more beyond the horizon.” In either case, the Government Palace with its murals, notably The University of Guanajuato, ditions of Mexico are part of the fabric Santo Domingo church; the former con- Md. “On the other side are people in Beach, Calif. selling the colonial cities requires cre- Morelos Theater, and the five original a kind of medieval castle built in green of life. Indigenous groups populated vent of San Francisco, today the Rafael their mid-50s and beyond. They are “This is how you can introduce ative, sustained and pro-active marketing neighborhoods (once feudal estates) quarry stone, and Nuestra Señora de the area before the Spanish arrived. Coronel Museum; and Hidalgo Market, inquisitive, well-traveled and have all someone to the other side of Mexico,” efforts. “It can’t be a one-off thing, the that form the grid of the city. The three- Guanajuato basilica, built of pink In later history the city was the capitol a whim by Don Porfirio Díaz and his the time and financial resources to fol- says Hope Smith, CTC, owner of Born agent has to be committed to it in order week Feria de San Marcos (San Marcos quarry stone. of Mexico, and the place where the French inclinations. low their interests.” To Travel in Sierra Madre, Calif. “It has to build awareness.” Fair) includes concerts, bullfights and Revolution started; leaders of Mexico’s Travelers who might feel intimidated to be someone you really know, some- the National Charo Championship, and Morelia struggle for independence met here, PRIME struggling to communicate in English one who is like a sponge and is willing attracts more than 3 million visitors The capital of Michoacán state was a turning point that is celebrated each are not the best fit, notes Federico to experience more of what Mexico has each year. Other points of interest the pre-Colombian center of the only Easter Week with the enigmatic Silence PROSPECTS Moreno-Nickerson, director of Carib- to offer.” The Palacio del Gobierno, include El Parian market, and the city’s peoples who were never conquered by Procession. San Luis Potosí is home to “The typical customer demographic bean & Mexico product development Consider the “intellectual disposi- Aguascalientes textile industry. the Aztecs; it displays its Indian roots countless architectural pieces, plazas, for colonial cities is someone who is for Classic Vacations. “If you go to tion” of clients as part of the qualifica- proudly alongside majestic colonial museums and gardens in the seven interested in the history, culture, arts a colonial city you will find bilingual tion process, advises agent Mark Bo- Guanajuato buildings. Morelia’s elegant Spanish neighborhoods that complete the map and gastronomy of the country,” says people at the front desk but if you ask han. “These are the people who go to a Of the old silver cities that grew from Colonial architecture gives it an aris- of the “City of Gardens”. Elizabeth Moriarty, VP of product de- the housekeeper a question in English museum and actually go to every floor, mining camps in a valley northwest tocratic feel; pink stone and baroque velopment for MLT Vacations. “It would she will smile but she will not under- and it spans all age groups. They are of Mexico City, Guanajuato is among styles dominate throughout. The city’s Zacatecas likely be either a repeat visitor who has stand what you are saying. The resort an inquisitive traveler as opposed the most beautiful and the most Centro Historico district, a UNESCO The city that produced one-third of all already been to some of the tourist destinations have gone out of their way to the mainstream traveler. These opulent. Architectural points of interest World Heritage site, was home to Mexico’s silver during the height of the destinations in Mexico, but is looking to meet all the expectations of Ameri- are very important attributes to define include churches and estates from the wealthy Spanish families who helped mining era is filled with 16th century for more exposure to the people and can travelers. The colonial cities are before offering the colonial cities.” 16th, 17th and 18th Centuries, when establish the city in 1541; it includes Moorish-style, pink limestone buildings, experiences of the country, or a traveler a different world.”

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