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XXIV TIANGürS TURISTICO 1999

CONOCIENDO MÉXICO

KNOWING MEXICO

SECRETARIA CENTRO DE ESTUDIOS DE TURISMO SUPERIORES EN TURISMO

CINE CENTRO CENTRO INTERNACIONAL ACAPULCO

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CONTENTS

Pag.

I.- INSTITUTIONAL CONFERENCE 1

II.- PRESENTATIONS

• Northern Mexico: No limits 14

• Wherer nature vacations: Sea of Cortés - Copper Canyon 20

• Pacific Beach: Fun, sport and business 24

• Colonial Treasure: A treasure forever 30

• Mundo Maya: An encounter with man, nature and time 37

• The heart of Mexico 44

1228

Tre-oh wirnrIrr in * AR• *r• XXIV TIANGUIS TURISTICO 1999

Mexico's Integral Tourist Policy: Our commitment vis-a-vis international competition

Héctor Flores Santana Undersecretary of Tourism of Development

Javier Vega Camargo Undersecretary of Tourism Promotion

Vicente Gutiérrez Camposeco General Coordinator of the Tourist Services Unit

Ministry of Tourism of Mexico Program Knowing Mexico

MEXICO'S INTEGRAL TOURIST INDUSTRY POLICY: OUR COMMITMENT WITH REGARD TO INTERNATIONAL COMPETITION

DEVELOPMENT OF THE TOURIST INDUSTRY

-Héctor Flores, Undersecretary of Tourism Development

INTRODUCTION

In the second half of the Eighties Mexico embarked unreservedly upon the internationalization of its economy, first by joining GATT and later culminating with the North American Free Trade Agreement with Canada and the United States.

In this process virtually no sector of the Mexican economy has escaped the process to re-examine its strategies, to develop, adopt or import technologies, to revise its marketing patterns; and above all, to strive for greater efficiency and competitiveness.

Our country's economic reform has also modified the country's dependence on petroleum revenue. Just 10 years ago petroleum amounted to 33% of all our exports, but in 1998 its share in the total amount was only 6.1%.

Mexico is now one of the main exporters in the world, with an annual volume of more than 120 billion dollars. This capacity to generate revenue can only be accounted for by a policy deliberately designed to encourage exports, facilitate a free market, and, of course, seek to be more competitive and diversified in terms of products and markets.

In this process tourism has played an increasingly important role, as reflected by the results in 1998, for example: .tj • Mexico received 19.8 million international tourists. • Our country's revenue amounted to 7.897 billion dollars, an amount 4.1% higher than 1997 levels. • The tourist industry raised 10% more foreign exchange than petroleum, and for the first time rose to become Mexico's second largest source of foreign exchange. • The balance of tourist trade showed a surplus of 3,629 billion dollars. This balance is equal to the deficit in the Balance of Trade and slightly more than half the Current Account deficit. • In an international context, Mexico ranks seventh in terms of the number of tourists, and fourteenth in terms of foreign exchange revenue. • The above shows Mexico's leadership in Latin America and the Caribbean, since no other nation in the hemisphere is among the top twenty places.

The tourist industry is a high priority economic activity for our country. More than 6 million Mexicans work in and around this bountiful industry, and of these, 1.8 million hold direct jobs.

In this knowledge, it is our responsibility to design and implement a comprehensive and participative long term promotion policy that will ensure the best utilization of the domestic and international tourist market.

The purpose of this presentation is to describe the policy criteria, strategies, programs and instruments that the Mexican Government is putting in place, under the coordination of the Tourism Ministry, to reach the important objectives called for by the National Development Plan, and more precisely specified by the Tourist Industry Sector Development Plan.

1 Program Knowing Mexico

I. CONDITIONS OF THE TOURISM DEVELOPMENT POLICY

Two fundamental conditions are derived from the above considerations as prerequisites for the present administration's Tourist Industry Development Policy: Sustainability and Competitiveness.

By sustainability we mean a framework that both covers and determines the dimension of the relation among three strategic factors: the community, the environment and investment.

An integral conception of these three elements should be convincing enough to attract the community's participation, especially by implementing solid proposals that respect the natural environment in which actions are taken.

Without this prerequisite the markets would be swift to react, since it is the market itself that demands this condition and that shows its preference for destinations which, by their respect for the environment, guarantee equal respect for visitors.

After the Rio Earth Summit in 1992 the need for sustainability has emerged and been accepted as an indispensable factor for development. In the tourist industry it not only refers to the all-important environmental aspects, but also implies the promotion of the profitability of this sector and the inclusion of the communities that receive tourists so they can participate in the benefits of this economic activity. For this reason the various strategies, actions and instruments of the country's tourist industry policy depend on sustainability as one of the elements that guide decisions in regard to incentives and investment with a long term vision.

There are two transcendental examples of concrete actions that represent significant progress in this area.

• Last Saturday President Zedillo and 24 other Heads of State, at a meeting in the Dominican Republic, formalized the creation of the Caribbean Sustainable Tourist Travel Zone which included the commitment to carry out 137 specific tasks. • In the domestic sphere, in September Mexico will hold the first National Forum that will conclude with a consensus about a National Sustainable Strategy for Tourism, including specific destinations and regions.

The other condition is: competitiveness. In order to be competitive in the tourist industry what is required is a consistent, conscious professional performance, not only to attract a larger and better market share, but, and more importantly, to provide total satisfaction to tourists, exceeding their expectations by means of an efficient performance. This will ensure a higher standard of living for all workers in the industry, and a more profitable return for investors who venture their capital in tourist projects.

The Tourism Ministry initiated this process by holding the First National Forum on Tourism Competitiveness last November, which was attended by practically all sectors involved in this business.

Who better than you, the professionals of this trade, can recognize the merits of these two conditions.

The world's globalization has given us the opportunity to receive more travelers and to offer them products and services that are suited to their way of thinking and acting.

The main thrust of our efforts is to make sure that in Mexico tourists will find a greater diversity of experiences to meet their expectations.

II. PRINCIPAL STRATEGIES

Based on the above we have identified three strategies whose integrated implementation is designed to strengthen our supply of tourism products, both for the intermediary and the consumer market.

The first of these strategies seeks to consolidate destinations which have traditionally been major centers for visitors and service, but which now need to give added value to what tourists already know. The purpose of the second strategy is to diversify, by adding to existing offerings new options with ample capacity in order to appeal to market segments that are more attractive because of their volume and consumption patterns, or to create new options of products, in line with consumer trends and the characteristics of our products.

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The third strategy is to develop more effective promotion and marketing schemes, based on an efficient network of distribution channels and points of sale, precisely in places where the type of public is found that is most receptive to our specific offers.

Ill. TOURISM DEVELOPMENT AND DESIGN PROGRAMS AND INSTRUMENTS

A basic need in any strategic effort aimed at promotion and provision of tourist services is product designed. This will serve to first create expectations that we must then fully live up to. Also necessary is the improvement and expansion of infrastructure to facilitate tourist activities.

For this reason we have set in motion a number of programs and instruments that ensure the creation of the required supply of products and the necessary conditions for marketing.

1. Product Development

• Product Development Technology

Government actions directed to the development of an all-inclusive offer are based on the principle of observing two basic characteristics: the offer be different and also competitive. The Tourism Ministry has undertaken the task of promoting product development, within the framework of a philosophy of competitiveness.

To this end a variety of instruments have been designed to build the "Mexico 2000 Tourism Competitiveness Program", with a view to the new millennium.

This includes the design of specific technology, assisted by methods to facilitate technology transfer, so that we may all be educated in the development of competitive products and the procedure required to drive this development.

The process focuses on four basic points: planning, competitiveness, tourism product development and integral marketing. It emphasizes the identification of the success factors of products currently favored by the various market segments.

I am very pleased to be able to say that at the conclusion of this seminar we will distribute three product development manuals, which are the first result of the competitiveness philosophy we are applying, and also the outcome of our joint efforts on product development which now, more than ever before, must be innovative, fresh and competitive.

• Activities to Create Interest in our Tourism Assets

The development of tourism products is based on two fundamental elements: diversification and differentiation. That is why it is so important to develop product lines, going beyond the mistaken notion that Mexico offers nothing but sun and beach, or products attractive only for their low price.

The integration of the activities that we are encouraging will be helpful for this purpose, since they are not only aimed at strengthening conventional offerings, but also alternative tourism products. We already have inventories of products such as spas, golf courses, marinas, hotel convention rooms and special facilities, hunting, ecotourism and adventure travel.

We are persuaded that the only way to further stimulate the length of stay and expenditure is by developing and marketing alternatives that offer greater appeal and wealth of experience for tourists in the various centers, destinations and regions. We are collaborating directly with the private sector in the implementation of such measures to encourage the interest of our visitors in the diversity of our tourist heritage.

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2. INFORMATION, THE KEY FACTOR.

Information is the raw material for making the right decisions. That is why we are committed to a major effort that will help the various sectors of the tourist industry to have information that meets three standards: truthfulness, timeliness and relevance.

We are engaged in an ambitious public information effort that includes publications in printed and magnetic media, and very shortly, by Internet.

As an example of this effort it is a great pleasure to present on this occasion the "1998 Statistical Compendium of Tourism in Mexico" and "100 Facts why Tourism is a National Priority".. Both publications are available in English and Spanish.

In addition, on your way out you will be given a form to fill in if you are interested in receiving information about revenue, visitors, balance of trade, hotel occupancy, etc. Please turn it in at the Statistic Information Section located in the Investment Stand.

3. INVESTMENT PROMOTION

In order to keep up and even accelerate the growth rate of the tourist industry, an indispensable condition is the continuous promotion of investment. To this end it is necessary to continue to expand physical infrastructure and to modernize and intensify tourism supply, which can only be done by directing public and private investment to this end.

Investment is the key to make the tourism sector generate employment and economic activity, and to make an effective contribution to regional development.

In this context Mexico offers a broad range of opportunities for tourist travel, not only because of its beaches but because of its history and heritage, its nearness to the United States market, the climate and the vegetation and wild life. Another opportunity is the opening of the economy, the legal security for investments, and the fact that we are resolved to be the best ally of direct capital investment to generate employment.

Let me inform you that a number of private projects in most of the country are currently in the planning and construction stage. These projects represent new investments amounting to 4.1 billion dollars in the next 18 months.

This investment, added to the ones already in place in 1998, will mean that 149 new companies have already begun or will shortly start operations, comprising a total investment of 6 billion dollars. It is important to know that the flow of capital has been directed toward investment in hotels, marinas, golf courses, hunting projects, spas, convention centers, ecotourism facilities, sports fishing, cruise ship infrastructure and others.

The impact that these investments will have in various states includes the generation of approximately 34,000 new direct jobs and 59,000 indirect jobs.

For the purpose of promotional strategy and product development it is fundamental for you to know what type of investments are being made and where: what the additional supply will be, which archaeological site can now be reached by road, where a new airport is being built, and what additional attractions may now be found in a given destination. At the Investment Stand you can learn details about the existing project portfolio.

4. REGIONAL PROGRAMS

An important part of the regional development promotion strategy is that the federal, state and municipal governments, as well as the private sector, have been working to consolidate or implement a variety of regional programs, designed to diversify and multiply the supply of tourist attractions, all of them complementary and in a coordinated way: 4 Program Knowing Mexico

The top priority regional programs are:

• Mundo Maya • Colonial Treasure • Northern Mexico: No Limits • Sea of Cortés – Copper Canyon Ecotourism Circuit • The Heart of Mexico • The Mexican Pacific

We now have integrated strategies and actions for all these programs that include product development actions, with routes, corridors and circuits; urban planning and development; public and private investment; promotion and marketing; employee training and development, and tourism training and culture, among others.

We are aware of the importance of updating and diversifying our products, and of giving information about recent developments in Acapulco, Morelia or Los Cabos, and also about new investments, which are made with full consideration of the prerequisites of sustainability and competitiveness, implementing strategies for consolidation, diversification and promotion, and with expert assistance and support from you, the tourism professionals.

In fact, because of its importance, the entire Seminar program of this Tianguis has been changed. Under the coordination of the Advanced Tourism Studies Center (CESTUR), a program was presented, called "Getting to Know Mexico", in which we introduce these regional programs, with a different approach designed to gain a position in the market for these splendid tourism offerings.

Ladies and Gentlemen, in closing let me say that 1998 was, unquestionably, a difficult year. The international scene caused instability and difficulties in the marketplace. Even so, our country held fast to strict discipline of its monetary, fiscal and trade policies, and this made it possible to continue our economic growth.

As I said at the beginning, tourism has been a major factor in these positive results. The formula is simple -- To have a clear, well defined policy, with precise measurable objectives, as the starting point for criteria, strategies, actions, costs and scheduling, and of course, the responsible persons.

All of this is done with the aspiration and firm purpose of bettering the living conditions of the Mexican people, of preserving and enriching the historical, cultural and natural heritage that is the priceless gift of a country endowed with freshness and simplicity: Mexico, our Mexico.

TOURISM PROMOTION

- Javier Vega, Undersecretary of Tourism Promotion

The promotion of tourism is one of the main pieces in the complex machinery that connects the development of products to the supply of services.

As you know, an effective promotion requires a comprehensive system that interrelates both advertising and marketing media and resources and the actors in the public and private sector.

With this aim, and within the framework of the Integral Tourist Industry Promotion Program announced last year, we continue to position Mexico as a multipurpose tourist destination, publicizing the many attractions our country offers nationally and internationally. For this purpose:

• We are promoting a greater inflow of tourists all year around, in order to lengthen the average stay and per capita expenditure of our visitors.

• We are reinforcing promotion efforts in the main markets of origin of tourists.

• We are diversifying our tourism marketing and distribution channels; and

• Our campaigns we are targeting the new demands of today's tourists. 5 Program Knowing Mexico

By means of this Program we are providing broader and more intensive dissemination for Mexico's tourism products and services.

All of this is designed to strengthen the country's tourism offering and be better able to confront international competition.

This Integral Program stresses ".MEXICO" as a corporate identity, including a graphic identification system, and establishing coordination of domestic and international advertising, public relations and direct marketing campaigns.

The various states and tourist destinations are also taking part in this integral program, which gives them an added value.

Furthermore, we have reinforced the mechanisms and forums for mixed cooperation between government authorities and private initiative, to thus obtain broader and efficient joint promotion.

The Program has concentrated on a new advertising campaigns in Mexico and the North American market. These campaigns promote the possibility of enjoying our country at any time of year, and the many options available for the various tastes and interests of today's tourists. At the end of this lecture we will show a few of the new commercials.

The National Advertising campaign, with the slogan "All Mexico, All Year Around" produces or assists in the production and dissemination of commercials aired on radio and network and cable television, in addition to printed material such as travel planners, posters and brochures. Paid insertions are published in the most important printed media —the press and trade magazines.

We also continue to support nationwide broadcasting of advertising of the various destinations and states of Mexico during official government air time on radio and television.

The North American Advertising Campaign, with the slogan "For Every Reason Any Season" is carried out in the main markets in the United states and larger cities in Canada.

The emphasis is directed to tourists with a higher average expenditure than our current visitors, and not only to traditional sectors but also to others with great potential, like adventure tours, groups and conventions, sports, culture and health.

The commercials are basically aired over cable television and in specialized sections in papers and magazines directed to both consumers and travel agencies.

A fundamental part of our promotional efforts is our intensification of public relations, not only to reinforce the campaign in North America but also, for the first time, launching a public relations campaign in Mexico.

By means of these campaigns we keep up and strengthen our relations with the industry, to which we regularly distribute information about this sector in Mexico.

As part of this program we organize familiarization trips for the trade press and we cooperate when reports on Mexico are produced by major magazines or film enterprises. We have agreed to a cooperative program with major international tour operators. We promote the publication of Travel Hotline Mexico, a publication in English for the international industry, and we have started a tourist bulletin for the domestic industry, so as to have a direct communications channel in Mexico.

As part of the Integral Program, the Mexican Tourism Promotion Council, made up of business leaders and government officials, continues to do a great job of promoting the concerted action of the two sectors, encouraging events and promotional projects.

For example, late last year, the Mexican Tourism Promotion and Business Forum was held in Japan, and was attended by outstanding Mexican businessmen as part of the Mexico — Japan Businessmen's Commission.

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The Council supports the implementation of programs to promote destinations, by means of videos shown on buses and television programs, like "Road Rules", shown world wide. The Council also promotes advertising campaigns for self service and videotape rental firms. For example, last year there was a promotion called "Summer Tastes like Mexico", to build awareness of the tourist industry's importance.

It also promotes the use of the MEXICO logo among the public and private sector, in order to develop our country's corporate image in institution and corporate advertising.

Another very useful tool of the Integral Program is Direct Marketing, by which promotional material is sent and the information requested is provided through the toll-free number 1 800 44 MEXICO and the fax on request FAX-ME-MEXICO.

We provide customer service in English, French and Spanish for tourism businesses and professionals and for tourists from all continents.

Promotional brochures are produced in Spanish, German, French, Italian, Portuguese and Russian for this program, describing the attractions and services of various tourism destinations. The destinations themselves are involved in the preparation of these brochures.

In view of the importance of new information technologies, we are working on various lines to update and modernize the SECTUR page on Internet, and we can see now some examples of this web site.

SECTUR's 14 Offices abroad play a fundamental role in promoting Mexico.

Their actions strengthen the presence of Mexico's tourism industry through their relations with local business.

• These offices organize trade shows and travel shows to help tour operators, airlines and distribution networks sell their trips to Mexico;

• They promote familiarization trips to more than 50 tourism destinations in out country for travel agents throughout the world to gain first hand knowledge of the infrastructure and diversity of our tourism attractions; and

• Training seminars are provided as an indispensable means to educate salespersons who are experts on the subject of Mexico as a destination.

SECTUR's representatives abroad also support the presence of Mexican industry at the 50 most important tourism fairs and events in the world; they encourage the participation of travel companies and destinations and arrange contacts for them with their foreign counterparts.

The Mexican pavilion was created to display everything our country has to offer as a multiple purpose destination. The infrastructure and services of our country are showcased, as are the attractions of beaches, colonial cities and archaeological treasures, including the possibility of alternative, sports and ecological tourism.

Other different kinds of assistance are provided, including logistics facilities , market research, arrangement of appointments and ongoing consulting during the event.

Some of the most important of these events are the London WTM, the Madrid FITUR, BIT in Milan, ITB in Berlin, the Chicago IT&ME, the Los Angeles ASTA and the Argentina FIT. Mexico was also present at events in new markets like St. Petersburg, Moscow and Peking.

I am very pleased to announce that at FITUR 99 the Mexican entry won the prize for the best stand at this important Spanish fair.

SECTUR offices abroad also take part in many other promotional activities, such as cultural and gastronomic weeks, arts and craft exhibits, and artistic performances or presentations, with the collaboration of Mexico's diplomatic service.

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The joint activity and coordination with state governments has made it possible to carry out events in the various states, like presentations, special seminars, exhibits and promotional caravans.

I invite you to continue to seek the assistance of our representatives abroad.

As regards air travel, we have promoted the opening of new international flights and we now have more regular scheduled and charter flights to major tourism destinations in Mexico from cities in the United States and Canada, and European centers like Frankfurt, Cologne, Munich, Berlin, Paris, Moscow and Lisbon, as well as from Buenos Aires with connections throughout South America.

We work intensively with Mexican airlines to open up access to key markets like Santiago, Montreal, Toronto, major cities in the United States, Argentina, Peru and Brazil.

In the area of maritime transportation we intend to increase the calls by cruise ships at Mexican ports by creating packages to combine trips by sea and land, offering beach, culture and adventure products.

Important agreements have been reached with the Florida Caribbean Cruise Association and federal government agencies for the better operation of cruise ships in Mexican ports, so as to have the most advanced infrastructure and state-of-the-art technology, in line with modern cruise ship specifications.

The National Chamber of Passenger and Tourist Motor Vehicle Transportation is carrying out an advertising campaign on radio and television to promote tourism travel to various attractions using the highway infrastructure and Mexico's modern, comfortable buses.

In a different area –we continue to promote alternative and sport tourism, to take advantage of the fact that Mexico is one of the countries with the greatest diversity of natural attractions in the world.

The diversity of climates and ecosystems, the variety of animals and plants, combined with the beauty of its landscapes are a great attraction for tourists in search of adventure, thrills, health, education and entertainment.

In most states of the country there are alternative products, like river rafting , kayaking, hiking, mountain biking, rappelling, diving and other water sports, golf, archaeology, spas, hunting and fishing.

Let's mention some of the innumerable examples: the adventure of rafting down the Filobobos River; extensive bicycle tours to admire the typical villages around Lake Patzcuaro; competing in one of the world's most important golf tournaments, the Senior Slam in Los Cabos, and enjoying one of the richest seas in the world, the Gulf of California; sports like mountain climbing or spelunking in the different Mexican mountains, not to mention the many activities available in the Mayan rain forest.

In brief, we can say without fear of contradiction, that Mexico is a country where nature, culture and adventure converge to make it a great attraction.

The group and conventions segment has a great potential in Mexico, not only because of the modern exhibit and convention centers in our country –there are at least 23 large facilities with capacity ranging from 1,400 to 24,000 persons - but also because of the added value provided by the cities and regions where they are located.

This is why we are promoting large scale national and international events, and encourage pre – or post- congress tours, so that conference attendants can enjoy the natural and cultural attractions near the congress venue, or even embark on longer trips.

We are preparing an inventory of exhibit and convention centers, in order to provide detailed up to the minute information about the available infrastructure and services in our country.

At the last International Conference of the Incentive Trip Executive Society, held a few months ago in Acapulco, the importance of this activity was emphasized, as well as Mexico's efforts to intensify the promotion of such trips.

In the area of Cultural Tourism institutional actions are being coordinated with those of other federal agencies, state governments and the private sector in order to strengthen this segment. 8 Program Knowing Mexico

I want to emphasize that the UNESCO has chosen Mexico to host the First Congress of Cultural Tourism and Gastronomic Heritage in Latin America and the Caribbean.

This important event will take place in Puebla on October 7 through 12, 1999, and will be attended by 500 participants from 32 countries in the region. You are all cordially invited.

Within the framework of joint cooperation between the public and private sectors, in 1998 the Tourism Ministry totally revised its resource allocation mechanisms for the joint promotion schemes called Mixed Funds.

This new scheme, called Tourism Promotion Funds, strengthens the participation of private organizations in the sector, and allows a direct reallocation to the states of funds earmarked for promotion.

I also wish to say that the Tourism Committee in the House of Representatives has undertaken the establishment of an entity with private and public participation, whose operation will finance and implement tourism promotion programs in Mexico.

Through this entity we will have a steady and increasing supply of supplementary resources to avoid budget fluctuations and thus respond to the industry's growth rate. With these funds we will be able to carry out programs on a more ambitious scale, in terms of larger coverage and duration.

CONCLUSION

We will make use of all these programs and instruments to promote Mexico and they are all at your service.

We are making known to the world the great natural diversity of our country, its extraordinary culture, the hospitality of its people and the infrastructure and services available to both nationals and foreigners for their enjoyment.

Mexico is responding to the demands of the new international tourist. We do not offer one but many destinations, with an immense range of options for all tastes, ages, interests and expectations.

To Enjoy For every reason any season.

Thank you.

TOURIST SERVICES UNIT

Vicente Gutierrez, General Coordinator of Development Tourist Services Until

The current market structure indicates that a cornerstone to reach and maintain high competitiveness rates is a culture of quality, in national, regional and global markets, where there is an increasingly keen competition to attract demanding visitors.

As has been said, in Mexico we have entered a stage of tourism development in which the tourists determine the characteristics of the products and services they want. Without a doubt, we are now actors in a historical transformation in which Quality plays the leading role.

The Programs carried out by the Tourist Services Unit are designed to raise the quality of tourism offers, providing direct services for both tourists and service providers, to complement tourism product development and promotion efforts.

Good services will guarantee a quality experience, in a setting of safety, thus increasing the value of tourism products and the competitiveness of the industry as a whole.

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Consequently, the target for our programs is to enhance the competitiveness of tourism services throughout the country by means of personnel training and development, and ensuring the safety and well being of tourists who travel the nation's roads and during their stay at their chosen destination, encouraging service of quality and excellence.

The principal programs for this purpose are:

• The National Crusade for Tourism Services Quality and Excellence • The Hygiene and Health Program ("Program H") • Social Tourism • Tourism Information (INFOTUR) • The Green Angels; and • Standardization

NATIONAL CRUSADE FOR TOURISM SERVICES QUALITY AND EXCELLENCE

With the purpose of promoting a higher quality of tourism services we have been carrying out a National Crusade for Tourism Services Quality and Excellence.

The objective of this program is to promote positive, measurable actions to meet and exceed the expectations of Mexican and foreign tourists.

The fundamental task of the Crusade is to incorporate leaders from tourist companies, the academic sector and all communities involved in the concept that quality should not only be an objective of production, but a way of conceiving tourism activities, in order to view this as an ongoing strategy and the central foundation for the new culture we want to build in our country.

Under this scheme training courses are given for the sector's members, in order

• To sensitize business leaders in the area about the adoption of a management model based on total quality, so as to upgrade the services and competitiveness of their companies. • To adopt security measures in their respective fields to provide well being for tourists. • To establish training processes for contact personnel that will bring about continuous improvement of services.

Under present conditions, all of us who work in this sector are committed to the integral quality of tourism services. This is a commitment to make sure that through better attitudes and values tourism will be strengthened as a sustainable and productive activity, prepared to succeed in an increasingly interactive and competitive world.

Quality is a decisive factor for competitive capacity, since quality in itself it is one of the biggest attractions for tourists, and is indirectly reflected in higher productivity, and consequently higher profitability as well.

In order to establish this integral quality the National Crusade seeks to meet the needs for professional performance of everyone in the country's tourism machinery.

Activities like those listed below are already under way:

• Refresher Courses for intermediate and higher education teachers. • Youth Forums for Tourism Intermediate and Higher Education Students. • Model Total Quality Management Courses directed to businessmen. ♦ Interactive videoconferences for government officials who deal directly with tourists. ♦ Training courses for contact personnel • Visa Instructor Training Courses for personnel in charge of instruction in tourism service companies. ♦ Distribution and dissemination of Children's Tourism Culture Booklets and Video Tapes, directed to children in elementary schools. Especially noteworthy is a comic book called "Qué onda con el turista", which helps to create awareness among children of the importance of tourism. ♦ Alternative Tourism Courses, that deal with ecotourism, and adventure, rural and ethnotourism, among others. 10 Program Knowing Mexico

We know that quality can only be attained by a new service culture, as the expression of a community's way of being. That is why it is so important to disseminate this philosophy.

HEALTH AND HYGIENE PROGRAM

"Hygienic Food Handling Program (Program H)"

In order to emphasize the issues of quality, hygiene and food safety for products served in food and beverage establishments the Crusade now includes a Hygiene and Health Program created in 1990 in coordination with the Health Ministry.

The essence of this program and its reason for existence is the implementation of quality standards and food safety conditions demanded by national and foreign tourists in the preparation and handling of foods and beverages.

To this end the Tourism Ministry is promoting a culture of quality, hygiene and safety in food and beverage preparation.

The assistance given for this purpose is:

1. Training of workers involved in food and beverage storage, preparation and service. 2. Technical consulting for companies, in order to upgrade their processes. 3. Training and development of instructors and consultants. 4. Preparation of promotional and teaching material.

As you know, the "H" Badge is awarded as recognition of the quality, safety and hygiene levels attained by establishments that voluntarily comply with these requirements.

An increasing number of establishments are now earning this recognition.

TOURISM INFORMATION (INFOTUR)

The Tourism Ministry has a public information system, called INFOTUR, to give information on hotels, transportation, rates, restaurants and bars, and also tourist attractions and sites.

The service is currently provided on a personalized basis, by mail or telephone. The INFOTUR service can also be used to book accommodations.

The information provided by this service helps tourists to plan their trip, making it possible to obtain in advance data such as distances, toll road rates, accommodation prices and other important data.

Through these actions the general public has access to reliable, clear and precise information, given to us by service providers.

GREEN ANGELS

The Green Angel Group provides free assistance to travelers through Mexico along 254 routes of national roadways, providing information, guidance, mechanical assistance and first aid.

During vacations when there is more traffic, the group intensifies its actions by means of operations in coordination with various travelers protection and assistance agencies and organizations.

The people who do this important work are continuously given training and refresher courses, and this has made possible an outstanding performance that has earned the group national and international recognition.

Special mention should be made of the work done by this group in 1998. Thanks to the efforts of their 966 members, a total of 536,500 tourists received assistance, 324,900 requests for information, orientation and first aid were answered, and mechanical assistance was provided for 143,500 vehicles. 11 Program Knowing Mexico

STANDARDIZATION

Actions are already under way in Mexico to protect consumers by means of developing and enforcing safety and quality standards. This set of standards guarantees that the establishments and services offered in the country meet user expectations.

Companies are also driven to raise their competitiveness by this means.

In addition to the standards already in place, in 1999 three new topics will be evaluated by the appropriate Working Groups, with the purpose of achieving excellence of our tourism destinations.

1. Integral tourist assistance services. 2. Minimum operating safety requirements of nautical tourist services. 3. Adventure and ecotourism companies and operators.

SOCIAL TOURISM

The Tourism Ministry recognizes that social tourism is a major responsibility of any country's economic and social activity, because it reinforces the country's culture and creates awareness of national values. It also provides low income sectors of the population with the opportunity of getting to know their own country, and it fosters affordable facilities and spaces for recreation.

Consequently, this program is designed to provide the means so that facilities are made available to travel in appropriate conditions of safety, comfort and low cost.

To make this possible we have acted in concert with tourism services providers and public and social institutions, and we have strengthened organizations that implement social policy, by organizing "packages" and providing public information about them.

We are currently promoting the formalization of agreements and understandings with labor organizations and service providers to disseminate information about low cost packages to help in this activity and to benefit the communities.

Acting within the Social Tourism Program the Ministry will carry out the following activities:

• The National Social Tourism Forum, which gathers together representatives of agencies that promote social tourism both in Mexico and abroad, in order to exchange experiences and ideas and to find new formulas for further development of this kind of travel.

• The "Vacations within your Reach" Tourism Exhibit, which is a showcase for tourism companies that promote and market low cost family tourism products.

♦ Radio Programs called "Let's All be Tourists" that is broadcast to all the nation every Thursday from 11 to 12 a.m. over XEB, 1220 AM, and also to Guatemala and the southern United States. This program promotes a variety of low cost tourism packages.

♦ Fortnightly supplements of "Tourism for All" in the La Prensa and El Universal dailies, which have a combined circulation of approximately 240 thousand, with information about tourist offers in various places of recreation, culture and entertainment in the various states of Mexico.

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CONCLUSIONS

Our age demands of all of us that we make tourism a profession through training and specialization of human resources, as one of the formulas to confront the challenge of the coming years.

In this context it is of the greatest importance to maintain and improve the quality of tourism services, creating conditions that will enable us to compete in the main international markets by promoting excellence of tourist services.

Those of us who work in this sector are certain that Mexico will continue to advance as one of the principal tourism destinations in the world.

FINAL CONCLUSIONS

This Twenty Fourth edition of the Tourism Tianguis is the last of the century and of the millenium. Tourism in Mexico and the world is coming to the end of this era with very good results and with high hopes. For this reason this reunion of friends and partners is a cause for rejoicing, for happiness and satisfaction.

We should commend ourselves for working together, for sharing ideals and for believing in this generous and promising industry that has such a great future for the coming century.

In particular, today we are united by the purpose of making Mexico the tourism destination par excellence as we enter a new millennium.

Oscar Espinosa Villareal, Mexican Minister of Tourism, wishes to thank each and every one of you for your support of our country and for the confidence you place in the future of this great nation.

You may count on the firm commitment of the Ministry of Tourism to continue working with you to respond to the new challenges posed by international competition.

We wish you the greatest success in your business, because not only the success of your companies and the well being of your families depends on this, but also the development of entire communities and regions in our countries.

Let us continue to value our resources at their true worth. Let us make better use of the great natural and cultural heritage that has been bestowed on us. Let us achieve even more. Let us help more and more visitors enjoy this fascinating and magical country, hospitable and generous.

Because the age of tourism has come to this country full of history, present and future.

I appreciate your kind attention.

Thank you.

13 ,..

^.. M ...... a+m Y . iliv XXIV TIANGUIS TURISTICO 1999

Northern Mexico: No limits

Baja California, Chihuahua, Coahuila, Durango, Nuevo León, Sonora and Tamaulipas Program Knowing Mexico

Northern Mexico: No limits

We sincerely hope that your Twenty Fourth Tourism Fair -- the Mexico Tianguis 1999 – is living up to your expectations and that you find ways to reinforce the tourism products you offer with more and better destinations for your customers.

If you are looking for spectacular products that will provide total satisfaction, you made the right choice in coming to this presentation, where we will discuss a new tourist circuit that will surpass the expectations of your most demanding and sophisticated clients. Would you like to take a look?

The curious thing is that this destination has always existed and it is enormous - not just in size, but in the variety and quality of choices for boundless enjoyment on an unforgettable trip. No matter how long the traveler stays, he or she will never have enough time to savor the many attractions. People who discover it will always want to return.

For your nature-loving clients who relish Ecotourism there is the fascination of mountain forests, awe-inspiring canyons and cliffs, waterfalls, and the plants and wild life of the beautiful beaches and magnificent deserts. They are sure to delight in the experience of accompanying giants of the sea, the friendly whales; or perhaps they will be lucky enough to swim with giant manta rays; or to see the smallest whales in the world. They will enjoy the most varied and amazing vegetation, ranging from lush tropical plants to the many different cacti of the desert and semi-desert areas -- breathtaking landscapes that are a sanctuary for a great wealth of flora and fauna.

For those of your customers who like adventure tourism, this destination is unsurpassed. There is hiking and mountain biking, surfing, rappelling, and, obviously, all the exciting water sports.

If history, culture or archaeology are the major attraction for your clients they will find places where important chapters of Mexican history were written by figures like Miguel Hidalgo, Benito Juárez, Francisco I. Madero, Venustiano Carranza, Alvaro Obregón, Pascual Orozco and our legendary and controversial Pancho Villa, among other key historical figures. They can also admire enormous cave paintings and archaeological sites of imposing age-old cultures that perhaps represent our most remote origins.

If you have clients in search of modern amenities and exciting night life and who also enjoy gourmet food, our destination offers the most exciting discos, a favorite haunt of the Hollywood jet set. In addition to the most modern tourist infrastructure and its delicious and varied cuisine this is the birthplace of the world famous Caesar salad, the Margarita cocktail, and some people claim that it is also where Clamato originated. And what about tender charcoal-grilled kid, delicious "machaca" or shredded dried beef, and stuffed crab? The fact is that that the list of gastronomic delights in this destination is endless.

If your clients want relaxation and peaceful scenery, what about a train ride to admire magnificent vistas of mountain ranges and canyons of entrancing beauty and lush vegetation? Or, perhaps they can discover the exotic beauty of our deserts, or maybe you would rather take them to a some almost virgin beach paradise. Life is not long enough nor our vision wide enough to exhaust the immensity and diversity of our landscapes, and it is not unusual for visitors to be thrilled by the sight of the masterpieces Nature has lavished on our destination.

For your clients with more specialized interests, our destination offers international-class golf courses, home to major tournaments. Also available are deep sea fishing and terrific underwater adventures. If your customers like to shoot, there is also Hunting Tourism in this destination where hunters can find highly prized game in marvelous natural scenery, and where the protection and breeding of our beautiful animal species are controlled and encouraged. Our Grand Tourism hotels compete favorably with their peers in any part of the world.

Simply stated, for your clients who are bored and tired of traditional tourist spots and who are traveling less because they feel they have seen everything there is to see in Mexico, our destination will revive their interest.

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And the most curious fact of all is that this magnificent destination is disregarded by some marketers of tourism products. That is why today we want to show you just a little bit of everything that can be found in Mexico's northern border area, which comprises the states of Baja California, Sonora, Chihuahua, Coahuila, Nuevo Leon, Tamaulipas and Durango. We are talking about the tourist circuit called Mexico North, which is at present one of the fastest growing destinations, both in terms of the inflow of domestic and foreign tourists, and in terms of the available attractions. It is a pole of tourism development that is well worth including in the range of products that you offer.

Its extension and wealth of attractions is summarized in our slogan:

Mexico North – No limits!

But what are the real facts about our tourism circuit? Let me show you some charts:

This one shows the increased number tourists from 1994 to 1997. This figure rose from approximately 74 and a half million to nearly 81 million per year.

This other chart indicates the fluctuations in pleasure trips to our destinations between 1992 and 1996, and it reflects a significant recovery and a rising trend.

However, the area has such high potential that current figures are not in line with either our installed capacity or the growth that can be achieved in the short and medium terms. And that is why we have implemented the Mexican North Border Tourism Service, Development and Promotion Program, with the participation of federal and state governments and private enterprise.

This calls for the development of competitive, sustainable tourism products, and urban infrastructure planning and development.

The Program is already under way and will bring about a significant flow of domestic and international investment that will make the various destinations in our circuit even more attractive.

In addition, an advertising and public relations promotional program is being implemented, designed to stimulate interest in our magnificent destination even further.

As you can see, Mexico North has emerged as one of the strongest growing poles of tourism development in the short and medium term. The circuit has the support of political will at state and federal levels, plus the enthusiasm of Mexican and international private enterprise, but what is even most important is that there is a destination of monumental dimensions with an inexhaustible store of tourist attractions that to date have been mostly untapped, but which are on the way to becoming one of the most popular tourist products in Mexico.

There is only thing left to say - the most important of all:

Your participation will be decisive for promoting and marketing our destinations.

We are counting on you.

And now fasten your seat belts as we depart for a few minutes from the beautiful port of Acapulco to travel on the wings of video to Mexico North.

Our trip b{gins in Baja California, a fragment of Mexico that decided to go to sea - - - creating the fantastic Gulf of California.

Mexicali, founded about a century ago, is now a modern city with top class tourism infrastructure.

Very near by, thermal waters flow through the Cañón de Guadalupe.

The "Constitución de 1857 National Park" is the perfect spot for camping, surrounded by pines and firs on the banks of Lake Hanson and overlooked by majestic granite peaks.

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Tijuana is the most visited city in the world because of the discos, the Jai Alai, the horse race track and its famous restaurants.

The Mexitlán Miniatures Museum in downtown Tijuana gives visitors a picture of the most important places in Mexico in just a short time. There are four regions for Hunting Tourism in the state, where tourists can shoot mountain sheep, ducks and geese.

Rosarito Beach, near Tijuana, and Todos Santos Island in Ensenada Bay are ideal places for surfing, among many other sports. Rosarito has turned into a major tourist attraction as the location where the film "Titanic" was shot.

Ensenada is called the Athens of Baja California because of its active cultural life and its very special place in the history and traditions of the state. It is also Mexico's biggest fishing port. More than 75 sports, cultural and gastronomical events are held every year.

A little to the south of Ensenada is La Bufadora, a rock formation where breakers crash forcefully through a cave and erupt to great heights, making a noise like that of a bellowing bull.

The quaint little town of San Felipe is a perfect choice for game fishing.

The sound of the Sierra de la Rumorosa makes an ideal background for its lovely rugged landscape. Near the town of Rumorosa is an archaeological site called El Vallecito, with cave paintings. Particularly outstanding is "The Little Devil" whose eyes light up naturally on December 21 st, at the time of the winter solstice.

Our rapid tour now moves on to the state of Sonora.

Its proud capital, Hermosillo, boasts notable examples of neoclassical architecture.

The Guaymas beaches have their own peculiar charm, covered as they are by exotic seashells and bathed by warm, shallow water. Just 24 kilometers away is San Carlos Bay, where gray whales swim offshore in spring.

17 miles farther north on the famous San Pedro Nolasco Island, is a large group of very friendly sea lions, which enjoy swimming with people. The craggy island is also home for sea eagles and other interesting birds for visitors to watch.

The Sea of Cortes is the habitat of more than 800 different forms of sea life. A real diver's heaven!

There is a unique species of marine mammal that can only be found along the Sonora coastline. This is the delightful and charming "micro-whale", called the "vaquita", or little cow, because it is so tame and timid. The biggest full-grown adult measures no more than 1.20 meters.

Another village on the Sonora coast is Puerto Peñasco. Peñasco means "cliff' and the port was named for the great rock formations that challenge the ocean's might. Puerto Peñasco is a tiny seacoast paradise, where countless numbers of fish, shrimp and different sea birds gather. Lovers of deep sea fishing can take home trophies of sailfish, porgy, bass and croaker.

Ten kilometers over the golden desert dunes is Cholla Bay, a little haven for water sports.

Tiburon Island, or the island of the Seri people, was declared a Natural Reserve and Wild Life Sanctuary in 1963. From the island, observers can watch dolphins, sea lions and sharks swim by.

Thousands of cacti of different forms with exotic blooms adorn the great desert of Sonora with a strange but exquisite beauty.

In the heart of this desert is El Pinacate, a biosphere reserve with craters that look like a moonscape. However, unlike the sterile lunar surface, the Sonora desert is home to beautiful species of endangered plants and animals, which are now zealously protected.

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All along the coastline and mountain ranges of Sonora there are a great many extremely interesting examples of prehistoric cave paintings.

Located in the southeastern part of the state is Alamos, a colonial jewel with buildings dating back to the seventeenth century.

The next stop on our swift tour is Chihuahua:

The capital of this impressive state has been the scene of important events in Mexican history. Did you know that Hidalgo spent his last days in a jail cell in Chihuahua before being executed? Or that it was the seat of President Juarez' government during the French Intervention? Or that it was Pancho Villa's general headquarters?

The lovely cathedral with a Mexican baroque facade and dome that recalls St. Peter's in Rome, and which took one hundred years to build, is also to be admired.

The amazing Conchos Desert is in Santa Elena Canyon, a protected area that is the habitat of extraordinary varieties of cactus and other species of local plant life. This desert is also home to pumas, wildcats, deer, shrews, coyotes, wild boars, tortoises, rattlesnakes and many different birds.

Altares is a fruitful hunting ground for paleontologists, with its rich deposits of land and sea fossils.

The Coyame caves are impressive for the beauty of their intricate halls, corridors and galleries.

The Chihuahua - Pacific Railroad is a remarkable feat of engineering and human perseverance, in addition to being sheer enjoyment for tourists. The train will carry you through 87 tunnels and over 37 bridges. The view from Divisadero station, or the Viewing Place, is a sight that no one should miss.

In Delicias, the Hotel Norte well deserves a visit to admire its magnificent collection of antiques. Another place to go is the Paleontology Museum with fascinating fossils and bones of the dinosaurs that inhabited the region thousands and millions of years ago.

Ten kilometers from Casas Grandes is the Paquimé archaeological site, surprising because of the clearly evident Mesoamerican influence, such as a ball court and the worship of Quetzalcóatl. Paquimé was recently declared a World Heritage Site by UNESCO.

The Basaseachi Falls National Park boasts the largest waterfall in Mexico, called Piedra Volada, where the river cascades down from a height of 453 meters.

The golden light of sunset over the Copper Canyon paints a view of breathtaking beauty.

Arareco Lake, surrounded by pine and oak forests, is a paradise for lovers of Ecotourism.

Chihuahua, Coahuila and Durango share a region called the Zone of Silence, located in the Mapimí Depression, where Hertzian waves are unable to travel. A place of mystery, magic and knowledge, it is now a biosphere reserve for the protection of desert plant and animal life.

Now let's move on to the state of Durango.

The state capital, Durango, is a city rich in colonial treasures, with buildings from the seventeenth, eighteenth and nineteenth centuries. Especially beautiful is the cathedral, with a medley of styles in which the baroque stands out, the Government Palace, and the Ricardo Castro theater in the Porfirian style and the neoclassical Victoria theater.

Very near the state capital, there are spas with hot mineral springs and also the lovely El Saltito waterfall, which has been used as a location for numerous Mexican and foreign films.

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Spectacular reservoirs, imposing canyons, forests, rivers, lakes and natural swimming pools formed by mineral springs make Durango a natural backdrop for films. Its landscapes make it an ideal location for fishing, rappelling, hiking, mountain climbing, water skiing and swimming.

Lago Santiaguillo is a marvelous natural spectacle because of the thousands of different migratory and resident species to which it is home.

The Laguna region of Durango covers the famous Zone of Silence, now a biosphere reserve, where phenomena caused by high magnetism are being studied.

Anyone who wants to travel to the Old West would have to start in Durango, where so many Westerns have been shot. The sets from immortal films are still standing, including those of many movies starring John Wayne, who fell so deeply in love with the Mexican Old West that he bought two ranches in Durango.

We now come to Coahuila.

The state capital, Saltillo, is the site of Santiago Cathedral, whose magnificent silver altarpiece toured the world with the exhibition called "Mexico – 30 Centuries of Splendor." It is worth taking a walk along its brick-paved streets, where stately old homes take us back to a more gracious past.

The Bird Museum, housed in what was once St. John's College, is the most important of its kind.

Some interesting spots to visit in Parras de la Fuente, known as the "Oasis of Coahuila, is the oldest winery in Latin America, the College of St. Ignatius of Loyola, with its splendid collection of colonial paintings, and the Church of the Holy Cross at the top the Sombreretillo mountain. This city was the birthplace of Francisco I. Madero, known to Mexicans as the Martyr of Democracy.

The Church of Sta. Rose de Lima, built in Monclova in the eighteenth century, contains a lovely mural of Venetian mosaic, the pride of Monclova citizens.

The Arteaga Sierra is a paradise for lovers of cycling, camping and rappelling, where striking terrain lies in its mountains.

Boquillas del Carmen is a protected zone for deer, black bear and other species.

The city of Torreón is a historical site where Pancho Villa defeated federal troops in 1914. Its Anthropology Museum houses some very interesting vestiges of the ancient dwellers of the area.

The historic book by Francisco I. Madero, "The Presidential Succession", was first published in San Pedro de las Colonias, Coahuila. An unforgettable experience that calls for cool nerves is the ride across Ojuela Bridge, spanning 317 meters over a canyon that is 175 meters deep, while the wind whistles around you.

The Viesca dunes spread over many miles of continuously swirling fine sand, and awake admiration of the desert scenery.

On the road from Saltillo to Monterrey, the Coahuila desert still bears traces of the first inhabitants of this land, thousands of years ago, who left fascinating stone carvings and paintings in the Ahumada Cave that tell part of their history. The entire region abounds in marine fossils because it was the bed of a vast sea when the Earth had a different configuration. Discovering large fossil conch snails is part of its charm.

Cuatro Ciénegas Valley, another protected area, is covered by interconnected clear water pools, with a biodiversity unique in the world. National Geographic magazine called it "... an aquarium in the Mexican desert."

The next stop on our tour is Nuevo León: Monterrey, the state capital, is a vigorous modern city, with extensive urban development, and has many cultural and entertainment attractions for young and old alike.

Southeast of Monterrey is the Huasteca area, with cliffs that are ideally suited for rappelling.

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Another other excellent spot for this sport is Matacanes, and it is fun to follow the river to the famous waterfall of "Cola de Caballo".

For spelunkers there is a great variety of caves of spectacular beauty in the area, like La Tierrosa, El Tabaco and Gruta de la Cebolla.

Another special attraction is the Estrella Biopark in Montemorelos, where 600 animals of 40 different species roam freely. There is also a children's play area, a rodeo with miniature horses and much more.

We come to the end of our tour in Tamaulipas:

Tampico is not only Mexico's biggest seaport, it is also a colonial jewel with a very special regional flavor.

The beaches in Tamaulipas include Miramar in Ciudad Madero, plus rivers, reservoirs and lakes that provide all the kinds of water sports that are characteristics of the state. But in addition there are also breathtaking beauty spots further inland.

One of these is the biosphere reserve with the alluring name of El Cielo, or Heaven, where you can move from a tropical to a temperate climate in a relatively small area. Innumerable birds, reptiles and amphibians have chosen this place as their own haven.

A waterfall in semidesert country? You can find one In Tamaulipas. Do you want to see colorful macaws fly down from the mountains to pilfer nuts from backyard groves? Only in Tamaulipas.

Its natural beauties are too many to count, but there are other reasons to visit Tamaulipas. Those reasons are called Matamoros, Nuevo Laredo and Reynosa, thriving border cities with intensive business and night life.

We are back again in the lovely port of Acapulco. Thank you for coming with us on this trip to the tourism pole of the new millennium. In just a few minutes we have seen a just some of the attractions that will make Mexico North an irresistible destination.

A destination where satisfaction knows no limits!

19 XXIV TIANGUIS TUMSTICO 1999

Where nature vacations: Sea of Cortés - Copper Canyon

Baja California Sur, Chihuahua, Sinaloa and Sonora Program Knowing Mexico

Where nature vacations: Sea of Cortés — Copper Canyon

This is an opportunity not only to share new ideas and new options for product marketing and design, but also a chance to become better acquainted with your needs and opinions.

I want to take advantage of this forum to tell you about a tourist destination full of diversity, both in its scenic beauty, flora and fauna, and in the great number of activities it offers visitors. It is the Sea of Cortés - Copper Canyon tourist circuit that follows a route through the states of Chihuahua, Sinaloa, Sonora and Baja California Sur.

Few sites in the world are able to offer such a complete tourist package. Mountain ranges, imposing rock formations, spectacular views of canyons and ravines, Mexican Indian communities where the people continue to live in the same way their legendary ancestors did, colonial cities with fewer than 1,000 inhabitants, and landscapes with dunes and deserts.

And on the same circuit, there are modern tourist resorts, water and land sports, luxury cruises, night life of the highest category, long stretches of beaches along the Sea of Cortés, and exclusive restaurants with international cuisine.

Such a vast mosaic of possibilities calls for the planning of a complete circuit, using various means of transportation: airlines, the railroad, maritime transportation and highways.

National and international airports link the region to the rest of Mexico and to the world. They are located in each of the region's four state capitals, as well as in the most important cities. Thus, arrivals by plane can be planned for Ciudad Juárez or Chihuahua, in the state with the same name; in Culiacán or Mazatlán, in Sinaloa; in La Paz, Los Cabos or Loreto, in Baja California Sur; and in the city of Hermosillo, the capital of Sonora.

However, the circuit we have designed begins in the city of Chihuahua, whose airport receives Aeroméxico and Aerocalifornia flights, as well as Continental Airlines' recently inaugurated flights from Houston.

Traveling by railroad is unquestionably a different experience for all of us who are used to reducing travel time in order to spend more days at our destinations. But the Chihuahua-Pacific railroad is more than a means of transportation; it is a scenic vantage point on rails that carries its passengers through spectacular terrain.

It is also a marvelous feat of engineering, since the train goes through 87 tunnels and crosses 37 bridges that have been carved through mountains and surmounted cliffs and canyons. The result is a trip with scenes of incomparable beauty. The route through the mountains crosses seven canyons, including the Copper, Urique, Candameña and Sinforosa canyons, and goes by the spectacular Basaseachic waterfall, one of the highest in Latin America.

The train also goes through several Chihuahua towns. Nuevo Casas Grandes is the first, if you board the train in Ciudad Juárez. It is a town surrounded by man-made lakes and swamps, and its importance lies in the fact that it is only seven kilometers from the most important archaeological site in northern Mexico, Paquimé, an adobe city that flourished between 900 and 1340 A.D.

One of the first towns where the train stops when it leaves from Chihuahua is Creel, which is considered the gateway to the Copper Canyon and is surrounded by old missions, beautiful lakes and waterfalls, as well as a site known as the valley of the mushrooms, because of its strange rock formations. In Creel, there are inns and motels, as well as tour operators who organize tours and excursions.

The Divisadero-Barrancas station is located only 27.5 kilometers to the south of Creel. This place is one of the most spectacular sites on the tour, since its geographical location provides a view from which the Urique, Cobre and Tararecua canyons, which form part of the enormous geological complex of the Tarahumara Sierra, can be admired in all their splendor. The four hotels in Divisadero-Barrancas offer their guests an incomparable view of the mountains.

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In addition to the scenic beauty, the attraction of staying one or two days in Divisadero is its proximity to some of the Tarahumara Indian groups in the region. They live in caves, wear their unique white cotton clothing and colored skirts, eat what they plant themselves, and sell original crafts.

Guided tours, mountain bicycles and horseback excursions through the mountains can be arranged at any of the hotels.

The Bahuichivo station is located 30 miles south of Divisadero. Getting off the train and traveling 10 miles over a dirt road to Cerocahui, an old town founded in the seventeenth century by Jesuit missionaries, is well worth the effort. There are two hotels in the town and, if you stay overnight, you can visit the Mission of San Javier de Cerocahui, now a home for Tarahumara girls, as well as a beautiful waterfall near the town. Only 16 miles away is the Colina Gallegos, which provides a splendid view of the Urique canyon.

In 1998, approximately 125,000 people stayed at one of the hotels in the Tarahumara mountains. Ninety-five percent of them made the trip for pleasure, and 70 percent arrived by train. Earnings amounted to 315,467,447 pesos, more than 20 percent of the tourism revenue for the entire state of Chihuahua.

When the train leaves the mountains, it enters the state of Sinaloa at practically the same time. The first town at which it stops is El Fuerte, founded by the Spanish in 1564.

The town has a strong colonial atmosphere with cobblestone streets and brick houses. Those who decide to stay in one of its two hotels, both colonial, will be able to visit some of its old buildings: the Municipal Palace, the Cultural Center and the Church of the Sacred Heart of Jesus, as well as the main plaza, where a unique iron kiosk is conserved.

Los Mochis and Topolobampo are the two final destinations on this incomparable train trip. Los Mochis is a town that grew thanks to the agricultural development of the area surrounding it. Founded at the beginning of this century, it is now a modern and prosperous city with good tourist infrastructure, including hotels, restaurants and night life.

Topolobampo, in turn, is an important port located on the eastern shore of the Sea of Cortés in the Bay of Topolobampo. Its inhabitants' main activity is catching shrimp, and tours on shrimp boats equipped with restaurants and bars are organized. At El Farallón, a rock islet jutting out of the sea, walruses, seals and sea gulls can be seen, and underwater views display a variety of marine fauna.

The coast of Sinaloa is precisely where it's time to change from rails to the ocean. The ferry to La Paz leaves from Topolobampo, and takes 10 hours. The trip provides an opportunity to admire the clear blue waters of the Gulf of California and enjoy the unique experience of navigating between two visible coasts.

La Paz, the capital city of Baja California, holds out the promise of peace in its name. It is a coastal city where fishing is the top priority. Its food and beaches, such as Coromuel, Caimancito, Tesoro, Balandra and Tecolote, as well as its incredible sunsets, are prized by all visitors who long for a few days of sea and tranquillity.

In La Paz, there are 1,866 hotel rooms, and their occupancy rate in 1998 was 60 percent.

Less than 70 miles from La Paz is one of the world's most exclusive tourist areas: Los Cabos, a tourist corridor 20 miles long, located precisely on the southern tip of the Baja California Peninsula.

This site, where the waters of the Pacific Ocean and the sea of Cortés merge, is a privileged natural area where two vast regions meet: the waters of the ocean and the desert. Kilometers of dry sand with cactus landscapes face immense stretches of seemingly endless saltwater. Rising out of this setting along the rugged coast, there is a first rate hotel complex, where luxury and comfort are taken for granted.

The best known landmark of Los Cabos is undoubtedly the famous stone arch. This natural rock formation, which could well be interpreted as a gateway to a different world, is now the symbol of an exceptional tourist setting.

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In addition to its famous beaches, including Amor, Médano, Hacienda and Costa Azul, Los Cabos offers ideal conditions for deep-sea fishing. Marlins, sailfish, dorados and tuna fish abound in the Pacific waters, and the place is consequently the site of several international tournaments, including the renowned Bisbee's Tournament.

The estuary of San José del Cabo, a town located at one end of the corridor, is a unique ecosystem whose shores offer sport fishing, and its surrounding areas are ideal for ecotourism and adventure tourism. It is one of the attractions that has made the region a favorite international tourist destination.

Los Cabos also offers scuba divers ideal places for their favorite sport. Cabo Pulmo, the only coral reef in this area, is located near the coast and, nearby, divers can enjoy the spectacular underwater sand falls, where sand mysteriously and slowly slides continuously to greater depths.

There are approximately 6,000 hotel rooms in the tourist corridor of Los Cabos, and 90 percent of them are classified in the tourist category. In 1998, hotel occupancy was 65 percent.

After returning to La Paz, a ferry takes the visitors to Mazatlán, a tourist city and commercial port located in the state of Sinaloa. More than 9,000 hotel rooms and time share units make Mazatlán one of the main tourist destinations in Mexico.

Although the city's architecture has pleasing colonial touches, the hotel zone is completely modern and functional. It has one of the world's longest coasts, along which there are first class restaurants, discotheques, night clubs and entertainment centers. In 1998, approximately 1,100,000 tourists visited Mazatlán, of which 60 percent were Mexican and 40 percent were foreigners.

In the city, visits can be made to the Cathedral, the Angela Peralta Theater and the market, where the best crafts in the region are sold.

From Mazatlán, the trip north by land begins. Culiacán, the capital of Sinaloa, is 140 miles away. Located in a fertile valley, Culiacán is an important administrative, financial and agricultural center. Some of its outstanding attractions are the University of Sinaloa, the Cathedral, the white building on the main plaza, the Constitutional Civic Center and the Zoo. For those who want to try something typical, there is nothing better than the famous enchiladas del suelo or the traditional chilorio dishes.

The next stop is Navojoa, a city located 360 kilometers from Culiacán. It is in the state of Sonora, and is an important wheat and cotton producer. Its attractions are the Mocuzari reservoir, where there are water sports and duck hunting, and the nearby beaches on the Yavaros Bay, including Las Bocas, Huatabampito and Médano Blanco. There are several hotels and motels in the town, as well as restaurants that serve the special dishes of the region.

Ciudad Obregón is located on the Pacific coastal plain, near the left bank of the Río Yaqui. Because of the extensive rice paddies in the surrounding area, the region is the habitat of thousands of wild ducks and a major attraction for hunters. Near Ciudad Obregón there are several sites for ecotourism: Río Escondido, Laguna Encantada, Presa Obregón, and the Playa San José on the southern coast.

On the coast of Sonora, visitors reach Guaymas, the state's main port. Founded in 1701 by missionaries, the port has several places of interest, including the Church of San Fernando, the Plaza of the Presidents (honoring three Mexican presidents who were born there), the monument to fishermen, the Mission of San José de Guaymas and the Sahuaro Reserve, where species native to the area are conserved. Guaymas has an international airport and ferry service to the Baja California Peninsula.

San Carlos is the final stop on the trip overland. In recent years, it has become the main tourist resort in Sonora and has first class hotels and an international airport, as well as numerous attractions, including excellent seafood, an 18-hole golf course, and places for swimming, diving and fishing. There are two artificial reefs, one of which is considered the largest in Latin America. Two famous competitions are held in San Carlos: the Christopher Columbus Nautical Race and the International Fishing Tournament.

In 1998, Guaymas/San Carlos received a total of 666,000 Mexican and foreign tourists in their 1,782 hotel rooms, and earnings of approximately 77 million dollars.

22 Program Knowing Mexico

Perhaps this circuit is not complete without visiting the cities of Santa Rosalía and Loreto, both in Baja California Sur, opposite the coast of Sonora. Santa Rosalía is a small town founded in 1868, when the mineral wealth of the region was discovered. Its most spectacular feature is the cast-iron church, built in 1895 and designed by Gustave Eiffel, the architect of the famous Eiffel Tower in France. It is dedicated to Santa Rosalía and has a beautiful colored image of the town's patron saint.

Loreto, in turn, is one of the country's most recent tourist developments. It has excellent hotels in various price ranges, an 18-hole golf course, a tennis center, and all the services of a first rate destination. Although it caters to fishermen, the rich biological endowment of its surrounding area also attracts those who enjoy ecological tourism.

Ladies and gentlemen, the rich potential of the Sea of Cortés-Copper Canyon Circuit is more than obvious. Its possibilities as a tourist area are so vast that they are able to fulfill the expectations of the most diverse travelers: those who seek adventure, those who prefer water sports, those who take part in ecotourism, and those who want to combine all these activities in one trip. And this is unquestionably a trip not easily forgotten.

Thank you for your attention. I would be happy to clarify any doubts you may have regarding the Sea of Cortés- Copper Canyon Circuit.

23 s .»^ •dK,::^ ^ r""...... _.: . ".e ,. .

XXIV TIANGUIS TURr 'TICO 1999

Pacific Beach: Fun, sport and business

Colima, Guerrero, Jalisco, Nayarit and Oaxaca Program Knowing Mexico

Pacific Beach: Fun, sport and business

Good morning. Welcome to the XXIV Tourist Tianguis Acapulco '99. I am honored to present to you one of the most successful Mexican tourist products in the world: sunshine and beaches.

The Pacific Ocean has an extraordinary variety of beautiful beaches, as different as they are unforgettable: deep blue hues, fine sand and the most varied waves ranging from gentle to huge, with a background of lush vegetation and fauna. From north to south, the Mexican Pacific is endowed with areas enjoyed by tourists for years, as well as areas with an extraordinary potential.

Ranging from the internationally famous Puerto Vallarta, Nuevo Vallarta, Manzanillo, Las Hadas, Ixtapa- Zihuatanejo, Acapulco and Bahías de Huatulco to newer developments, they all offer enchanting scenery and traditional Mexican friendliness.

Recent data show that revenue from the tourist industry surpasses oil revenue, much of which can be attributed to the beauty of Mexico's beaches and the natural Mexican vocation to serve. Added to this is a growing adventure and ecotourism industry which along the entire coast finds the natural habitats of the most outstanding varieties of flora and fauna and ideal sites for horseback riding, bicycling, boating, and ultralights and off-roading.

Along the Mexican Pacific, you will find great diversity, ranging from peaceful fishermen's estuaries, colonial villages and open spaces, to the hectic life of big cities. For gourmetss, the area offers rich local spicy seafood as well as international cuisine. Golf courses, tennis courts and all facilities for water sports abound. There are abundant marine species for deep-sea fishing and underwater scenery ideal for snorkeling. As to night life, you can choose between the serenity of starry skies or discotheques, bars and the most modern night spots. All of this and much more to offer what you will remember as a real vacation and not simply a promise.

The Nayarit Beaches

What is now the state of Nayarit was part of the kingdom of King Nayar. With its 11,148 mi l, this state on the western coast has one of the most varied and attractive geographies in the country.

The Sierra Madre displays its beautiful mountainous scenery, where the colors and culture of the "cora" and "huichol" ethnic groups continue to astonish us. Volcanoes such as Ceboruco are interlaced with highly fertile valleys, where tobacco, beans and corn flourish. Tropical forests that display one of the country's greatest biodiversities, amidst lakes and flowing rivers. But above all, unforgettable marine scenery, amidst bays and sandy beaches. To this generous nature is added a varied and generous human geography, full of history and tradition from where, according to historians, the first Aztecs came.

Nayarit is one of the most beautiful and promising areas in Mexico, offering 180 miles of Pacific beaches. Excellent land routes connect it to the neighboring states of Sonora and Jalisco. Tepic, the capital, has an airport with links throughout the country. By sea, Nayarit pertains to the Costa Alegre and a tourist corridor that runs from the northern port of Mazatlán, communicating with the major ports of the Mexican Pacific.

The coastal plains in Nayarit offer sandy beaches and a sunny climate all year long. Lagoon systems where fishing and highly fertile land abound have a backdrop of the lush vegetation of the Sierra Madre Occidental. At the extreme northern part of the Nayarit coast is an 50 mile beach called Novillero. The slope of the beach is minimum, with soft waves ideal for swimming, sunning and resting. Outstanding are the sunsets at Novillero. Local cuisine offers delicious sea food under palapas right on the beach. The village has but a few houses and lodging is still modest. This is an ideal spot for fishing, given its proximity to the bay and Teacapan estuary, the greatest lake system in the state.

To the south of Novillero, at the mouth of the San Pedro River are the beautiful beaches of Los Corchos and El Sesteo; they too are a paradise for fishermen and for those who truly want to rest.

24 Program Knowing Mexico

On the central coast of Nayarit is the port of San Blas, two meters above sea level and to the southwest of the mouth of the Santiago River. It has all tourist services: hotels, restaurants, trailer parks and facilities for water sports. Shellfish are plentiful. With its magnificent beaches and beautiful surroundings, it is the principal tourist center of the state.

Its history goes back to May, 1530, when Nuño Beltrán de Guzmán, after bloody conquests of the Ixtlán, Ahuacatlán, Xalisco and Tepic tribes, arrived and was astounded by the bountiful quantities of fish, oysters, honey and cotton.

Folk art is widely available in San Blas. We recommend a visit to the ancient captain's port where you will delight in the shellfish offered at the restaurants.

A few kilometers from San Blas is one of the most beautiful tours of the region: La Tovara. The La Tovara tour is an extraordinary example of ecotourism. One hour navigating through channels bordered by mangroves, passing under the tunnels that form their roots and branches and the characteristic fauna of the inlet, then reaching a placid retreat, capped by a spectacular waterfall.

4 miles from San Blas is Matanchen, a sandy beach with a single hotel facing the sea. Scarcely 200 yards away are small islands with beaches ideal for swimming and surfing. It has rudimentary restaurants where the visitor will enjoy fish, shrimp and oysters. Further south is Los Cocos beach, with its strong waves for the expert surfer, and seasoned swimmer.

Continuing south, we reach the Santa Cruz beach, the most popular in the state due to its proximity to Tepic. All water sports are practiced here and lodging is available in small hotels; there will always be a restaurant specializing in seafood.

The next point on the tour is the port of Chacala located in the middle of a valley, and a bay whose name in Nahuatl means "where there are shrimp." It is an interesting archeological, tourist and shrimp fishing area with growing tourist development. Its beaches are ideal for water sports, particularly fishing for the abundant species that inhabit its waters. Local cuisine is limited to restaurants under palapas on the beach.

Close to Chacala, at the point called Las Piedras, is a zoo with magnificent samples of the region's fauna. Ecologistswill find excellent research opportunities here.

From this point is a highway running along the coast for 160 kilometers, through an enormously beautiful area called la Costa Alegre. Here we find the Rincón de Guayabitos which, given its outstanding attractions, received much attention for developing important tourist projects in the state. It has excellent hotels, services and ideal facilities for water sports. Its beaches are beautiful and local cuisine is offered in numerous restaurants.

Small tourist developments are found further south as one approaches the state of Jalisco. Marcos, Los Venados, San Francisco and Sayulita have great tourist potential.

This is where the beautiful Bahía de Banderas begins, the second largest in the Western Hemisphere, which for more than 50 miles offers the most extraordinary tourist potential on the Mexican Pacific. To the north are the beautiful white sandy beaches of Bucerías. The hotel infrastructure is in the development process given the features of the site which have drawn the attention of United States and Canadian investors. One of the musts of this tour is Bucerías where outstanding seafood is served.

Towards the northwest of the Bay going toward Punta Mita we find a number of beautiful beaches: La Cruz de Huanacaxtle, Piedra Blanca, Destiladeras, Emiliano Zapata and El Anclote, with their soft waves and white sand, ideal for the whole family. Given its unequaled beauty and the characteristics of its beaches, Punta Mita has been chosen by international hotel conglomerates to develop mega ecotourism projects which at this time are opening their doors with the inauguration of the Four Seasons Hotel. Across from Punta Mita are the Marietas Islands, the famous ecological reserve where Jacques Cousteau made one of his famous documentaries. Here you can observe marine species as interesting as the gray whale, dolphins, manta rayas and innumerable marine birds.

25 Program Knowing Mexico

The furthest point on our tour over the Nayarita beaches is Nuevo Vallarta found at the limits of the State of Jalisco. It is one of the most ambitious and promising tourist developments in Mexico. An exceptional marina, a golf course in the middle of the profuse vegetation of the Sierra Madre, first class hotels, shopping centers, restaurants offering national and international cuisine, tennis courts and all facilities for water sports, adventure tourism and ecotourism are simply the beginning of a destination which undoubtedly, given its extraordinary growth, will convert the Nayarit coast into one of the most interesting spaces on the Mexican Pacific.

Jalisco Beaches

The Jalisco coast begins at the Bahías de Banderas which it shares with Nayarit, the mouth of the Rio Ameca where Puerto Vallarta is situated, an internationally famous tourist resort and the main port in the state. The luxurious cruise ships that sail along the Pacifico from California to Acapulco stop here.

Visitors to Vallarta multiply year by year exponentially, attracted by the magnificent facilities it offers. In 1997 alone, it boasted more than two million tourists who found in its multiple options the best place to rest and relax. Vallarta offers a wide range of possibilities for vacationers, ranging from economically-priced hotels to grand tourism; its enormous marinas, in which the Vallarta marina is among the most noteworthy, is considered the most extraordinary beach urban complex in the country. It offers timeshare condominiums interchangeable with others throughout the world, a complete infrastructure for business meetings, congresses and conventions, three 18-hole golf courses, the most beautiful examples of the best scenic architecture.

There are companies that organize ecological tours on horseback and by bicycle through the jungles of the Sierra Madre that surround the city and other small coves where the marvelous biodiversity of the area can be discovered; boat tours through the numerous and picturesque inlets of the Bahía de Banderas with its beautiful beaches of Quimixto, Las Animas, Las Glorias, Los Muertos, Conchas Chinas, Las Estacas, Playa del Sol, Las Amapas and Majahuita among others; tours to the marine ecological reserves where one can observe the majestic whale and innumerable birds and marine species. And to complete all of this, it is a must to walk over the streets of the beautiful colonial town with its authentic Mexican flavor.

For shopping, Vallarta offers a vast variety of stores and shopping centers where both folk art and the newest in international fashion are available. The art galleries offer fabulous works by national and foreign artists, some residents of the city who have made their home there considering it as the ideal place to create, and highly renowned folk art workshops. The greatest range of culinary arts of the world are offered in its restaurants, obviously beginning with national cuisine but offering the most exotic food of Thailand and India; as well Vallarta offers exciting night life in its bars and discotheques with the most varied rhythms.

As the next point of great interest going South is Mismaloya beach, a truly tropical paradise with excellent hotel developments, restaurants and specialized services for water sports, particularly snorkeling, given the beauty of its underwater scenery. Ecotourism and adventure tourism have excellent settings in its rugged mountains and crystal-clean rivers.

Yelapa is a beautiful inlet reached by the sea. It is a fishermen's village that invites the visitor to spend peaceful days and enjoy the white sandy beaches and nature, with their crystalline waterfalls. The hotel infrastructure is humble, but in harmony with the site where ecotourism can be enjoyed and delicious seafood is available in its typical restaurants.

Along the following two hundred eighty kilometers toward the Southwest, the coast of Jalisco is sharp and rugged, since the Sierra Madre range ends there. At the beginning we find the cape of currents with cliffs rising more than 150 yards, on which a lighthouse has been constructed. Further on are Malpaso, Cucharita, Mexicana, Perula, Tiopa, San Jose, Farallones, Moro and Navidad.

Approaching the State of Colima this beautiful coastline is endowed with very beautiful beaches with developing tourist resorts, accessed by land over a road that communicates with the capital of the State: Guadalajara.

Chamela is a bay with more than 6 miles of cozy beaches, whose scenery is enriched by the numerous islands surrounding the bay: Colorada, Cocina, San Andrés, Pasavera, Novilla, Esfinge, San Pedro, San Agustín and La Negrita, which can be reached by boat. Charnela is a fishermen's village with humble hotel services and restaurants specializing in seafood, facilities for water sports, particularly fishing, and other accommodations arch as, trailer and motor home camps. 26 Program Knowing Mexico

Careyes has no population, but rather two magnificent deluxe hotels, isolated from civilization. Here you find a coast comparable to paradise given the combination of beach and cliffs and semi-tropical vegetation. Hunting, fishing and water sports can be practiced in its surroundings.

Following Careyes we find the Bahía de Tenacatita, a rare and exotic beauty, which offers two rocky and sand beaches known as Los Angeles and Los Locos. It is an ideal site for fishing crab, snail, clams, lobster and squid, depending on the time of the year, which can also be enjoyed at the rustic restaurants along the beach. Foreign tourists find it very enjoyable because of its picturesque and peaceful scenery, still unaltered by large tourist developments. This beautiful fishermen's village has humble hotels, restaurants, it rents boats and equipment for water sports and other tourist services. It is a point of departure for visiting other swimming areas such as San Patricio Melaque and Coastecomate over a farmer's road in good condition. It also has an excellent camp site for trailers and motor homes.

Driving along highway 80 we arrive at the picturesque town of Melaque. The tranquillity of a fishermen's village is its main attraction. It has a beautiful beach where tourists can enjoy various water sports and there are adequate services for them. Given the richness of its waters, deep-sea fishing is outstanding. Close by is an inlet which offers an excellent space for ecological tourism, given the treat variety of its great birds. Melaque is situated at the West of the Bahía de Navidad where the sand bar of the same name is found.

The Jalisco beaches end at the beautiful Barra de Navidad, practically at the border of Colima and 25 miles from Manzanillo. Barra de Navidad is an important tourist center with numerous hotels and trailer camps, restaurants with delicious seafood, night clubs and all the facilities for practicing water sports. The port has historical importance as it figured in the conquest of the Philippines.

Colima Beaches.

Although it is one of the smallest states in Mexico, Colima offers numerous attractions and many beautiful sites which has made it famous in Mexico.

The most beautiful scenic beaches are found in Manzanillo, the principal port of the State. It has an ideal climate all year and more than 12 miles of beautiful beaches with fine sand and blue waters along its two bays: Manzanillo and Santiago. Most noteworthy are the beaches of Las Hadas, El Rompeolas, San Pedrito, Plaza Azul, Salagua, El Tesoro, La Audiencia, Santiago, Olas Altas, Las Ventanas and Miramar, among others.

The profuse scenery, in which the Cuyutlán and San Pedrito lagoons are highlighted amidst rivers and vast stretches of agricultural lands make it an ideal spot for ecotourism. Here, during the conquest, Cortés founded the first shipyard in the Americas, from which Spanish ships embarked searching for new routes to Asia. A port assailed by pirates, Manzanillo today is one of the most important beach resorts in the country, with highly developed tourist facilities and a large variety of products for different budgets. It has all the services and facilities for water sports, particularly deep-sea fishing, given the abundance of marine species, especially the sailfish.

There is night life in restaurants, bars and night clubs. An airport, railroads and highways connect it to the rest of the country, facilitating its primary vocation as a tourist spot and trade center with the vast Pacific Basin.

To the south of Manzanillo is Cuyutlán, the most popular swimming resort in the area, with its gently sloping beaches, its precious sunny days, the comfortable temperature of its waters and spectacular green waves of an impressive size and color, which reach their maximum splendor in April, May and June at sunrise and sunset. Cuyutlán is on the shore of the Cuyutlán Lagoon, and ecological tours are popular. Lodging at the site is modest, but there are restaurants where delicious seafood is readily available, as well as facilities for water sports.

27 Program Knowing Mexico

Guerrero Beaches

There are two outstanding beach resorts in Guerrero: Acapulco and Ixtapa-Zihuatanejo.

Ixtapa-Zihuatanejo has a dual personality, with access by excellent road, sea and air communication. On the one hand there is Ixtapa, a world class tourist development with modern infrastructure. Modern life here offers hotels with avant-garde architecture, a beautiful marina, all services and facilities for water sports at its beautiful beaches of Bahía del Palmar and Playa Quieta. Deluxe restaurants, modern discotheques, bars and night clubs give it excellence. Its infrastructure includes all services for holding successful congresses and conventions.

On the other hand we have the tranquil fishing village of Zihuatanejo, with cobbled streets and tiled roofs. Here you will find excellent local restaurants with delightful seafood and stores with the most beautiful folk art from all parts of the country. Its tropical climate and splendid beaches "La Ropa" and "Las Gatas" are the perfect setting for snorkeling, sailing and fishing. The hotels are definitely more modest than in Ixtapa, but with a great authentic Mexican flavor.

The tourist resort par excellence in Mexico is Acapulco. It offers extraordinary hotel lodging with more than 25 thousand hotel rooms, ranging from high tourism to the most modest, the best services, the best services, state of the art for holding events, congresses and conventions of every kind, more than 6 miles of beaches with the most varied surfs provide daily entertainment, while at night restaurants abound with the widest range of cuisines, bars, discotheques and night clubs. The constant flow of tourism highlights its reputation as one of the most beautiful and enjoyable bays in the world.

In addition, Acapulco and Ixtapa-Zihuatanejo are close to Taxco, the silver capital in the State of Guerrero. Tourists will spend unforgettable moments walking the cobbled streets of this colonial architectural gem with its baroque churches.

Oaxaca Beaches

The Pacific coast in the State of Oaxaca offers a diversity of beautiful marine scenery. The tourist resorts in this State are growing constantly.

Puerto Escondido has a hot climate all year, with rains in the summer and at the beginning of fall. For many years it has been preferred by surfers from all over the world who come to enjoy its waters, basically at Zicatela Beach. Two international surfing tournaments are held every year. The beaches where tourists can swim and snorkel are Puerto Angelito, Roca Blanca and Carrizalillo and there are other solitary beaches slightly farther away for those who simply want to rest. Hotel accommodations are increasing and they offer all services and facilities for water sports. Puerto Escondido has typical restaurants that serve delicious sea food. Visitors may also enjoy ecological trips to the Lagunas de Manialtepec, Chacahua, the sanctuary for birds on the Isla de las Garzas; the biological crocodile where American species are spawned and cared for; and the living museum of mazunte turtles. Dolphins, turtles and manta rayas can be seen very close to some of the beaches.

Bahías de Huatulco is one of the newest and most beautiful tourist resorts in the country. There are nine bays located on the coasts of the Pacific Ocean in Southern Mexico. The Bahías have 36 sandy beaches with gentle waves and ideal hot climate all year. Only three of the bays in Huatulco have any tourist infrastructure: Tangolunda, Chahue and Santa Cruz.

Six first-level hotels are found in Tangolunda offering golf courses, shopping centers and facilities for congresses and conventions. Chahue does not yet have accomodation but it is accessible by road and is an ideal spot for resting and enjoying the splendid scenery of Huatulco. The village of Crucecita is located here; tourists can buy fabrics and enjoy restaurants on the beach. It is a point of departure for boats taking tourists to the other bays.

At Huatulco, tourists can fish, swim and snorkel and in the area known as the lowlands, go surfing in its strong waves.

Puerto Angel is an incipient development with humble hotel lodging and facilities for water sports, particularly surfing. There are excellent typical restaurants on its sandy beaches, particularly Escobilla, Zipolite and Mazunte, which offer delicious sea food. Ecotourism can be enjoyed in its surroundings.

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The foregoing has been a brief panorama of the beaches found on the Coast of the Mexican Pacific — a strip that seems to have been endowed by nature with outstanding sites and where man has assisted in transforming it for the enjoyment of international tourists. It is a place that once seen, is never forgotten.

I express my appreciation for your attendance and I will be pleased to answer any questions you may have about these marvelous beaches in Mexico.

29 arly XXIV TIANGUIS TUR1STICO 1999

Colonial Treasure: A treasure forever

Aguascalientes, Guanajuato, Michoacán, Querétaro, San Luis Potosí and Zacatecas Program Knowing Mexico

Colonial Treasure: A treasure forever

If this is your first visit to Mexico, you will discover that Mexico has a very special charm, a sort of magic. It is not easy to define, but there is something about the people and the ambience. Some call it friendliness, others say it is courteousness.

If you have come to Mexico on several occasions, visiting different parts of the country, you will have found that this something changes, like the effect of a kaleidoscope. It changes with each destination, but there is always something that characterizes us, which gives us a kind of magic.

Let me tell you about this magic. Its essence lies in the origins of our nation and its gestation over various centuries. The colonial cities bear witness to this process. It is here where one can find the secrets of the Mexican, a culture that unfolds prodigiously like the image of a kaleidoscope all over the country and which extends beyond its borders.

The region of colonial treasures is covered by the states of Michoacán, San Luis Potosí, Zacatecas, Aguascalientes, Guanajuato and Querétaro, and it is something unique.

This is the area of the great mining cities of the colonial period; the first university; the first conservatoire, together with the main breadbasket of New Spain, the Bajio area. The greatest patrimonial and cultural wealth to be found in New Spain was generated here over more than three centuries, from the 16 th to the 18th centuries. In the 19th century, this was the birthplace of Mexico's life as an independent nation and it was also the site of the most important historic events, giving rise to the REAL MEXICO.

The union of two worlds, the indigenous and the European, gave rise to a new culture which is expressed in splendid cities, palaces, cathedrals, monasteries, streets, aqueducts and with their baroque, churrigueresque and plateresque architecture. Four of the 8 cities declared World Heritage Sites by UNESCO, are to be found in the region; Morelia, Zacatecas, Guanajuato and Querétaro.

In addition to the descendents of Mexico's wonderful melting pot, throughout the region there are different ethnic groups with which one can mingle in order to learn about and admire their traditions, languages, customs and world vision.

The region is rich in religious shrines, folk traditions and folklore, such as the Night of the Dead in the lake region of Michoacán, the Aguascalientes Fair, el Cerro del Cubilete in Guanajuato and Holy Week in San Luis Potosí.

The highway infrastructure is the best in the country and its 6 airports connect with the principal beaches and the most important cities in Mexico and the United States.

There are two routes that will take you to the most important tourist destinations through valleys, lakes, mountains, deserts and forests. The Independence Route, which covers the states of Guanajuato, Querétaro and Michoacán, and the Colonial Treasures Route, which includes the states of Zacatecas, San Luis Potosí and Aguascalientes.

The Independence Route covers the states of Guanajuato, Querétaro and Michoacán. The three states are perfectly communicated by excellent highways and two international airports.

You can visit the state of Guanajuato by using its modern and safe highways or the international airport, which connects with Dallas, Houston, Chicago and Los Angeles, and the pleasant climate all year round will make your trip more enjoyable.

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A visit to Guanajuato means seeing the birthplace of Mexico's independence, where history, culture and beauty are reflected with such force that it is impossible not to visit every single spot. Just 25 minutes from Guanajuato's international airport , in the capital of the state of the same name, past and present meld to offer the visitor one of the most beautiful architectural settings in the world. Its importance and majesty prompted Baron Alexander von Humboldt, a 19th century German traveler, to call it the "Rome of the Americas" and recognition by UNESCO as a World Heritage Site.

The city owes its origin to the mining boom in the colonial period that gave rise to an underground communication system that is unrivaled in the world. The best way to see the city is on foot. You will feel like a participant in the varied daily artistic manifestations to be encountered in streets and squares, such as the callejoneadas (street theaters) or the Cervantine comedies held in the open air, or you can attend the most important artistic and cultural event in Latin America, the International Cervantes Festival that has been held annually since 1972.

Here, the charm of monumental architecture will accompany you on every street, in every square, garden and building, where the splendor of different historical periods can be fully enjoyed, such as the Legislative Palace, the University of Guanajuato, the Juárez Theater, Alhóndiga de Granaditas, Templo de la Valenciana among many others that will delight romantic connoisseurs and aficionados and invite them to relive the stage of Historic Mexico that only Guanajuato can offer. You can also enjoy a city full of legends, like the Callejón del Beso, a romantic corner named after the true love story played out there. Or you can visit the city's museums which exhibit works by renowned Mexican and foreign painters, such as the Museum of Iconography, the Museo del Pueblo, Museo Casa de Diego Rivera and the Museo Olga Costa – José Chávez Morado, which also houses the unequalled Museo de las Momias. Don't leave without getting majolica ceramics.

Dolores Hidalgo is 60 minutes from the city of Guanajuato. This colonial city is the birthplace of the national independence movement and the starting point of the Independence Route. This is the site of Miguel Hidalgo's Cry of Independence, to initiate the uprising against Spanish domination in 1810, an event that is remembered every year with a splendid ceremony --on Saturdays after 9:00 p.m. there is a light and sound show that depicts the events that have happened since that historic occasion.

In this beautiful city, we recommend visiting the Parish of Our Lady of Dolores, the Parish of the Assumption, the Casa de Visitas, Casa Don Miguel Hidalgo y Costilla and the Museum of Independence. After the outing, we invite you to enjoy delicious ice creams flavored with avocado, corn, shrimp, tequila, mole and many other flavors. Don't miss the handicraft stores and workshops where they manufacture top-quality ceramics and pottery, or even colonial-style carved wooden furniture that is distinctive of the city.

San Miguel Allende is 90 kilometers from the city of Guanajuato and an hour and a half from the International Airport. It is an internationally renowned cosmopolitan and picturesque colonial city. The beauty of its architecture and its laid-back ambience have made it an important tourist and cultural center that is frequented by writers, painters and foreigners, some of whom, enthralled with its charm, have taken up residence there. Currently, high quality artistic and cultural events are held there, such as the International Chamber Music Festival, the Winter Classic Music Festival, the Wool and Brass Fairs, the traditional Pamplonada in September and the Jazz Festival, among others.

In addition to the above, there are numerous art exhibits presented in the city throughout the year. Furthermore, the visitors can be participants by visiting or taking classes in the performing and fine arts areas with renowned teachers. The city's attractions include the Main Garden, the Parish, the Ignacio Ramírez "El Nigromante" Cultural Center, the Angela Peralta Theater and the Allende Institute. A pleasant complement to the trip is a visit to the handicraft and antiques stores, where you can find fine brass, stone, papier-mâché, glass, pottery and ceramics.

Finally, it is important to visit Atotonilco, the "Sistine Chapel of the Americas", situated a few kilometers from San Miguel Allende. It is a sanctuary for walkers for spiritual retreats, with simple architecture, that is a collection of chapels of various sizes that are grouped together and open onto the main church. Atotonilco is the missionary work of just one man, Luis Felipe Neri de Alfaro, who is under consideration for beatification.

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Less than an hour from the city of Guanajuato and just 25 kilometers from the International Airport, one can reach León, commonly known as the shoe capital due to its flourishing footwear and leather goods industry. Currently, its streets contrast beautifully with the ancient buildings of the colonial period which hark back to the times of its founding in 1576, and modern architecture, broad avenues, shopping centers and a multi-functional Convention Center with a capacity for 2,500 people.

The State of Querétaro is just two hours from Mexico City, it is a treasure trove that entices and amazes all those who visit it.

Querétaro is a prosperous state and home to important industries. It is also the gateway to the north, center and south of the Mexican map.

The booming corporate development contrasts with the unequalled beauty of the capital city. Its Historic Center was declared a World Heritage Site by UNESCO.

The Historic Center offers the visitor the tradition of more than 460 years, exemplified in the aqueduct, churches, palaces and colonial houses, which make this city one of the most beautiful colonial niches.

Behind this ambience with a historical flavor there is the Querétaro of gaiety and fun, with places to dance, listen to music, watch artistic shows and enjoy varied local and international cuisine.

Thanks to its stable, semiarid climate, more humid in the sierras, you can enjoy the sun and practice sports in various hot-water spas and resorts; places to go camping, fishing and mountain climbing abound.

Tequisquipan forms part of the beautiful Querétaro mosaic. The town has kept its colonial structure, with its narrow streets that open onto plazas that are sun-drenched for most of the year. The principal handicrafts include basket wicker and willow baskets. Nearby, there are mines producing semi-precious stones, like opals. The main attraction is the hot-water spas which have made it a favorite tourist attraction.

San Juan del Río is considered to be second capital of the state. This peaceful provincial city, with deep-rooted traditions, is now an important industrial center, although its main attraction is the warmth of its people. The magnificent services infrastructure includes hotels and restaurants, some of which are old haciendas and colonial houses, which gives them a special touch.

The heart of the mountainous Sierra Madre Oriental is a few hours to the northeast of the city of Querétaro. It is an area that ranges from arid, semi-desert to pine and madrona forests. Besides its natural wealth, the Sierra Gorda also has its history. It is where two different worlds met, fought and joined, it is where the missionaries did their evangelization work, where the tenacious natives defended a pre-Conquest way of life for two centuries. There are missions founded by Father Junípero Serra as a reminder of times gone by. He left his hallmark on the imposing missions at Jalpan, Concá, Landa, Tancoyol and Tilaco. It you ask the average visitor to describe the magic of the place, the answer will probably be "its archeological sites, the magnificence of the baroque missions, the forests, rivers and streams, the summits and abysses and the pleasant climate, that is the Sierra Gorda in Querétaro."

The village of Bernal is an obligatory stop at the entrance to the road going up to Sierra Gorda. This picturesque village, watched over by the majestic Peña, a true wonderful example of what was once a volcano and is considered to be the third highest monolith in the world. Like a magical vision, the monumental crag, striving to reach the heavens with its rocky, twisted structure rises from the earth. Bernal has the charm of a colonial village, with craftsmen who make snug woolen garments and who offer milk candies with a sincere smile.

San Joaquín offers the grandeur of a landscape made up of waterfalls, forests and caves. It is a festive land that instills its gaiety to the rhythm of the Huasteco huapango and which includes, together with Cadereyta, two ancient cities; Ranas and Toluquilla.

The warmth of the inhabitants, their color-filled fiestas and the beauty of the cities, make Querétaro a place to be enjoyed by those who visit it.

Come and discover the wealth Querétaro has to offer, we've got more than you'd imagine.

32 Program Knowing Mexico

Michoacán is a state that is characterized by an array of historic and natural riches, which have made it an important cultural center permeated with the testimony of a monumental past and the promise of a future filled with change. This is a friendly land, which has hospitality in its heart.

Morelia, the capital, is one of the most representative cities of the state and is a World Heritage Site. It has various night-clubs, theaters and folk restaurants; everything you need to make your stay true pleasure.

There are several picturesque towns near Morelia where one can find beautiful places, as in the case of Tiripetio where the first University of the Americas was founded; and Tupátaro, a beautiful village with a church dedicated to St. James which houses a marvelous 16th century ceiling depicting the Coronation of the Virgin by the Holy Trinity.

The following place names are taken from pre-Columbian languages; Tiripetio, the place where gold abounds, Tzintzuntzan, the place of the humming bird which was the intermediary between man and God), and Pátzcuaro, the gateway to heaven.

Another interesting town is Tzintzuntzan, the capital of the Purépecha Empire and the first city in Michoacán, which is characterized by its pre-colonial and colonial constructions.

Santa Clara del Cobre, a town which has a marvelous technique for working metal that dates back to before the Conquest. The fame of its craftsmen has spread beyond our borders, thanks to the exquisite nature of their designs and works. You can now visit the handicraft workshops and participate in the process of creation of the unique tradition.

Pátzcuaro is the most charming city in Michoacán. It is renowned for its museums, galleries, legends, and stories, its lake and the delicious, unique white fish. It was also the seat of the Colegio San Nicolas, an institution run by Miguel Hidalgo, the Father of the Nation later on in Morelia. It dates back to pre-Hispanic times and there are still constructions from the 16th to 19th centuries.

Yunen Island is located 25 minutes from the Pátzcuaro quay. It means "half moon" and its main attraction is the constantly green and fresh vegetation and constructions made of carved wood in the style used by the Purépecha people who live here, since it reflects the traditions and culture of the inhabitants. The island has a small but charming jetty, much-sought guest cottages and services for all kinds of tourism.

Los Azufres, sulfurous hot water springs and pools in the middle of the forest, has hotels and tourist campsites. There is also the Laguna Larga zone, which is ideal for biking or jogging and running.

Also in Zirahuén, a blue lake surrounded by forests, restaurants and cabins, an ideal spot for recreation.

Purépecha Mesa: Angahuan, in the heart of the zone is the town closest to the Paricutín volcano. It juts out of the petrified lava and you can see the towers of what used to be San Juan church.

The coast offers great natural attractions, such as the annual arrival of four sea turtle species. The waves of the coast of Michoacán have made it a favorite spot for surf lovers, who come every season to ride the waves.

Visitors who are interested in the preservation of flora and fauna will find that Michoacán has exceptional sanctuaries for the Monarch Butterfly, the white "Borregón" pelicans and the Sea Turtle reserves.

It is now possible to visit the Monarch Butterfly sanctuaries from November to March, when our distinguished guests perform two activities: death and birth, to return revitalized to the United States and Canada.

The variety of the regional cooking seems to have no limits. The Purépechas, tied to the earth as they are, have discovered ways to exploit grains and fruit to create a world of authentic delicacies to which they have added the spices and meats that came with European cooking. You can enjoy dishes that date back to before the Conquest, such as pozole (a rural corn-hominy dish), corundas and uchepos, all of which are made from corn.

Also, the Creole tradition offers dishes prepared with varieties of meat and vegetables which are accompanied by tortillas and local beverages, like atole, chocolate and aguardientes. Of course there are the milk candies or fruit preserves such as the "Morelianas" or "ates". 33 Program Knowing Mexico

The wealth of folk traditions in our state can be seen in the pagan-religious fiestas, as well as in the great variety of folklore, musical tradition and dancing, which are jealously guarded and transmitted in all communities, providing a profound bond for social and cultural unity. This is exemplified by the. Night of the Dead, Easter Week and countless religious fiestas in the state. Our customs and values are to be found and rediscovered in these traditions, with a unique Michoacán flavor.

Continuing on the Colonial Treasures Route, which covers the states of Zacatecas, San Luis Potosí and Aguascalientes, you will find that they are also well communicated by modern highways and three international airports.

Zacatecas, the capital of the state with the same name, is known as a city with a "quarried stone face and a heart of silver". It is quarried stone because its buildings include the majestic Cathedral, considered the epitome of baroque architecture in Latin America. It is also silver because of the immensely rich mines with veins running almost at ground level. The city is a living museum, an example of the harmonious integration of buildings from various periods and in varied styles and it is also a city of museums that house fabulous universal, colonial, popular Mexican art collections, masks and history. As an example, we can cite the Pedro Coronel Museum, located in a former Jesuit College, with a private collection of the native painter and sculptor's works, there is also a library housing some 20,000 volumes of 16th to 19th century works. The Rafael Coronel Museum in the former San Francisco Monastery has the world's largest collection of masks, some 5,000 pieces. The city was declared a World Heritage Site by UNESCO.

From here, you can visit neighboring places. The Guadalupe Convent is just ten minutes away; its function to prepare missionary nuns would soon make it the largest and most important Propadande Fide College in the world. Currently, magnificent works of art are exhibited in the old cloisters and rooms of the convent and in its church and chapel.

Jerez is some 25 minutes from the capital. It is a picturesque 16 th century town that still conserves the image of a city in Andalucia, with balconies and sunny patios, in the layout of the streets and style of the houses, which are an authentic example of the Mexican provincial style, and a source of inspiration for the local poet, Ramón López Velarde, which he immortalized in his master work, "Suave Patria".

Fresnillo is also close to Zacatecas. At less than an hour's distance, it is famous for its rich silver deposits and the neighboring "Silver Miners Sanctuary", the most important religious center in the north of Mexico, which is visited by thousands of pilgrims in search of consolation or to beg or thank the small Holy Child of Atocha for favors.

Back in Zacatecas, we can enjoy a wonderful experience in the circuit from the underground to the sky, starting in the "El Edén" mine, which has been adapted to show mining activity, to the Cable car to the Cerro de la Bufa, which rises like a trusty sentinel and frames the colonial city. At night, you can go back to "El Edén" and enjoy a unique discotheque, or enjoy a stroll through the streets, with the ambience of the Zacatecan drums or a donkey loaded with mezcal (maguey firewater).

San Luis Potosí is also strategically located because of its excellent highway and railroad network and the international airport in the capital.

The weather conditions mean that there is widely different scenery within the unusual landscape. These contrasts are also reflected in the culture, gastronomy, music and traditions of the local population, and they make San Luis Potosí a state that is worth visiting from one end to the other.

On this route, we can admire the city of San Luis Potosí where art is present in each detail of its architecture and in the important forums of its cultural expression. Elegance and good taste are reflected in each facade, in each detail of its cobbled streets.

Santa María del Río is close to the capital. It is the birthplace of Mexico's typical shawls and an excellent place to buy these products in silk.

Also, there is the Cerro de San Pedro del Potosí, an ancient mining town that bears witness to the former gold and silver wealth of the region. 34 Program Knowing Mexico

Ciudad Valles is some 165 miles (about 4 hours) from San Luis, it is a thriving and modern city in the Huasteca region that is ranked as an important commercial and industrial center in the state. This is the gateway to a world of splendid natural beauty and innumerable opportunities for recreation and adventure tourism.

In Xilitla, you can enjoy delicious coffee in the shady gardens of Sir Edward James' Castle, mysterious, surrealist constructions, full with symbolism.

In Aquismón, we can admire the Swallows Basement, an ecological treasure of the region which offers a show with the arrival and departure of the thousands of swallows and parrots that live there. It is regarded as one of the greatest abysms of the world. The mouth is 60 meters wide and there is a free fall of 500 meters.

You won't know where to look in the Huasteca Potosina, because there is beauty all around. You can see flora and fauna, go rafting, canoeing or kayaking, and you can go hiking, ride bikes, go camping, visit archeological zones, waterfalls and lakes and admire the Huasteca ethnic groups which still conserve their traditions and culture.

Aguascalientes, whose state capital, founded in 1575 has beautiful sites, like the Triana district (also known as Encino) where there is a church with a miraculous Black Christ, with the same name, and the monumental Stations of the Cross, the largest in the Americas. Most of José Guadalupe Posada's original works are exhibited in the rectory. He is responsible for showing the Mexican's attitude to death to the world with his picaresque skeletons.

You can also admire the Government Palace, an edifice dating back to 1665, with a beautiful red volcanic rock facade and heraldic devices carved in pink stone. The 111 half-point arches inside give a very pleasant setting to the 2 patios.

Mexico's oldest, most traditional and famous fair has been held every year for the last 170 years in honor the Saint Mark the Evangelist. It is held in April and May and is the venue for exhibitions, shows, cockfights and bullfights, and one of Mexico's most beautiful traditions, Charrería, but it is especially a place for lots of fun.

Spanish heritage is palpable in the state, in bullfights, which can be enjoyed in the huge Plaza de Toros in Aguascalientes, one of the most beautiful in the country, which recently celebrated its first centenary. Additionally, just 25 minutes from the city there is the Hacienda de Chichimeco, where besides savoring delicious food, you can visit the Armillita dynasty bullfighting museum, and even put the cape to a fierce heifer, an example of one of the most important bull-breeding ranches in Mexico.

The Museum of the Insurgency is located in Pabellón Hidalgo, some 30 minutes from the city. Pabellón Hidalgo is a strategic point in our history since this is the ranch where the Father of the Nation, Miguel Hidalgo y Costilla, was forced to give up command of the Insurgent Army.

Aguascalientes receives the visitor with true pleasure, in its comfortable and modern facilities, hotels and restaurants with a great gastronomic tradition and personnel trained in attending to tourists and people attending conventions in the spaces and modern facilities for events and groups.

This is why Aguascalientes has fierceness in its guts and gaiety in its heart.

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You have now seen the Colonial Treasures product, let us show you the infrastructure available:

1,064 Hotels 41,211 Rooms 6,557 Monuments 24 Archeological Zones 155 Museums 378 Bars and Night Clubs 468 Travel Agencies 44 Car Agencies 11 World Heritage Cities and Sites 94 National Regional Fairs 72 Civic and Cultural Festivities 98 Movie Theaters 1,558 Restaurants 18 Stadiums 28 Airlines 61 Theaters 62 Shopping Centers 7 Convention Centers 20 Concert Halls 20 Golf Courses 8 Spas

After a visit to the Colonial Treasures, you will surely say that you have A TREASURE FOREVER; THE MAGIC OF THE REAL MEXICO.

36 XX I V TIANGUIS TURI -TICO 1999

Mundo Maya: An encounter with man, nature and time

Campeche, Chiapas, Quintana Roo, Tabasco and Yucatán Program Knowing Mexico

Mundo Maya: Encounter with man, nature and time

Good morning, Ladies and Gentlemen. Welcome to Acapulco and to this Tianguis Turistico, celebrating today its 24th consecutive edition.

This time I want to take advantage of this gathering to present you one of the richest and most diverse tourist products in the world. This is not one destination but many, united by geography, history and culture. It is not a place to be defined by one adjective; it needs many. It is a sun and sand destination, because it has a coastline facing the Caribbean Sea hosting what today is Mexico's main tourism development. It is also an archeological reserve, because ancient ceremonial centers are preserved in this territory. Likewise there are cities that were built during the colonial period, keeping today an original colonial architecture and environment. In ecology and adventure tourism it has a lot to offer, due to the rich orography, hydrography, flora and animal life, giving rise to an abundant range of ecosystems. At the same time the territory is heir to a wise civilization, that during three millenniums – one more than the 2,000 years we are about to celebrate – has remained almost intact.

The whole region is now named Mundo Maya, because this civilization shaped paths and destinies, forming the zone's history and culture. The Maya Human Group that about the year 1000 BC started to inhabit what are now the Central American countries of Belize, El Salvador, Guatemala, and Honduras, and the Mexican states of Campeche, Chiapas, Quintana Roo, Tabasco and Yucatán. The Mayan people dominated a surface of half a million square kilometers for about one thousand five hundred years, because of their social organization, the knowledge reached by their hierarchically higher classes, the relationship they maintained with the surrounding nature, the power they had over rain-fed farming, their religiousness and their world vision. As a tribute to their gods they built cities and ceremonial centers, attaining a profound knowledge of mathematics, they discovered the concept of the number zero 800 years before the Europeans. The Mayans were extraordinarily accurate astronomers, and made a calendar more accurate by minutes than one used until recently. The best example of their architecture's achievements are the pyramids and temples that after centuries remain almost the same. The Mayan civilization was so emphatic it has survived to our days, passing to each generation ways, a religion, creeds and ways of living almost unchanged over the centuries. First of all the Mundo Maya is a land where the true heirs of that millenary civilization live.

It is not easy for me to summarize in half an hour the geographic, cultural, historic and tourist wealth of such a large zone. Nevertheless, I will hope as I finish my presentation to have given you a clear idea, in tourism potential terms, of the meaning of Mexico's southeast, which is part of the Mundo Maya. I have decided to order this presentation by themes. I believe this way, besides showing a complete scope of what the region offers, we may address our sales strategies to specific market niches, to see options and alternatives in your travel plans.

I have named my first theme Mundo Maya's beaches. This is not a preference, but a beach destination was designated as the entrance door to this fantastic region. Evidently we are talking about Cancún, a narrow island in the shape of a seven. Although no important Mayan community was settled there, today it is the region's economic axis.

Cancún was an invented tourism city, that's true. A rain forest region inhabited by some fishing families, a dream made true thanks to computers because of the efforts of one hundred people who believed that there Mexico's best tourism development could spring up. Surrounded by a centuries and millenniums-old area, Cancún is not even 30 years old. Besides, today it is a motor of economic activity that doesn't stop, attracting tourism from all over the world.

What can I tell you about Cancún? What can I sell you about a zone we have known since it began? Maybe I can tell you about the past Easter season with almost 100% hotel occupancy; some days its international airport recorded more than 350 departures and arrivals. The tourism infrastructure has nearly 22 thousand hotel rooms, hundreds of restaurants, discos, nightclubs, travel agencies, and car leasing companies. And in recent years it has become one of the most sought after places for business meetings, conventions and congresses. Of course no one will refuse to work in front of the Mexican Caribbean's turquoise colors.

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But Cancún is not the only beach of Mundo Maya. Isla Mujeres and Cozumel, both located in Quintana Roo, compete and sometimes win. The first is an island offering sun, beach and rest. There is an ample variety of tropical fish and other marine species in the waters surrounding this small island, with good tourism infrastructure. It is a splendid spot to enjoy some peaceful holiday beside the sea.

On the other hand Cozumel has been a world renowned tourism destination for many years. The island has the privilege of having in front of its coasts the world's second biggest reef, visited for decades by expert and amateur divers, dedicating hours to know, experience and enjoy the unique underwater sights. Cozumel's tourism infrastructure fits on an island, and as an island it is first class.

This brief presentation's second great topic relates to Mayan archeological zones that tourists can visit. In most cases, we are talking about ancient ceremonial centers, with great pyramids, temples, religious buildings and dwellings as well as ball courts. Chichén ltzá, in what today is the state of Yucatán, is the most outstanding of the zone.

The center of this city was built over a six square kilometer platform, surrounded by a rubblework wall 2 meters high per 1.90 meters thick containing the most important buildings. The most outstanding construction of the zone is The Castle, a pyramid with a stairway to each side. At the top there is the temple, which is a room carved wooden lintels and a Mayan vault. To the sides of the main entrance stand two serpent shaped columns; the tails hold the lower lintel.

On this building's main stairway during the spring and fall equinoxes a strange phenomenon occurs: as the sun sets, over the right strut seven triangles of light are formed ending at the head of one of the serpents, giving the impression that the reptile is descending. The serpent was the representation of Kukulkan, one of the Mayan pantheon's most important gods. Inside the castle there is a tiger-shaped throne, painted in red with jade eyes.

Other important buildings at Chichén ltzá are: the Warriors Temple, with a Chacmool sculpture at the entrance, a human shape related to the rain cult; the one thousand columns compound; the astronomic observatory known as "El Caracol", and the ball court. The holy "Cenote" is amazing - an underground reservoir encased in limestone where human sacrifices were thrown.

The Uxmal archeological zone is also in Yucatán state. Its landmark is the Fortuneteller pyramid, according to legend built in only one night, although the structure was really built in different eras and under different cultural influences. The archeological zone has other outstanding buildings: the Governor's Palace with its 100 meter- long facade decorated with stone tiles; the Turtle Temple bearing representations of these animals, and the Nuns quadrangle, a four-building compound making a central square.

The Mayan city of Tulum in Quintana Roo state is set in amazing natural beauty. Tulum looks to the Caribbean Sea between a cliff and mangrove tree swamp. Even though the natural setting was itself protection, its inhabitants built a wall six meters thick and four meters high to isolate the ceremonial, political and religious center from the city.

Several buildings are preserved in the area: the descending god temple with the image of the god Itzamná in one of the niches in the facade; the Frescos Temple where there are mural paintings with religious scenes, geometrical motifs and plant elements; the Castle, a temple from where you can watch the sea's immensity, and the house of the columns.

Tulum is one of the ends of the coastal strip known as the Mayan Riviera, that starts in Cancún, 130 kilometers to the north. Along this tourist corridor there are towns, hotel compounds, eco-archeological parks, nature reserves, beaches, small bays, aquariums and many attractions drawing large-scale high level tourism.

Cobá is another archeological zone in Quintana Roo state, the Yucatán Peninsula's most important and largest city state. It has several buildings the most outstanding of which are the Cobá Group and Nohuch Mul Group. The first one has courtyards, rooms, temples, prayer halls, platforms and pyramids. The church is the most important building: a 24 meter high pyramid foundation. In the second group there is the Nohuch Mul pyramid which reaches a height of 42 meters.

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Notwithstanding its buildings the city's importance is based upon an impressive road network including underpasses, roundabouts and buildings pointing out the crossroads. So far more than 40 roads have been discovered totalling up to one hundred kilometers, with a width of up to 20 meters. Using the ancient Maya's roads, you can visit Cobá by bicycle.

Kohunlich is 69 kilometers away from Chetumal, Quintana Roo's capital city. The feature of this archeological zone is that all the structure's buildings were planned to get rain water and take it to a specific site to make a great mirror. The most important building is the Mascarones (large marks) pyramid; it is called like that because to each side of the stairway there are six big masks in stucco, having been identified as reproductions of the sun god.

The Archeological zone of Palenque is in the always green state of Chiapas, encircled by mountains from which many streams flow. The Palace is the most remarkable feature: a compound of buildings spread over a huge platform. The Astronomic Observatory is a four-story tower, located in its southeast part. The Temple of the Inscriptions was built with a dual purpose, to be a sanctuary and a mausoleum, for a lavish royal tomb was hidden under its visible structure.

Palenque is characterized by stucco sculptures and carvings covering its building's walls, ceilings and pilasters. King Pakal's tomb is outstanding because of the artistic quality of the gravestone, found in one of the passageways inside the Temple of the Inscriptions. Due to the site's importance several hotels have been built nearby, there are also places suitable for camping.

Bonampak is located 150 kilometers southeast of Palenque. It seems to be a modest archeological zone, with buildings imitating the shape of a Mayan hut. The true opulence of these buildings is in the ornamentation: engraved lintels with beautiful details adorned with figurines and shape stucco decorations.

Bonampak's most important and world famous temple, is the temple of the paintings or frescos. Inside, both the walls and the vaults are covered with paintings of glittering colors, the scenes are absolute historical records showing the ways, social, political and religious organization, as well as the garments and features of ancient Mayan people.

Also in Chiapas state on the banks of the Usumacinta, in the middle of compact vegetation with part of its structures hidden, lies the Mayan city of Yaxchilán. To this day it is a ceremonial center for different Mayan peoples who worship Hachakyum, one of their main deities.

Yaxchilán was a huge city state. 120 buildings have been identified of what was the central part of the compound. Outstanding buildings include the Four Sculptured Lintels, The Red Temple, The Seven Chambers Palace, The Laberynth and The Hieroglyphic Stairway, depicting scenes of the ball game ceremony. Yaxchilán is reached by light aircraft, boat or on foot, in a two-day excursion with camping available outside the archeological zone.

Campeche state's most important archeological zone is Edzná meaning the house of the Itzáes. It is 65 kms away from the state's capital city, and contains evidence of its inhabitants having developed engineering. The city's soil is humid almost all year long, and during the rainy season it is flooded. Therefore Edzná's inhabitants made a network of waterways to drain the city and store the surplus water in a lagoon prepared as a dam. From this place waterways were sent to irrigate the fields.

The canals were used also as a means of communication and as defense, as can be seen from a building known as The Fortress, surrounded by water, where the population sheltered from danger.

Another important building of this city, The Palace Temple of Great Acropolis, has hieroglyphs that seem to tell a passage from history.

Calakmul, meaning twin towers, is located in the Biosphere reserve of the same name. About 6 thousand 750 structures have been identified, twice the number found in Tikal, Guatemala, Mundo Maya largest known archeological zone. Tombs, jade devices, two acropolis and a ball court have been found.

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On Campeche's state boundary with Quintana Roo there is a group of archeological cities which although independent, are linked because of the buildings' design, known as the Rio Bec style. Becan, Xpuhil and Chicana are the most representative. Their distinguishing feature, high buildings called towers, is a pyramid foundation with a fake stairway and a small temple at the top. Of all the sites of this Mayan zone, Becan was the only city in which the ceremonial center was protected by a ditch almost two kilometers long.

In the state of Tabasco, the Mayan city of Comalcalco is unique because of its architectural features. Unlike the other Mayan cities built with stone, Comalcalco's buildings are made of a mixture of clay and large oysters shell bricks. The city has two building compounds: in the north group the foundations are at ground level, and the southeast group is spread over several platforms where the buildings are raised.

Several tombs and temples with stucco reliefs have been found in the zone. The most outstanding is a figure head representing Kinich Ahau, The Solar Eye's Lord.

Comalcalco town has several tourist services, but the archeological zone is only an hour away from Villahermosa, the state's capital city, where all services can be found.

Mundo Maya and its Descendants Nowadays

Now I want to mention briefly the present indigenous communities of Mundo Maya, still amazing because of their peculiar culture and ways of living.

Presently, about 5 million human beings are the living descendants of the Mayan Culture. Their mother tongue survives and its variations survive. This is the largest ethnic group in the Americas and they live in an area similar to the one where their culture's most famous archeological sites lie.

Nowadays Mayans preserve their ancestors' family and social organization, even though their settlements are spread in this huge territory. The father is the family's axis imposing order but with great respect towards the community's elders because they are the living repositories of knowledge, due to their experience. Men work in agriculture, citrusculture, stockbreeding, beekeeping, poultry breeding, fishing and making handcrafts and pottery. Women work in the kitchen, housework and nurturing the children, and develop their now genetic skills in textiles. We must underline that children are welcome in the Mayan culture: there are ceremonies and feasts celebrating their arrival and growth.

A journey to the most significant present Mundo Maya communities means searching deeper into a plural prism of multiple languages coming from original Maya and discovering a sonorous toponymy, with names seemingly derived from birds still living in the exotic landscapes.

A logical beginning is Tabasco state where the Mayan culture was born from the Mother Culture of meso- America, the Olmecs. Currently in Tabasco there are Chontal and Zoque communities related to the Mayan trunk.

Chontales live in the Centla, Centro, Jonuta, Macaspan and Nacajuca municipalities. Chontal is a Nahuatl word meaning foreigner, but they call themselves Oyoco Viniko, that is, the genuine ones. On the other hand the Zoque have survived for centuries in their Tapijulapa and Tlacotalpa settlements. Their culture is based upon a great respect for nature, showing a peaceful personality. They have never been a warrior nation.

The hot Chiapas lowlands are home to more than 500 Lacandon Indian groups, the direct descendants of the Mayas. Because they are the region's most isolated people they faithfully preserve their culture and have resisted the inroads of modern civilization.

In the central Chiapas highlands, there are settlements of Mayan Indians speaking Tzotzil and Tzetzal. These are Pantelho, Chalchihuitán, Chenalhó, Mitontic, Tenejapa, Huixtan, Amatenango, Aguacatenango, San Cristóbal de las Casas, Chamula, Larrainzar, Cancuc, Ohchuc and Chanal. Their inhabitants practice a peculiar Catholicism where Jesus Christ and the Sun God become one and the Virgin Mary is Ixché, the goddess of the Moon, fertility and medicine.

Near the Chiapas border with Guatemala there are other Mayan ethnic people, sharing the features already described: Kanobales, Mames, Motozintlecos, Choles and Tuzantecos. 40 Program Knowing Mexico

The Mayan settlements of Campeche are located as follows: Hecelchakan, 50 kms to the northeast of Campeche city, where the local people show their splendor on market days; Becal, whose inhabitants manufacture Jipijapa Panama hats, and Calkini, 8 kms to the south of Becal, well known for the Calkini chronicles narrating how the Mayas settled in the Yucatan Peninsula and endured Spanish invasion, and other interesting aspects of their history.

If Yucatan archeological sites are plentiful, the same can be said of Mayan settlements. Today we will mention only four of the main settlements: Dzitya located on the outskirts of Mérida on the way to Progreso; Tikul, known as the shoemakers and potters town; Tizimin the state's second city, 50 kilometers south of the Lagartos river. The community works stockbreeding, beekeeping, and farming citrus. Finally, there is Muna, 30 kilometers from Uxmal at the entrance to the Puuc Sierra. Wonderful woven baskets are made here and market day is special.

Quintana Roo has a very discreet Mayan population. There are two outstanding settlements: Felipe Carrillo Puerto where the inhabitants live in small villages in the deep adjoining rain forest; they have peculiar names like Chumpon, Tulum Pueblo and Tixkakal La Guardia. The settlers make their living in stockbreeding agriculture, forestry and fishing. Punta Allen is a small fishing village south of Tulum, in the Sian Ka'an Biosphere reserve, where the local people use unique techniques to catch and cook lobsters.

The Colonial Cities of The Mundo Maya

A fascinating experience is to take a tour to Mundo Maya's colonial cities. We are beginning the journey where meso-America began its Mayan experience: Tabasco.

The colonial architecture of Tabasco's capital city, Villahermosa, is outstanding: mansions made with Talavera tiles, and paved streets look over the surrounding lagoons. Also important is a small community named Oxolotlán with a renowned 16th Century convent and church.

In Campeche the fortified architecture was determined by a rich colonial history and marked by pirate attacks. There are still seven forts that are now museums, and botanical gardens. It is worth taking a promenade along Avenida Circuito Baluartes.

Also in Campeche state there is Calkini, where there are 17th Century buildings such as the San Luis de Tolosa Church. And In Hecelchakan, San Francisco Church is a spot to visit, dating from the times when the main stopping place on the Camino Real (Royal Highroad) was here, connecting Campeche with Mérida.

Ciudad Del Carmen is a showcase of the excellent examples of Campeche's colonial architecture: one can visit Nuestra Señora del Carmen Church, the Guanal and Jesus churches, and the ancient Victoriano Nieves Hospital.

Chiapas state's colonial jewels are Comitán, San Cristóbal de Las Casas and Chiapa de Corzo. In the first, the most outstanding buildings are: the church of San Sebastian, built in the 18 th Century, the 16th Century church of Santo Domingo with its Moorish influences, and the neoclassical architecture of the church of San Caralampio.

San Cristóbal de las Casas is considered one of Mexico's most beautiful colonial cities, with cobbled streets, churches, small squares and houses with red-tiled roofs. Its architecture ranges through Baroque, Plateresque, Neoclassical, and even Salomonic. It is interesting to visit the Cathedral, church of Santo Domingo and convent, the Caridad, San Nicolas and San Francisco Churches, La Casa de la Sierra and The Municipal Palace.

Chiapa de Corzo is well known for the mudejar style fountain built in 1562 called "La Pila" (The sink). It was designed as a representation of Queen Isabella's coronation. The church of Santo Domingo is exceptional. Mérida, Yucatan's majestic colonial city, has stone mansions depicting a prosperous history and sisal boom that marked the inhabitants lives forever. Take a stroll on Paseo Montejo, visit the Cathedral, Montejo House, handcrafts house and the many churches and convents of the city.

The last two cities of Mundo Maya's colonial journey are Valladolid and Izamal. The first has the church of San Bernardino de Siena and the Sisal convent, which during the war of the castes were used as fortresses.

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Izamal's convent is one of the best examples of Mexico's colonial architecture. Its atrium is the largest in the Americas and the second-largest after Saint Peter's in Rome: an extraordinary scene confirming the influence of Spanish art over many places in the Mundo Maya.

The Parks and Biosphere Reserves

Nevertheless, the Mundo Maya, besides keeping its ancient inhabitants' archeological wealth, has kept pure a nature in many ways unique. It is in its coasts, rivers, rain forests, mountains and volcanoes, woods and falls that ecotourism may find its greatest potential.

For example, Campeche has the Calakmul biosphere reserve; almost 730 thousand hectares. Located in the Champotón and Holpechen municipalities, apart from the archeological zone we just spoke about it has a great rain forest with fine trees like mahogany, red cedar and provides habitats for jaguars, ocelots, wild cats, howler monkeys and ant bears, and many other species too.

As for Chiapas, the Cañón del Sumidero National Park is outstanding. Twenty kilometers away from Tuxtla Gutiérrez, the state's capital city, the Cañón del Sumidero lies on a great geological fault eroded by the Grijalva river. Its walls reach one thousand meters in height and it is about two kilometers wide. The zone's vegetation is cedar, mahogany, ceiba tree, rosewood, sapodilla some oak groves, and in the area one can find white tail deer, spider monkey, ant bear, turkey buzzard, river crocodile and pheasant. The Cañon's surroundings are great for camping, hiking and water activities.

The Lagunas de Montebello National Park is also in Chiapas. It holds 52 lakes, the archeological Mayan zone of Chin-Kultic, and the Puente de Dios caves. Its vegetation comprises pine and oak woods, liquidambar and vanilla plants. Wild life includes Quetzal, wild cat, howler monkey, white tail deer, and boa and different birds. The place is great for sailing, camping, swimming, and wild life walks. The park has security and camping areas.

The Palenque national park lies in the municipality of the same name. Around the archeological area there are red cedar, ceiba, guaiacum, sapodilla and breadnut. The animal species include toucans, spider monkey, ocelot and several species of parakeets and reptiles. There are security services and camping facilities in the park.

The Agua Azul falls special biosphere reserve is located in the middle of the Chiapas mountain range. The area is cut through by the Shumulja and Tulija rivers, making shallow gulches producing the spectacular blue and white falls considered one of Mexico's most marvelous. Nearby live jaguars, tapirs, red macaws, toucans, howler monkey and different types of reptiles.

Chiapas has other ecological reserves like Selva de Ocote, Lacantun, and Montes Azules. This last one has the richest and most complex vegetation in the world. It is a tropical humid rain forest, the habitat of many species of flora and wild life. El Triunfo biosphere reserve in Chiapas' Sierra Madre has among its flora palm species, cedar, sapodilla, rubber and palo tinto, and in its wild life wild cats, jaguar, tapir, peacock, quetzal and armadillo.

Quintana Roo has two main protected areas. The first one is the Isla Contoy biosphere special reserve, located in the state's northeast, north of Isla Mujeres. It is the perfect habitat for more than 60 marine bird species, hence the name "Isla de Los Pájaros". There are grey pelicans, the magnificent corvette, white bellied booby, and giant heron. The island is an important egg-laying area for white and green sea turtles, hawksbill turtle, green turtle and small lateener. The entry is controlled by SEDESOL, but boats departing from Cancún, Isla Mujeres or Puerto Juárez can obtain permission.

Sian Ka'an is Quintana Roo's second most important reserve, located on the state's southeast coast. It is one of Mexico's most important coastal ecosystems. Its Mayan name means where the "Sky is born". Here there are about 23 Mayan archeological zones, belonging to different periods, and a 100 kilometer-long coral reef, part of the world's second largest reef. It has a range of diverse environments, bays, rain forests, coastal lagoons, reefs, swamps and cenotes; the vegetation is abundant. It is a spectacular bird sanctuary, offering diverse wild life, and possibilities for research, ecotourism, diving, swimming and camping.

The Pantanos de Centla biosphere reserve, in Tabasco state, is part of a great alluvial system in the Usumacinta and Grijalva delta. It has a wide variety of ecosystems and diverse wild life with manatees, storks and swamp crocodiles.

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Yucatán has two more nature reserves: Celestún and Río Lagartos, both unique as the country's only areas were pink flamingo reproduce and raise their young. It is also home to other important birds, like pink heron, brown pelican and ducks.

Maybe the best way to properly get to know the Mundo Maya is being in contact with nature in these areas. In these jungles the great Mayan culture flourished leaving a bequest we ought to appreciate, presenting it to the rest of Mexico and the world, looking after and protecting it, preserving its monuments and above all helping to preserve the way of life of today's Maya, because they have not wished to forget their roots.

Very briefly, to conclude, we propose a series of tours through Mundo Maya, so in one trip visitors can have as many options as possible:

Route 1: Mérida-Muna-Uxmal-Kabah-Ticul-Savil-Labna

Route 2: Mérida-Acanceh-Piste-lkil-Yakuna-Chichén Itzá

Route 3: Isla Mujeres-Cancún-Playa del Carmen-Cozumel-Xcaret-Xelha-Tulum-Sian Ka'an

Route 4: Campeche-Ednzá-Pich-Kanki-Hecelchakan-Calkini-Becal

Route 5: La Venta-Comalcalco-Villahermosa-Macuspana-Pomona-Balancan

Route 6: Tuxtla-Gutiérrez-Cintalpa-Arriaga-Tonala-Magastepec-Huixtla-Huehuetan-Tapachula

Route 7: Tuxtla Gutiérrez-Chiapa de Corzo-San Cristóbal de las Casas-Amatenango del Valle-Comitán- Tenam Puente-Chinkultic-Lagos de Montebello

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The heart of Mexico

Distrito Federal, Estado de México, Hidalgo, Morelos and Tlaxcala Program Knowing Mexico

Heart of México

In the Heart of Mexico one can hear the steady beat of an aspect almost forgotten by many of us: the pleasure of visiting the central region of Mexico, our past's memory, our present's joy and the desire for an unbeatable future. A very different place than the one visualized when we think about the Heart of Mexico.

Matchless nature surrounds earth, wind and water, populated by thousands of species, the perfect spots to enjoy different experiences, a paradise for history lovers, The region has accessible tourism services, the people are kind and hospitable: they are our heart and soul.

Hidalgo, Tlaxcala, Morelos, the State of Mexico and the Federal District are our heart's five states. They offer an opportunity to get acquainted with part of our identity, feeling the different shades, eating delightful dishes reserved for the gods, taking risks and daring to do things previously only ever dreamed of. Due to this, it is one of the most important regions, waiting for us, with an open heart always there.

Therefore efforts were joined to rescue, promote, protect and spread the values, culture, traditions and natural wealth of our country's central region. This is why we invite you to an adventure through Mexico's central region, synonymous with our history and culture, different from other parts of the country, because that is where Mexico's heart is.

This is the region where countless memories of our ancestors are woven. Here the Aztec Empire was built, and there were other ancient cultures. On the "Pulque Route", when we visit the haciendas and colonial buildings we are remembering and living the mystical experiences of yesterday, and in the "Archeological Route", our most outstanding archeological sites are showcased.

There are many activities to do and places to visit in each site, so you cannot feel the time passing and the beat of your heart. As you travel the Route of "Health and Water" it is consoling to discover the hidden secrets of each place, guessing the countless spas' unknown benefits and the waters' healing powers, as you enjoy the delightful and cozy landscapes.

The "Adventure in your Heart Route", is going from the ancient to the new, stopping in each location, trying each activity, feeling how Mexico's history became a huge multicolored mosaic. Here you can fly like an eagle, swim in deep waters like a fish, or simply be guided by emotions taking you to the many sports and adventure activities - all of these are possible in the "Heart of Mexico".

So, let's begin the "In the Heart of Mexico" tour through the region's tourism arteries.

THE PULQUE ROUTE, (Hidalgo-Tlaxcala states).

The Pulque Route was so named because it is a tour to the houses of the Haciendas that produced this beverage of fermented maguey juice. Pulque was a common drink for the people since its mystical discovery by Queen's Xochitl until the mid 20th century, and it led to a whole production and distribution industry. During pre- Hispanic times it was used in religious celebraions as a ritual liquor.

This region is located to the west, where Hidalgo and Tlaxcala states meet. Visitors may use the Mexico- Huejotzingo-Tlaxcala Highway, and connections to the state of Hidalgo. At the awakening of colonial New Spain, this is one of the regions where haciendas multiplied, all with a characteristic architecture. From the plains of Apan through Zempoala and Tlaxco, it is possible to visit these interesting haciendas, truly self-sufficient production units.

From the late 17th century until the early 20th century, the route had more than 140 haciendas. Today, in addition to making pulque, these haciendas breed fighting bulls, and offer accommodation and food services. The most important are: Soltepec, San Bartolome Del Monte, Mazaquiahuac, El Rosario, Santa Teresa de Ixtafiayuca and the former San Mateo Huizcolotepec.

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The journey starts 51 kms away from Tlaxcala city at Soltepec Hacienda. Founded in 1712, the production of pulque made the Hacienda thrive. This is a very luxurious hacienda, adopting French style facades and interiors, having tiles and Carrara marble from Italy. María Felix and Pedro Armendariz made the movie "La Escondida" there, and when it became a hotel it took the film's name.

As the journey continues, the Hacienda San Bartolome Del Monte should not be left out of our travel plans. This was one of the main pulque haciendas of the early part of the century. It is 75 kms from Tlaxcala in the municipality of Calpulalpan and was one of the first to have a telephone. This hacienda's goods were sent to Mexico's most important cities. Today it has modern leisure and recreation installations.

Santa Teresa de Ixtafiayuca is another interesting hacienda, near Calpulalpan municipality, 100 kms away from the Federal District. This 19th century pulque hacienda offers 19 rooms, accommodating groups as well as guided tours by prior appointment.

To end this trip you must visit the San Mateo Huizolotepec Hacienda, home to "Piedras Negras" first fighting bull ranch, a pioneer in this field in Mexico. Once there you'll be able to try your hand at being a "Toreador" with the cape, imagining the presence of the bull in these beautiful bullrings and former haciendas' old houses.

WATER AND HEALTH ROUTE, (Hidalgo-Mexico and Morelos States)

The Water and Health Route goes from the northern part of Hidalgo passing through the state of Mexico to Morelos, through sites traditionally visited by Emperor Moctezuma, Hernan Cortes and General Porfirio Diaz, as well as by many important personalities of our history, all of whom found true oases in those spots. Nowadays the route has unequalled waters, magnificent swimming pools and water parks well known for their beauty and health properties. These waters have a natural chemical content, encouraging and allowing rest, eliminating daily stress. A wide range of water sports is available in many excellent installations

The route starts in the western region of Hidalgo state, where Huichapan and Tecozautla spas appear like real oases. It is easy to reach the starting point on the Mexico-Queretaro Federal Highway, taking the San Juan del Rio turn to Huichapan or Pachuca en route to Actopan, lxmiquilpan, Huichapan or Zimapan.

At Pathecito gully, 15 kms from Huichapan, three 35°C thermal water spas were developed where the waters' mineral properties are outstanding. A comfortable accommodation option is offered by El Paraíso and Ell Pathecito and the delicious warm waters of Chichimequillas are for all the family. On the other hand, Tecozautla is a wonderful spot in the state of Hidalgo with a mild climate. Its waters won an international prize for quality at the 1901 Paris Fair. The Spas extend an invitation to cool off in their magnificent pools and slides, such as those at Géiser spa, which uses steam from a natural geyser to feed the swimming pools with warm water. Other spas include Gandho, El Arenal, La Fuente, El Nuevo Taxidho, La Cruz de Piedra and 21 de Marzo.

The Señorial Royal Spa in Zimapan Hidalgo is the state's main course, with a reputation as the best in the country and magnificent installations. A place to be spoilt, there are water treatments, massages, aromatherapy and creams to ensure beauty; revitalizing the body and rekindling the spirit.

We continue through the state of Mexico. The typical villages of Ixtapan de la Sal and Tonatico are 66 kms away from Toluca and 120 kms from Mexico City. Their main attractions are the healing hot springs. The installations here make for a delightful visit. To see the marvelous surrounding landscapes take a horse ride and enjoy the Mexican jacarandas, bougainvillea and hibiscus.

Very near Mexico City we will end the tour, visiting the spas of Morelos state. To get there one takes the Mexico- Cuernavaca Highway and continues either on the Cuernavaca-Acapulco or Cuernavaca-Cuautla Highways. There are more than 40 spas within 45 minutes of Cuernavaca, offering the chance to cool off and relax in any of the water parks, but first you have to ride the huge slides, plunging into fun and being ready to do it many times over.

The state's most important spas are: Ex Hacienda de Temixco, El Rollo, Aqua Splash, Oaxtepec and El Real de San Nicolas. Agua Hedionda has radioactive thermal waters, with healing properties because of a high sulfate content, and Las Estacas is on the bank of the Yautepec river. By the way, this area was Emiliano Zapata and his followers' stamping ground. 45 Program Knowing Mexico

ARCHEOLOGICAL ROUTE, (Federal District, Hidalgo, Tlaxcala, Morelos and State of Mexico)

This route covers the centers where the heart of meso-America's civilization flourished, visible in the highly refined urban culture to be found "In the Heart of Mexico", always astonishing us, still awakening our interest. There are such sites as Tula's Atlantes, of Hidalgo's Toltec culture; Mexico City's Templo Mayor and many other pre-Hispanic remains in the region; the most important zones of Tlaxcala's Olmeca culture; Morelos' majestic archeological zone of Xochicalco and finally, wondrous Teotihuacan in the state of Mexico.

The Journey begins in Mexico City and the Templo Mayor is the starting point. This was the sacred area within Mexico-Tenochtitlan, the Aztecs' religious, political, cultural, economic and social center. Here important monoliths have been rescued such as the Aztec Calendar, and the Coatlicue and Coyolxauxqui goddesses. Before departing Mexico City we can visit the archeological zone of Cuicuilco, one of the most important ceremonial centers in the Valley of Mexico where there is a museum showcasing the pieces rescued from the zone.

Later on we continue to Hidalgo to visit Tula - the Tolteca kingdom's ancient capital city and an important ceremonial center. The Temple of Tlahuizcalpantecutli is remarkable and huge. At its foot are famous stone giants called "Atlantes", which originally supported the temple. These "Atlantes" are almost 5 meters tall, weighing 8 tons each: loyal wardens welcoming the city's visitors. According to the legend the Governor-God, Quetzalcóatl, left from here on exile.

To the south of the region 22 kms from Tlaxcala, we may visit Xochitécatl, the place where flowers were created. This is a large architectural compound dedicated to fertility. Female clay figurines have been found, with opened bellies, some showing a baby. From the top of the pyramid of flowers you will be able to marvel at a landscape of volcanoes, plains, fields, and typical towns.

Only 3 kms away is Cacaxtla. Bequeathed by the Olmeca-Xicalanca culture, this place houses the extraordinary mural paintings representing battles among warriors. This is one of the most outstanding discoveries of the 20th century, because they are meso-America's best preserved and largest paintings.

Afterward we head toward Morelos state, to visit the ceremonial center of Xochicalco. To get there take the Miacatlan Road to the Grutas de Cacahuamilpa caves. Xochicalco rises solemn over an isolated hill with a wonderful view over the valley of Morelos, a meeting place for astronomers, scientists and priests from different cultures of the time. Going on with the tour, just minutes from Cuernavaca city is the pyramid of Teportlán, dominating Cuauhnahuac's beautiful valley.

To end the tour one must visit Mexico state's magnificent archeological sites of Teotihuacan "The Place where men become Gods" and Malinalco. The first one is located 50 kms away from Mexico City and was meso- America's most important population center. At its height it included 20 square kilometers, home to twenty thousand inhabitants. It is wonderful to visit this zone, because the two biggest pyramids in the country are there: the pyramids of the sun and moon. At last we come to Malinalco, where there are traces of the brave eagle and tiger warrior orders, who mounted the sun temple to the beat of huehuetls and teponaxtles to be sworn into the ranks in solemn ceremonies. Malinalco is an amazing structure carved from the living rock, unique in the Americas and only matched by certain works in Jordan, Egypt, India, Turkey, China and Ethiopia. It is 18 kms from Tenancingo on the Teneria-La Cumbre road.

ROUTE: ADVENTURE IN YOUR HEART, (Hidalgo, State of Mexico and Morelos)

To end this journey, we have saved for the most daring visitors the best the region has to offer in adventure tourism: diving in a volcano crater, parasailing, hot air ballooning, sport fishing, mountain climbing, rappel, motocross, mountain biking, trekking, camping and sailing.

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We begin our tour in Hidalgo state, taking the Mexico-Pachuca Highway. In the state, only 15 minutes away from Pachuca City, there is Del Chico National Park. For those wishing to practice rock climbing, this park offers perfect conditions and features: huge vertical walls and magnificent landscapes. The park has reservoirs for fishing and rowing and extensive woods for trekking. To guarantee your safety there are specialized guides to go along with you while you practice mountain climbing, camping, hiking and rock climbing.

On this same route a unique experience is a balloon flight, and accompanied by ten fellow passengers the wind will carry you along. From the heights you can marvel at the Huasteca area of Hidalgo. Before leaving the state, Huesca de Ocampo is another option, offering three reservoirs where you can practice rowing and sports fishing.

Later on we continue the tour to the state of Mexico, blessed with wonderful climatological and topographical variety. From Toluca city we can make interesting excursions to the nearby Nevado de Toluca mountain, also called by its ancient name – Xinantecatl. It lies 50 km to the southwest, where visitors may find a wide range of activities such as fishing and scuba diving in the crater of a volcano. For this unique and exciting sport you need professional equipment and authorization before diving in a peak 4,578 meters above sea level, perhaps the only place in the word where you can practice this sport. The Nevado de Toluca is the World's only volcano that can be conquered by road.

One of the state's most beautiful and typical villages is Valle de Bravo. It has a large reservoir that is an important tourism attraction, a place to practice a range of water sports such as skiing, jet skiing, sailing, canoeing, kayaking, dinghy racing, motorboating and bream and bass sport fishing. Valle de Bravo's climatological and geographic features favor the air currents needed to carry out such daring sports as hand- gliding, parasailing and tandem kiting.

50 kms from Toluca, between Malinalco and Tenancingo, you can take a flight by hot-air balloon, admiring from the heights the large valley, green in summer and golden in winter, and the steep slopes of the mountains where Malinalco's archeological zone is located.

The Popocatepetl-lztaccihuatl Park is 30 kms away from Amecameca on the Mexico-Cuautla road. Those who love conquering difficult summits will be challenged by the nation's second and third highest peaks.

Every year this route receives a natural spectacle of indescribable beauty: after traveling 3,600 kms, 250 million Monarch Butterflies find a perfect environment in the oyamel pine woods in the "El Capulin" common lands of Donato Guerra, in the state of Mexico. In this sanctuary, you will enjoy the marvelous and unique experience of being surrounded by millions of beautiful butterflies, lovely orange and black clouds. The experts in the park can teach you about their ability to adapt and survive, their life span, and the importance of environmental preservation to assure their future migrations.

To complete the adventure tourism trip we finish with Morelos state's magical mountainous landscape, inviting you to travel to Cuernavaca, Teportlán, Amatlán, Huitzilac, Tlaltizapán, Tequesquitengo and Teacalco – always with pleasure, make an unforgettable and exciting visit: strolling, horse riding, water skiing, boating, camping, rappelling or simply meeting people who love to wonder at nature's beauties.

Near Cuernavaca city in a pine and oak forest there are great places for mountain biking, taking unforgettable journeys down the countless paths at one with nature's, flora and fauna.

An hour and a half from Mexico city one can go rafting down the Amacuzac river and watch the sumptuous vegetation with ahuehuete and amate trees, creating a unique adventure environment.

We can remember the past and enjoy all that the present offers in the Heart of Mexico.

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