Background and Significance
The Juan Diego-Guadalupe religious tourism route, associated with the pilgrimage made by Juan Diego to the Tepeyac hill, where the Basilica of Guadalupe now stands, has long been popular among both domestic and international tourists. With approximately 72% of Mexico’s population being Catholic, the Basilica of Guadalupe in Mexico City is one of the country’s most iconic and visited sites, attracting around 20 million visitors annually. Over half of these visitors, about 12 million, arrive in December, generating an economic impact of 20 billion pesos.
Partnership and Objectives
In its latest 2025 bidding, the National Fund for Tourism Development (Fonatur) awarded a 2-million-peso contract to the Espacio Multiescalar Estratégico company for the preparation of a tourism planning study along the Juan Diego-Guadalupe route. This initiative aims to boost the route in collaboration with the Mexico City Metropolitan Tourism Promotion Fund (FMPT).
Scope and Timeline
The study’s validity begins from the notification on December 26, 2023, until April 13, 2026. The area of study encompasses a 25.6 km stretch of the Juan Diego-Guadalupe route, including Mexico City and the State of Mexico: an 18 km segment from Ecatepec’s Cathedral to the Guadalupe Basilica and a 7.6 km section from the Basilica to Mexico City’s Historic Center.
Strategic Importance
These segments connect various religious, cultural, and tourism sites from Ecatepec de Morelos in the State of Mexico to the Guadalupe Basilica in Mexico City’s Gustavo A. Madero alcaldía, passing through the Cuauhtémoc alcaldía. Engaging local service providers and residents is deemed “strategic” as they are directly involved in the tourism activity’s implications in the area.
Study Focus Areas
The study will analyze attractions (natural and cultural), identification of indigenous peoples and their tangible and intangible heritage, tourism offerings (accommodation, transportation, food and beverages, experiences, and complementary services), current and potential demand (visitor profiles, origins, timing, motivations, and average spending).
FMPT’s Role
According to Fonatur, the FMPT requested support for the tourism planning study due to its mission to “contribute to social well-being through tourism planning, programming, and development, as well as encourage promotion and investments in the sector…”
Key Questions and Answers
- What is the Juan Diego-Guadalupe religious tourism route? It is a 25.6 km stretch connecting Ecatepec, Mexico City, and the Guadalupe Basilica, featuring religious, cultural, and tourism sites.
- Who is collaborating on this initiative? Fonatur and the FMPT are working together to boost tourism along this route.
- What will the study focus on? The study will analyze attractions, indigenous heritage, tourism offerings, and demand along the Juan Diego-Guadalupe route.
- Why is this initiative important? This collaboration aims to enhance the economic and social benefits of religious tourism in Mexico City and the State of Mexico.
