The Ruta del Tequila Aims for Two Million Tourists, Boosted by the 2026 World Cup

The Consejo Regulador del Tequila (CRT) and the eight municipalities that make up the Ruta del Tequila have signed a strategic collaboration agreement. The goal is to solidify the development, promotion, and training of the region’s tourism sector, capitalising on the global impact and massive influx of visitors that the 2026 World Cup will bring to Jalisco.

State authorities project that this alliance will boost annual visits to the two-million mark, anticipating the arrival of at least one million additional tourists during the international sporting event.

The agreement brings together the joint efforts of the mayors of El Arenal, Amatitán, Tequila, Magdalena, Teuchitlán, Ahualulco del Mercado, Etzatlán, and San Juanito Escobedo. Aurelio López Rocha, president of the CRT, highlighted that the initiative aims to strengthen micro, small, and medium-sized enterprises (MSMEs), support local artisans, and promote the “Doble T” (Tequila Turístico) certification. This will guarantee high quality standards in services that seamlessly blend cultural heritage, gastronomy, and the region’s iconic paisaje agavero (agave landscape).