The municipality of Santiago, in the state of Nuevo León, became the first Pueblo Mágico (Magical Town) in the north of the country to join the federal program “Avanzamos por México,” a key initiative that seeks to strengthen the national tourism sector with the support of BBVA México.
The meeting was attended by the Secretary of Tourism of the Government of Mexico, Josefina Rodríguez Zamora; the Governor of the State, Samuel García Sepúlveda; the Mayor of Santiago, David de la Peña Marroquín; and the State Secretary of Tourism, Maricarmen Martínez Villarreal. Also participating was Jaime Ortega Madrid, Divisional Director of Corporate and Institutional Banking Northeast at BBVA México, who highlighted the banking institution’s leading role in this strategy to digitize tourist communities.
The strategy to promote digitalization in the 177 Magical Towns and 173 tourist communities
This joint program between the Ministry of Tourism and BBVA México has the main objective of promoting the country’s 177 Magical Towns and 173 tourist communities. The banking institution’s participation is comprehensive and includes:
A robust campaign promoting the Mexico and Magical Towns brand through its extensive network of ATMs and digital channels, projecting these tourist destinations to millions of users.
Digitalization and electronic payment collection for all tourism service providers, such as artisans, merchants, and tour operators, facilitating modern and secure transactions.
Preferential access to credit and financing, offering local businesses the tools for growth and modernization.
Specialized support in financial education, training entrepreneurs to manage their resources more efficiently.
“With great enthusiasm, we welcome this important comprehensive campaign implemented by the Ministry of Tourism and BBVA México, called ‘Avanzamos por México,’” said Mayor De la Peña. “We greatly appreciate that Santiago’s merchants, artisans, and tour operators are now part of this program and all the benefits it offers, such as the ability to accept electronic payments, the opportunity to obtain financing to grow their businesses, and the promotion and awareness of our municipality as one of the best destinations to visit in Mexico.”
During the event, Ortega, Divisional Director of Corporate and Institutional Banking Northeast at BBVA México, explained: “At the banking institution, we will implement digital tools such as Point of Sale Terminals (POS), payment gateways, and collection links, making it easier for artisans, service providers, and merchants to accept electronic payments, especially considering that 70% of the sector is still unbanked.”
Rodríguez, the Secretary of Tourism, highlighted the importance of Magical Towns in helping Mexico reach fifth place as a tourist destination, emphasizing that “this Magical Towns brand is very valuable.”
For his part, Governor García emphasized the safety of Santiago, a key factor for tourism, and Martínez, the State Secretary of Tourism, mentioned Nuevo León’s certification in nature and adventure activities, which complement the quality service provided to tourists.
This progress is particularly relevant in the run-up to the 2026 FIFA World Cup, where a significant increase in visitors is anticipated. The modernization of payment methods and the promotion promoted by BBVA México are crucial to offering efficient and convenient services to domestic and international tourists.
Santiago’s integration into the “Avanzamos por México” program was formalized with the signing of the commitment letter by Rodríguez; Ortega, representing BBVA México; and Octavio de la Torre Steffano, President of CONCANACO SERVyTUR, with Mayor De la Peña as a witness.
At the end of the event, BBVA Mexico employees provided detailed information on the strategy’s advantages, answered questions, and announced that bank staff will visit each business to assist them in registering with the National Tourism Registry, a prerequisite for accessing the program’s benefits.
The goal is to ensure that no tourism service provider is left behind in its modernization and growth.
Source: bbva
