Over the past thirteen years, San Miguel de Allende has consolidated a tourism diversification strategy based on promoting weddings and developing the wine industry, two sectors that currently generate economic activity and employment for the local population.
Mayor Mauricio Trejo explained that this process began in 2013, during his first term, when the need to expand the municipality’s tourism offerings was identified. “At that time, it was purely cultural tourism, and no jobs were being created,” he noted.
Based on that assessment, four pillars of tourism development were defined. The first was wedding tourism.
“We decided to promote weddings,” he stated. At that time, the municipality registered around 115 events annually.
Thirteen years later, the number reached 900 weddings in 2025. “Today, 13 years later, we had 900 weddings in 2025. Thirteen years ago, we only had 115,” Trejo affirmed, referring to the growth of this sector.
The second focus was on medical tourism, which, he indicated, is still under development. “That still needs to be developed,” he said.
The third was business tourism, which he mentioned is “progressing very well.”
The fourth component centered on reviving San Miguel de Allende’s winemaking tradition. “The fourth economic driver was restoring San Miguel’s winemaking vocation, which it had 250 years ago,” he explained.
In this area, the municipality currently has more than 14 vineyards in operation. These establishments combine wine production with tourist activities such as tours, tastings, and social events.
The impact on employment is another of the results highlighted. “Today, more than 1,200 San Miguel residents work in these vineyards,” the mayor stated.
Trejo emphasized that the development of these projects required continuity across several administrations. “It was a project that, thanks to follow-through, was a complete success,” he expressed.
Furthermore, he pointed out that the integration of wedding tourism and wine-growing regions has contributed to local economic growth. Both sectors have become linked through events held at vineyards, expanding the tourism offerings.
San Miguel de Allende Recognized as the Best Grape Destination
The municipality recently received national recognition in the wine tourism sector. “We have been named the best grape and wine destination, or wine-growing destination, in the entire country,” he stated.
Regarding the results achieved, the mayor maintained that they form part of a foundation for future development. “We are laying the groundwork for a San Miguel that is just as strong, or even stronger, for the next 10 years,” he mentioned.
He also referred to the importance of maintaining the continuity of these projects. “Let’s hope that no governments come along and ruin everything,” he said.
Finally, he emphasized the time required to consolidate these sectors. “It took us 13 years,” he said, referring to the process that allowed San Miguel de Allende to position itself in wedding tourism and in the wine industry, where this year it was recognized as the best wine region in Mexico.
Source: oem
