5 minute read
Pueblo Mágicos (or Magic Towns) are hubs throughout Mexico that are recognized by the government for their ‘magical’ qualities, whether that be their rich cultural history, remarkable nature or local traditions.
Among the more famous Pueblo Mágicos is Tequila – the home of the world-renowned spirit. But, for the most part, these towns are lesser-known gems, waiting to be discovered by explorers looking to for authentic pockets of Mexico.
HOW MANY PUEBLOS MÁGICOS ARE THERE?
Today, 177 towns hold this badge of honor. When the program launched in 2001, there were just three; that number that has grown steadily as more communities are recognized for championing Mexico’s extraordinary cultural and natural heritage.
HOW DOES A PUEBLO BECOME MÁGICO?
To earn the title of Pueblo Mágico, a town must meet a set of stringent criteria to ensure it meets the required high standards. There’s a formal application process, ongoing evaluation, and a commitment to preserving the things that make the place special: its culture, history, landscapes, and traditions. It’s not a label handed out lightly. The designation recognizes communities that protect their heritage while welcoming travelers in a well-managed way, ensuring that the experience you find there is authentic.
We love these spots, because they allow travelers to genuinely connect and experience the real Mexico in all its richness. As our team hails from up and down the country, and spends their days exploring it relentlessly, we asked them which Pueblos Mágicos they love the most.
Here are some of their top picks…
1. CREEL, CHIHUAHUA
Creel is one of northern Mexico’s most striking Magic Towns, known for its epic canyon scenery, pine forests, and strong indigenous heritage (specifically Tarahumara and Rarámuri). Built directly into the mountainside and sitting at the threshold to the Copper Canyon (one of the largest canyon systems in the world), it is visually striking, with a rugged, high-altitude personality.
Best For: Dramatic landscapes, indigenous culture, outdoor exploration.
Why we love it: “Creel is so unique. It’s the gateway to the Copper Canyon, so it’s surrounded by towering cliffs, striking rock formations and traditional Tarahumara villages. It’s home to the Rarámuri indigenous community and feels so culturally rich – the markets, the museums, the day-to-day life. The changing seasons are also captivating: warm, sunny summers, crisp and cozy winters, and even the occasional snowfall, which completely transforms the landscape. It’s a dream for hikers, and one of the highlights of the famous El Chepe train route (the long-distance passenger train). For adventure seekers, the nearby Copper Canyon Adventure Park offers ziplines, the iconic canyon funicular, and breathtaking viewpoints.” – Ismael Pedraza, Destination Development Manager
We love Hotel Mirador to stay in Creel. Surrounded by pine trees and built right into the cliff edge, it has award-winning views over the canyon stretching out below.
2. SAN SEBASTIAN DEL OESTE, JALISCO
San Sebastián del Oeste is a quaint, colonial mining town, characterized by whitewashed houses, cobblestone streets, and 17th-century architecture. Tucked high into the rolling Sierra Madre mountains, the air is noticeably cooler up here. You can enjoy stunning views out over the lush green landscape, and when the mist rolls through, it gives the place a very atmospheric feel.
Best for: Colonial architecture, coffee culture, mountain scenery.
Why we love it: “I love escaping the summer heat for a weekend in San Sebastian. As you drive up into the mountains, pine forests replace palm trees, and the air turns fresh and cool. There’s something about the atmosphere of the town I find deeply relaxing; it’s like time stops. In the day, you can wander the cobblestone streets with its old architecture and quaint red and white houses, full of clues about San Sebastian’s mining history, or take an ATV up to La Bufa for panoramas of the Sierra Madre, sometimes peeking out from rolling mist. The town square is my favorite for moments with friends – gathering round a steaming taco stall, sipping atole or raicilla in the cold evening air, and enjoying the pueblo’s simple life.” – Sally Wells, Senior Content Editor
3. MAZUNTE, OAXACA
Mazunte is a small, sleepy beach town on the Oaxacan coast, known for its laid-back energy and postcard-worthy views of the Pacific. The Mexican National Turtle Center based here, and in winter, you can often spot humpback whales offshore. Enjoy surf spots nearby, incredible sunset vistas, and plenty of local spots serving Oaxacan cuisine staples for dinner afterwards.
Best for: Coastal wellness, Pacific sunsets, nature and marine life.
Why we love it: “What makes Mazunte so special for me, is the chilled-out vibe of the place. It’s not an overly busy tourist spot, but more of a hidden gem that has kept that feeling of a small, local town. Some of my favorite bits: at Punta Cometa you can find the best sunset on the Oaxacan coast; Playa Mermejita has unusual dark sand and is such a peaceful spot, ideal for disconnecting; and the Mercado Artesanal has some great artisan products and amazing food. It’s the perfect spot for a calm beachy getaway” – Maria Quero, Travel Planner
Speak to our team about the best places to stay in Mazunte! We love La Valise and Cocolia, as peaceful sanctuaries perfect for a coastal escape.
4. ATLIXCO, PUEBLA
Atlixco is a blooming colonial town at the foot of the Popocatépetl volcano, known for its mild climate and long-standing tradition of flower cultivation. Gardens, plazas, and nurseries bring bursts of color to Atlixco, alongside murals and colonial buildings.
Best for: Vibrant traditions, colonial charm, traditional cuisine.
Why we love it: “I had a lovely time when I visited Atlixco with my parents and was surprised at how different it feels from Puebla, even though it’s just a short drive away. What really struck me was how genuine it was: from the people to the food, and the flower-filled streets were full of character. It’s charming in a very down-to-earth way, and the mole here is amazing, that alone is worth the trip!” – Gerardo Tovar, Sales Manager
5. VALLADOLID, YUCATÁN
Set in the heart of the Yucatán Peninsula, Valladolid is known for its colorful streets, central cenotes, and easy access to nearby Maya sites (it’s one of the best bases for exploring the region!). The pastel buildings, leafy plazas, and local markets give it a relaxed feel, with a food scene that leans proudly into regional Yucatecan flavors.
Best for: Cultural exploration, archaeological sites, cenote adventures.
Why we love it: “I have visited Valladolid many times – it’s the perfect gateway to Chichén Itzá and Ek’ Balam. The main square with its large church is beautiful, and the traditional coconut ice cream that you can get here is to die for! There are charming, boutique-lined streets to stroll, and cultural gems like the Convent of San Bernardino de Siena, which is truly something to behold. Around the convent, a lovely park along with a few small cafes make it the perfect place for a relaxing afternoon. What’s really cool about Valladolid, is that there are several cenotes within the city, so you can make the most of these without having to travel far. A favorite restaurant of mine is Mesón del Marqués – they serve excellent cochinita pibil, and you can see them making tortillas by hand right at the entrance!” – Jose Pineda, Director of Sales
The truth is, all 177 of these spots are special. Here’s a few more of our favorites…
San Cristóbal de las Casas, Chiapas: A cool highland town known for its Indigenous heritage and colorful streets.
Sayulita, Nayarit: A lively surf spot with a bohemian feel and great waves.
Izamal, Yucatán: A colonial gem with deep Maya roots.
Tepoztlán, Morelos: A mystical hub in the mountains known for its pyramid hike and weekend market.
Real de Catorce, San Luis Potosí: A remote desert enclave with ghost-town charm and wide-open views.
We could talk about Pueblo Mágicos all day. Those featuring in this blog are some of our most cherished, but there are loads more that we’ve enjoyed exploring. We love how these places continue to honor and celebrate Mexican heritage and set the standards high for the caliber of authentic hubs that guests can visit across Mexico.
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Northern Mexico
Baja California
- Tecate
- San Felipe
Baja California Sur
- Loreto
- Todos Santos
- Santa Rosalía
Chihuahua
- Batopilas
- Casas Grandes
- Creel
- Guachochi
- Hidalgo del Parral
Coahuila
- Arteaga
- Candela
- Cuatro Ciénegas
- Guerrero
- Múzquiz
- Parras
- Viesca
Durango
- Mapimí
- Nombre de Dios
Nuevo León
- Bustamante
- Linares
- Santiago
Sinaloa
- Cosalá
- El Fuerte
- Mocorito
Sonora
- Álamos
- Magdalena de Kino
- San Carlos
- Ures
Central & Bajío Mexico
Aguascalientes
- Calvillo
- Real de Asientos
- San José de Gracia
Estado de México
- Aculco
- El Oro
- Ixtapan de la Sal
- Jilotepec
- Malinalco
- Metepec
- Otumba
- San Juan Teotihuacán y San Martín de las Pirámides
- Tonatico
- Valle de Bravo
- Villa del Carbón
- Xochitepec
Guanajuato
- Comonfort
- Dolores Hidalgo
- Jalpa de Cánovas
- Mineral de Pozos
- Salvatierra
- Yuriria
Hidalgo
- Acaxochitlán
- Huasca de Ocampo
- Huichapan
- Metztitlán
- Mineral del Chico
- Real del Monte
- Tecozautla
- Zempoala
- Zimapán
Jalisco
- Ajijic
- Cocula
- Lagos de Moreno
- Mascota
- Mazamitla
- San Sebastián del Oeste
- Sayula
- Talpa de Allende
- Tapalpa
- Temacapulín
- Tequila
- Tlaquepaque
Michoacán
- Angangueo
- Cotija
- Cuitzeo del Porvenir
- Jiquilpan
- Paracho
- Pátzcuaro
- Santa Clara del Cobre
- Tacámbaro
- Tlalpujahua
- Tzintzuntzan
Morelos
- Tepoztlán
- Tlaltizapán de Zapata
- Tlayacapan
Querétaro
- Bernal
- Cadereyta de Montes
- Jalpan de Serra
- Tequisquiapan
- San Joaquín
- Pinal de Amoles Wikipedia
Tlaxcala
- Huamantla
- Tlaxco
Pacific Coast & West
Colima
- Comala
Nayarit
- Acuatlán
- Amatlán de Cañas
- Compostela
- Ixtlán del Río
- Jala
- Mexcaltitán
- Puerto Balleto (Islas Marías)
- San Blas
- Sayulita
- Oaxaca
- Capulálpam de Méndez
- Huautla de Jiménez
- Mazunte
- San Pablo Villa de Mitla
- San Pedro y San Pablo Etla
- Teposcolula
Gulf Coast & Southeast Mexico
Campeche
- Candelaria
- Isla Aguada
- Palizada
Chiapas
- Chiapa de Corzo
- Comitán de Domínguez
- Copainalá
- Ocozocoautla de Espinosa
- Palenque
- San Cristóbal de las Casas
Puebla
- Atlixco
- Chignahuapan
- Cholula
- Cuetzalan
- Huauchinango
- Pahuatlán
- Tetela de Ocampo
- Tlatlauquitepec
- Xicotepec
- Zacatlán
Quintana Roo
- Bacalar
- Cozumel
- Isla Mujeres
- Tulum
San Luis Potosí
- Aquismón
- Real de Catorce
- Xilitla
Veracruz
- Coatepec
- Coscomatepec
- Orizaba
- Papantla
- Xico
- Zozocolco de Hidalgo
Yucatán Peninsula
Yucatán
- Izamal
- Maní
- Valladolid
