Boosting Tourism and Regulation in Tequila

Tequila, a charming town filled with traditions and culture, has managed to stand out not only for its famous product but also due to the efforts of individuals like Minerva Aguiar, a councilwoman who has significantly contributed to the region's tourism development and public management. In this interview, Minerva shares her journey and challenges as a councilwoman focused on tourism, culture, gender equality, and transparency.

Passion for Hospitality

Minerva began in tourism while pursuing a Bachelor's degree in Tourism in 2005. During her internships, she discovered her passion for directly serving the tourists visiting Tequila, which led her to specialize as a certified tourist guide in 2006. Since then, she has been involved in public and private projects, delving into politics and establishing a company dedicated to tourist transportation.

As a councilwoman, her primary role is legislative, regulating various activities in the municipality. Though this work can be challenging, especially given the pressure from sectors preferring less regulation, Minerva acknowledges the importance of setting rules to maintain a balance and preserve Tequila's tourist charm. This standardizes the service and professionalism of Tequila's tourism services.

Improving Tourist Regulation

One of Minerva's standout achievements has been regulating Airbnb 
operations in the municipality. After listening to concerns from hoteliers, efforts were made to implement rules encompassing all forms of accommodation, including short-stay homes or platform-based lodgings. Thanks to this initiative, Tequila became the only municipality in Mexico with a revenue law considering this accommodation type, setting clear rules for all industry participants and enhancing the visitors' experience.

The positive impact of regulation has extended to other areas, such as attention to street vendors. The municipality has a Tourism Advisory Board comprising representatives from various sectors, including artisans, hoteliers, tour guides, and restaurateurs. This board discusses and jointly addresses issues important to the tourist community. These collaborative sessions have been crucial in improving the quality of the tourist experience, ensuring the destination remains attractive.

Tequila's Tourism Growth

The work of Minerva and her team has fostered tourism growth in Tequila, with approximately 1,250,000 visitors annually. The region's economic and social impact is significant, with over 50 tourism companies, 36 hotels, and 20 restaurants in operation. Over 50 tourist guides have been certified, promoting job creation in the sector.

Sauza's Contribution to Tequila's Development

Minerva emphasizes the relationship between the community and Casa Sauza, an iconic company in Tequila. Casa Sauza's involvement in Tequila's development is significant, profoundly impacting the community. Since the company's inception, they have warmly embraced the town, forging a close relationship with its inhabitants.

Since Casa Sauza's foundation in 1873, it has been deeply committed to the tequila community. Their presence and contributions have been vital for the town's growth and prosperity. One area where Casa Sauza has positively impacted is the tequila industry, pioneering the production and marketing of this iconic Mexican beverage both nationally and internationally.

Besides its prominent role in the tequila industry, Casa Sauza has been recognized for its philanthropy, supporting various social and cultural projects in Tequila. Over the years, they have provided financial and logistical support to local artists, sponsored cultural events, and fostered art and creativity in the community.

The positive economic impact of Casa Sauza is often discussed, as they have created jobs and educational opportunities for many, enhancing the well-being of families in the Tequila region.

Moreover, the company has been dedicated to preserving Tequila's historical and cultural heritage, working with local authorities to promote and maintain traditions and festivities integral to the town's identity. Their support in hosting symbolic events like the National Tequila Day and the annual fair has been vital to keeping the region's culture and tourism alive.

In recent years, a close relationship between Casa Sauza and municipal authorities has led to joint projects for community benefit. This collaboration resulted in public works, training sessions, tourism promotions, and support during crises like the pandemic that affected the entire world. 

The bond between Casa Sauza and Tequila demonstrates how a company can drive a community's development beyond its commercial activity. Their social and cultural commitment has had a far-reaching impact. It has been pivotal for the well-being and growth of Tequila.

Tequila stands as a model for intelligent tourism regulation, much of which can be attributed to the efforts of Minerva and her team. Her vision for a prosperous and well-managed tourist destination has yielded tangible results benefiting the local community and visitors from all over Mexico and the world. With committed leaders like Minerva, the future of tourism in Tequila looks even brighter and more exciting.