Archaeological Attractions Marketing: Some Current Thoughts on Heritage Tourism in Mexico

Tourism activity in general, with the heritage tourism sector in particular, represented the second inflow of foreign currency to Mexico in 2019 (pre-pandemic), with more than USD 24 million. According to local polls, the main purpose of travel is leisure. However, more than half of tourists (local and foreigner) who visit Mexico enjoy/visit an archaeological site, a museum, and/or a local community. The latter illustrates that the heritage tourism sector is a vital axis within the national and local economy, as well as to promote its research, conservation, and diffusion. Researchers claim that it can also be an important component for the cultural revitalization of communities. However, how well does a community benefit from the tourist activity of any particular heritage/archaeological site? Can they feel any connection with it if only a handful of community members benefit from it? Using the Cancun example, we will talk about the concept of “heritage tourism”, not only for its economic value but also for its potential for social/cultural assessments for local heritage. Secondly, we talk about how archaeology is performed and how pre-Hispanic sites play along as a tourist attraction, particularly from the Mexican perspective.