INSIGHTS

By: Federico de Arteaga.

Being able to achieve sustainable development implies comprehensiveness. Among them, having a long-term vision, having sustainability (economic, social and environmental) as a master strategy, having smart management and, above all, being able to give evidence of it. In the case of Grupo JB – Mundo Cuervo in Tequila, Jalisco (Mexico), this can be evidenced as follows:

1. It has a long-term vision for the year 2040.

2. It is the First Magical Town in Mexico in the process of being certified as an Intelligent Tourist Destination by the Spanish Tourism Secretariat SEGITTUR, in Sustainable Tourism by Biosphere and in security by the Institute for Spanish Tourist Quality (ICTE).

3. It is the most recognized brand in Mexico and one of the best known in the world.

4. It is the headquarters of the oldest distillery in the world: La Rojeña de José Cuervo.

5. It is the heart of the Tequila Route.

6. It is framed in a designation of origin, and the agave landscape is a UNESCO World Cultural Heritage Site.

7. It is a Magic Town highlighted by the Ministry of Tourism of Mexico.

8. It has gone from being an industrial town to a smart tourist destination in just 12 years.

9. It is the essence of Mexicanness (charro, mariachi and tequila).

The Model has the following components:

• Community

• Sustainability: economic, social and environmental

• Authenticity and culture

• Smart destination

Shocking results have been achieved at the destination in the last 10 years.

1. Growth of the Economically Active Population (employment) by 23%.

2. Decrease in poverty by 27%.

3. Positive migration and population increase by 10%.

4. Increase in the number of tourists by 180%.

5. Increase of the tourist economic units in a 33%.

6. Investments in tourist infrastructure by 400%.