The Jalisco Tourism Secretariat is raising a glass to a new era of tourism with the launch of the Los Altos Tequila Route. This new route is set to enhance tequila’s global standing as a symbol of Mexico’s rich heritage and will welcome visitors with open arms and a unique set of experiences.
The official unveiling, led by Tourism Secretary Michelle Fridman Hirsch, took place at Casa Sauza during the 27th Brussels World Spirits Competition. The event provided a strategic international platform to showcase the cultural and economic importance of tequila from the Los Altos region to 150 international judges from 42 countries.
A Tapestry of Experiences and Hospitality
Spanning eight municipalities – Acatic, Tepatitlán, San Ignacio Cerro Gordo, Arandas, Jesús María, Atotonilco El Alto, Ayotlán, and Tototlán – the new route is an invitation to explore the heart of tequila country. Fridman Hirsch highlighted that 16 tequila houses have already committed to creating a dynamic tourism product with significant long-term growth potential.
The Los Altos region, often referred to as the “Tequila Triangle” (Arandas, Tepatitlán, and Atotonilco), offers a distinct experience. Visitors can immerse themselves in 75 unique tourism products and experiences, with an infrastructure ready to accommodate them.
The route boasts 1,691 hotel rooms – ranging from traditional haciendas to modern boutique and executive hotels – and 533 food and beverage establishments. The culinary offerings are just as diverse as the spirits, featuring local restaurants, bars, and traditional street food, complemented by local cheese and vegetable producers.
Innovating for the Future
Jalisco’s vision for the Los Altos Tequila Route extends beyond traditional tours. The state, in partnership with local tequila houses, is developing new and exciting experiences in anticipation of the 2026 World Cup, an event projected to draw nearly three million visitors.
Among the innovative new proposals are:
• Mundo de Don Julio, a center with a museum, restaurant, and interactive experiences.
• El Tesoro de los Altos, a Campo Azul initiative with cabins, ATV tours, and tastings.
• Farm to Table by San Matías, combining local agriculture with tequila pairings.
• Casa Loy’s pairing program, showcasing traditional cuisine alongside tequila.
• Blue Class Tequila Museum and Los González Reserve, offering interpretive exhibits and equestrian activities among agave fields.
These new attractions are part of a broader tourism strategy in Jalisco, which is developing five beverage-related routes. In addition to the long-standing Tequila Route, the state is strengthening the Raicilla Route and creating two new wine routes in the Los Altos region.
This new route is a testament to Jalisco’s commitment to sharing its rich culture and hospitality with the world, offering a blend of tradition, sustainability, and adventure for every visitor.
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