In five years, La Ruta del Tequila shot tourism and the economy in the Agave Landscape Tequila Trail is five years old and wants to serve two purposes: to establish itself as a civil partnership self-financed through contributions from employers and create your call center and Internet to deliver services directly to tourist accommodation, food and transportation.
To date, the tourist route has attracted more than 600 000 visitors, most national and generated an economic 230 million pesos. One of its strengths is the social benefit generated for the five municipalities involved from the start: Amatitán, El Arenal, Tequila, Teuchitlán and Magdalena.
Improved road infrastructure
The work of the Tequila Trail has received support from federal, state and municipal levels. The Department of Urban Development, Culture, Communications and Transportation and Economic Development has improved the roads and highways in the area.
"The Ministry of Culture of Jalisco signaled the historic centers of the municipalities and put sheets on the monuments, the Communication and Transport signposted roads, improved roads and access. Today we are extending the four lane road from Guadalajara to Amatitán free, where 17 000 vehicles pass daily. We need to municipalities to help us with cleaning the roads. That's where we need support to maintain the good image, "said Martha
Decrease by 10 percent on international tourism
Until 2005, a year before the creation Route of Tequila, Jalisco Tourism Secretariat (Setujal) had recorded 150 000 visitors per year in the five municipalities that make up the Ruta del Tequila, Tequila being Teuchitlán and those receiving more visitors. At the end of 2010 were 600 000 visitors per year, ie an increase of 405 percent over 2005.
These tourists have generated an economic benefit of 230 million pesos, which is provided by the same employers in the region through the forms you must complete each week.
According Venegas works to attract international tourism, which so far is only 30 percent of total tourists. "Today we are nationally in a difficult stage in the direction of the image the world has of Mexico because we see it as an unsafe country. People he fears, until they come and find that they can walk without problems. But there has been few people who has found. This represented a decline of our international tourism by 10 percent. Today we received more domestic tourism. We'll give her time to international tourists and exploit local tourism. I tell entrepreneurs not despair because international tourism is coming. We have to look at the eight million people in the metropolitan area of \u200b\u200bGuadalajara; if only 10 percent goes to the route, we are winning. We are strongly promoting the local level. "
At five years, the IDB's financial support and therefore just Venegas emphasized the importance of developing into a civil partnership self-sufficient.
"We will work with minimal contributions from employers because we want to continue maintaining quality. We take one to three years to really be sustainable. We started with five municipalities are now eight, add San Juanito de Escobedo, Etzatlán y Ahualulco del Mercado”.
Adelantó que en breve iniciará el diseño del centro de atención telefónica e Internet. “Hoy vendemos los servicios a través de agencias de viaje, pero queremos que el turista pueda ingresar a nuestro sitio y hacer sus reservaciones y pagar con su tarjeta de crédito”.
PARA SABER
La Ruta del Tequila nació el 27 de abril de 2006 como una idea de Juan Beckman, dueño de Tequila Cuervo, quien tuvo la inquietud de replicar en Jalisco la exitosa experiencia de la Ruta del Vino de Spain. The aim was to increase the competitiveness of tourism businesses and related industries in the towns of El Arenal, Amatitán, Tequila, Magdalena and Teuchitlán, combined with the tequila boom, linked to economic and cultural development in the region, also recognized by the Agave Landscape and old industrial sites, declared a World Heritage Site, the volcano of Tequila, the archaeological site of Los Guachimontones, opal mining, food and craft workshops.
"To realize the Tequila Trail was played at the gates of the Inter-American Development Bank (IDB), which has the Multilateral Fund Investment Fund (MIF) to provide non-repayable financial support for regional growth. The MIF, an analysis of the region and decided to make a million and half dollars and the same amount came from the Foundation Cuervo. Between the two institutions sought the Tequila Regulatory Council (CRT) as an administrator because it is a nonprofit organization, which has at its disposal the agave-tequila production chain, with a great reputation, "said Martha Venegas, general coordinator of the Route Tequila.
When you start the project, put together a business plan to identify cultural and natural attractions of the region and inventory of tourism businesses because there was a wide range of tourist servants, working in isolated and unfair competition prevailed from municipality to municipality.
"People were hungry for advice and training. So we integrate 300 micro and medium enterprises in the five boroughs. We help to improve hygiene practices, quality, presentation, adjustments in their establishments, business management, promotion of culture. Five years later we can see that the kitchens are perfect, the staff wears uniforms, refrigerators are inventoried, promotes environmental conservation through the use of saving light bulbs and classification of trash, "said Venegas.
investment of private initiative has grown "impressive" and reaching 163 million pesos, which are reflected in the construction of new hotels, extensions and adaptations of facilities, replacement of furniture. "They went up to a major tourist destination."
Although tequila employers took them a long while to adjust as service providers, today is increasingly common travel agave plantations, see jima, try the freshly distilled tequila. Have upgraded their facilities to have their areas of tastings.
The five years have served to be promoting a culture of not only the cultural and natural attractions of the region but also in quality, which opens the door to project to the world.
"We have delivered so far 152 distinctive Double T, which means Tequila Resort and is a high temperature plate manufactured by Paco Padilla, which is built outside the establishment, which gives the service provider meets quality standards. If you can not continue the practice runs the risk that you remove the badge, which means no support for training and promotion. Who has the badge he was promoted on the website, they sell their packages and generate an economic benefit. "
Tequila Trail has created a social benefit to the region through an awareness-raising, which included the publication of the book The Tequila Trail in the Agave Landscape involving children and a newsletter.
"It has improved the quality of life of the population. We have 79 artisans who were given training to innovate their products. Today, the lady who makes rag doll is not only a craft but a provider of tequila factory or hotel where they sell. "
Source: http://www.lajornadajalisco.com.mx/2011/05/02/index.php?section=cultura&article=008n1cul
PHOTO: http: / / www.rutadeltequila.org.mx/
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