SANTIAGO, MEXICO — “Es un Pueblo Magico,” our cousin said with pride as we rolled out of bustling Monterrey, the capital of the northeastern state of Nuevo Leon, Mexico, and the country’s second most populous city. Alejandro was eager to show us the “Magical Town” of Santiago, a 45 minute drive away where a slower pace connected us with nature and took us back in time.
At the foot of the massive Sierra Madre Oriental mountain range, Santiago is the gateway to the state’s most treasured natural landmark, 27-metre-high Cascada Cola de Caballo, Spanish for Horsetail Waterfall.
It’s nestled inside the state park of the same name that is within the Cumbres National Park.
The utter tranquility here was a dramatic change from the buzz, traffic and concrete of the industrial metropolis next door. We meandered through the forested canyon of streams, oaks and pines until we came face-to-face with rushing water spewing from a narrow mouth high above then fanning over a rock wall forming a horse’s tail.

Above: Food is a big part of the Mexican culture and the smaller towns offers the best cuisine.

To fully embrace the romance, other visitors hired a horse-drawn carriage just yards from the falls. Horse rentals were also offered for those keen to take in the tranquility on horseback.
We returned to Santiago and topped off our day trip with a glorious lunch of regional dishes in the colonial ambience of the main square, Plaza Ocampo. Surrounded by colourful restaurants, shops and the historic 18th century Santiago Apostle Parish Church.
The intimate landscaped space with scattered benches was an invitation for passersby to relax in the outdoors.
Santiago was my introduction to Mexico’s Pueblos Magicos Program launched in 2001 by Mexico’s Secretariat of Tourism. That year, the country’s first designations were awarded to La Huasca de Ocampo in Hidalgo and Real de Catorce in San Luis Potosi.
The program shines a spotlight on rural towns and villages — located within easy commute of major cities — that have preserved the original charms of old Mexico:  incomparable landscapes, architecture (many in the Baroque-style), romantic streets, traditional cuisine, indigenous arts and crafts, legends and historical importance that have contributed to shaping Mexico’s identity.
It’s prestigious to be a Magical Town. Some call it Mexico’s version of UNESCO’s famed World Heritage Site designations.

Above: Natural wonders and local heroes are revered in Mexico's smaller towns.

Santiago is one of 132 “Magical Towns" around the country that stretch from Baja California to the Yucatan Peninsula, including 11 new designations added in 2020 — Ajijic (Jalisco); Isla Aguada (Compeche); Mexaltitan (Nayarit); Paracho de Verduzco (Michoacan); Mani and Sisal (Yucatan); Juquila (Oaxaca); Santa Maria del Rio (San Luis Potosi); Tetela de Ocampo (Puebla); Tonatico (State of Mexico); and Zempoala (Hidalgo).
And not knowing they were “Magical Towns” at the time, my recent visits to Tequila and Tlaquepaque — both in the state of Jalisco and close to the state capital of Guadalajara — left me captivated by that wondrous sense of magic we all seek as travellers. Like the ancient legend about how tequila (the spirit) was discovered in the blue agave fields that flourish in the volcanic ash at the foot of Tequila Volcano.
And Tlaquepaque, the famous arts and pottery town and home to the family-owned candy-making factory, Nuestros Dulces (Our Sweets) where traditional candies from the various regions of Mexico are lovingly made. Tequila and Tlaquepaque attained Pueblo Magico status in 2003 and 2018, respectively.

Above: The traditions of Mexico are showcased in the small-town shops.

In a Zoom call with Teresa Price, a long-time Californian originally from Indiana (and Spanish-speaker) who has visited Mexico frequently over the decades, including the largest book fair in the Americas (Feria Internacional del Libro Guadalajara or Guadalajara International Book Fair), I mentioned the Pueblos Magicos program, but she had not heard of it.
“When I first went to Tlaquepaque around 1974,” she said, “… it was a village to visit outside of Guadalajara and seemed so remote. Now it seems as if it’s part of Guadalajara and the city sprawl.”
Indeed, with the capital city’s expansion as the “Mexican Silicon Valley,” Tlaquepaque has become a part of greater Guadalajara yet maintains its autonomy as a Magical Town.
After reviewing the long list of Pueblos Magicos on its website, Teresa saw that she has visited eight. “They were special villages,” she recalled.
But achieving “Magical Town” status is just the beginning.
To retain the designation, the towns’ original characteristics must be maintained according to a list of criteria, which also includes tourism skills training for locals who earn their living helping to create an enchanting experience for visitors.

Above: A taste of Mexico's favourite brew never tasted better than in a small town bar.

In 2019, the Pueblos Magicos Program expanded this successful effort that also benefits the economies of smaller towns: The Ministry of Tourism continues the selection process and marketing of the national program while states oversee the allocation of government resources to ensure their Magical Towns keep their uniqueness, in addition to quality infrastructure, transportation, security, lodging, and other services.
The Pueblos Magicos program brilliantly leads domestic and international travellers beyond the country’s famous beaches and urban centres to towns off the beaten path that invite the world to connect with the richness of Mexico’s roots.

JUST THE FACTS

• For more information on Mexico’s Magical Towns, go to:
https://www.visitmexico.com/en/types-of-tourism-in-mexico/pueblos-magicos-magical-towns

• To plan a trip around Magical Towns, click the link for a list and map identifying the towns: https://en.mexico.pueblosamerica.com/l/magicos