Colors, sounds, tastes and traditions-Jalisco is the most authentic soul of Mexico. From the Pacific coast to Guadalajara, from mariachis to tequila to Pueblos Mágicos and raicilla, an immersive journey into the region that more than any other embodies Mexican identity. Iolanda Maggio tells us about it.
An explosion of colors and sensations
Like a splash of color: fuchsia Like the fabrics of fluttering dresses, azure like the clear sky above the Puerto Vallarta sea, green like the agave leaves, brown like the land of the deserts, golden yellow like the ears of corn.
Shimmering like the silvers of necklaces, aromatic like the spices that rise to the nose enveloped in the smoke of hot, dark coffee, brilliant like the notes that chime merrily and vigorously from the instruments of mariachis with wide sombreros. Thunderous as the roar of rainforest waterfalls.
Proud and darting like the words of those who come from a place so rich in variety and tradition and carry in their souls a sense of belonging that is proud and eager to be shared. This is Jalisco, this is Mexico ..
Jalisco, cultural heart of Mexico
A state divided into eight regions, all profoundly different from each other. It is precisely this richness that emerged during the immersive presentation held some time ago at theEmbassy of Mexico in Rome. A warm and engaging reception, like the colors and flavors of this multi-hued country.
Mexico’s new ambassador to Italy, Genaro Lozano, along with Vanessa Pérez Lamas, Secretary of Tourism, presented the region of Jalisco. A name that may say little to many, but whose capital, Guadalajara, is certainly more familiar: a metropolis of six million inhabitants that, despite its size, keeps its identity alive and strong.
From the Pacific coast to the great traditions
Located in the western part of the country and overlooking the Pacific Ocean. With 384 kilometers of coastline, Jalisco is less well known than the Riviera Maya, but is considered the true cradle of Mexican culture. It is here that some of Mexico’s most iconic symbols originate. Mariachis, tequila, and charrería, the ancient equestrian art that is part of the country’s cultural heritage.
Tourism on the rise and big draw for Italy
“In 2023, the tourism sector in Mexico accounted for 8 percent of the national GDP, up 4.5 percent from the previous year.”, Vanessa Pérez Lamas explained. Over the past 18 months, more than 200,000 Italians have visited Mexico, despite the 17-hour flight time separating the two countries.
We, the country of “saints, poets and travelers,” have the desire for discovery in our DNA. Knowing new places and immersing ourselves in different cultures is part of us. And Jalisco represents a fascinating destination. Guadalajara also hosts major international events such as the Feria Internacional del Libro and the Film Festival, confirming it as the cultural capital of Mexico.
The variety of biodiversity, landscapes and territories is astonishing. Mountains and sea, lush forests and quaint villages, Pueblos Mágicos and a modern, dynamic capital. From glamping experiences surrounded by nature to luxury resorts of large international chains, via gourmet restaurants and authentic street food, the tourist offerings can satisfy every type of traveler.
Pueblos Mágicos, distilled spirits and identity
A trip to Jalisco is a discovery of the most authentic essence of Mexico. Thanks in part to its 12 magical cities, the Pueblos Mágicos. From the silver mines of Taxco to the distilleries of Tequila, the town that lies near the volcano of the same name and at the foot of the Río Grande canyon, from which the world-famous agave distillate takes its name.
Alongside tequila, Jalisco also cherishes the tradition of the Raicilla, a rarer and more prized mezcal. Often referred to as an “ancestral mezcal,” with a documented history of about 200 years. Produced from agaves between 8 and 12 years old and from only three varieties of plants, raicilla is now also joined by craft beers and even wine production in the innermost part of the region. Not surprisingly, the slogan is clear and direct: Jalisco es México.
Flavors that make you want to leave
As the story flowed pleasantly and I admired the images in the presentation, crispy tacos and stuffed tortillas arrived at the table.
a traditional Jalisco-style stew, the freshest tropical fruit, sugar-scented coffee, and cinnamon. In closing, the tasting of two different Raicillas from the company El Acabo by master distiller Fausto Romero. Winner of numerous international awards, including the Gold Medal at the CAVA Awards 2025 and the Platinum Award from Forbes’ World Top Mezcals.
And so, amidst the tales, images and flavors, the urge to pack my suitcase and fly to the intriguing region of Jalisco does not leave my mind.
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