MANAGING THE CULTURE OF FAITH: HERITAGE VALORIZATION AND TOURISM IN TOLUCA, MEXICO

Abstract

Religious heritage constitutes a strategic cluster of cultural assets whose profound symbolic meanings reflect the historical and contextual processes of local destinations. In Mexico, the convergence of tangible and intangible heritage in places of worship drives significant tourist flows and pilgrimages. However, the management and valuation of these resources frequently encounter tensions among stakeholders with competing interests. This study analyzes the religious assets of Toluca, Mexico, by identifying the aesthetic, economic, social, and symbolic values assigned by different groups within a tourism-heritage framework. Using a qualitative methodology based on in situ observation and ethnography, the research examines the dynamics of appropriation and management constraints. Results indicate axiological conflicts, a lack of inventorying, and underdeveloped management models regarding sacred architecture and festivities. The study concludes that religious tourism development can function as a strategic tool to enhance preservation and dissemination through collaborative governance involving government authorities, religious institutions, and the tourism industry.