Entre tradición y globalización: el día de muertos como ícono cultural que impulsa el turismo en méxico

Abstract

The Day of the Dead is one of Mexico’s most emblematic celebrations, blending pre-Hispanic and Catholic traditions that symbolize the country’s cultural identity. Recognized as an Intangible Cultural Heritage of Humanity by UNESCO in 2008, its growing international presence has attracted tourists worldwide. This study analyzed how the Mexican people celebrate the Day of the Dead to understand its cultural impact on local and international tourism. Employing a descriptive-narrative qualitative approach, the research combined in-person interviews in León and Guanajuato with secondary sources such as academic journals and social media. Findings reveal that the tradition merges indigenous and Catholic elements, creating a unique ritual that honors the deceased and strengthens Mexican identity. Locals perceive it as a spiritual and commemorative event, while tourists view it as a vibrant cultural experience. Additionally, international marketing has amplified its global recognition through cinema and social media, turning it into both a cultural phenomenon and a commercial enterprise. The study concludes that while the celebration boosts Mexico’s economy and global identity, it faces the challenge of preserving its authenticity amid increasing commercialization and globalization.