ABSTRACT
In their quest to be a catalyst for local tourism in Mexico, Magical Towns compete with highly competitive national and international tourist destinations. It is vital to study and comprehend the competitiveness of these tourist locations in order to create solutions to face competition and affect economic development. This research work aims to determine the tourism competitiveness of the Magical Towns of Mexico from the resources inherited, created, and supported. The methodology used was the exploratory factor analysis. The extracted factors’ factorial scores were used to create a competitiveness index, and, finally, the result was translated into a scale of 0−100 to make it easier to read. Todos Santos (62.89) is the most competitive Magical Town, while Bustamante is the least competitive (11.53). Expanding cultural resources, tourism infrastructure, events, additional tourism services, 2and accessibility are some of the ways these locations can improve their competitiveness.
