Tourism and Hospitality Management, Vol. 20, No. 1, pp. 137-149, 2014 G. Millán Vázquez de la Torre, J. Caridad y Ocerín, J. M. Arjona Fuentes, L. Amador Hidalgo: TEQUILA… 137 TEQUILA TOURISM AS A FACTOR OF DEVELOPMENT: A STRATEGIC VISION IN MEXICO Genoveva Millán Vázquez de la Torre José Caridad y Ocerín Juan Manuel Arjona Fuentes Luis Amador Hidalgo Review Received 1 November 2013 Revised 27 November 2013 13 December 2013 Abstract Purpose – The main objective of the paper is to establish that Tequila Tourism can be a tool in the economic development of the Jalisco region, linking the product, tequila, the agave landscape, and the fact that the tourist route can be a sign of identity for this tourist market. Design – The need to achieve sustainable rural development, taking into account respect for the environment, along with the creation of wealth and jobs, is would involve both public administrations and companies through the promotion of complementary activities in this rural region; thus, this paper advocates the consolidation of the Tequila Route. Methodology – The proposed methodology develops a theoretical contextualization of the subject of this study –Tequila Tourism – using a Delphi approach with a panel of experts, leading to a SWOT analysis. Approach – This study has been developed using the interpretative approach Expert opinion has shed light on the strengths and weaknesses of the Tequila Route as endogenous factors for progress in these rural areas. Finding – This research has established that the enhancement of tequila as a product shows great potential for the development of new tourism practices such as gastronomic tourism. Originality of research – The originality is found in the analysis of the economic potential of introducing Tequila tourism routes in the region of Jalisco, Mexico and providing guidance and ideas for further improvements and research into this important sector of tourism. Keywords Tequila, Cultural Heritage, Rural Development, Agave Landscape INTRODUCTION Globalization produces similar tastes and trends worldwide; it also affects tourism. Recently new destinations have been emerging as complementary pathways that generate wealth and new jobs. Thus, along with classic cultural or rural destinations, new ones are emerging and presenting innovative products that respond to the demand in certain segments of the population. These occurrences lead to the creation of tourist routes, including those of wine and tequila (mezcal wine). Thus, tequila and tourism (together with local cuisine) appear in perfect symbiosis to allow visitors to enjoy a distinctive tourism product, promoting the economic development of tequila-producing regions, both through sales of their products in the wineries themselves and as a source of new business opportunities. Thus, studies on the topic of tequila tourism (Gonzalez 2008, 327; Cabrales and Gonzalez 2009, 399) suggest and promote the idea that food and tequila could be the main reason for traveling to this particular region, and not necessarily merely a secondary trip activity. These products become an instrument for