SECRETARIA DE TURISMO

What SECRETARIA DE TURISMO does

The Secretaría de Turismo del Estado de Morelos is a state government department within the Gobierno del Estado de Morelos, Mexico, constitutionally responsible for promoting sustainable tourism development in the state. Headquartered in Cuernavaca with 34 employees, the entity is led by Secretary Daniel Altafi Valladares under the administration of Governor Margarita González Saravia, and operates under the mandate codified in the Plan Estatal de Desarrollo 2025-2030. Its mission is to strengthen the local economy through tourism promotion that respects the natural and cultural environment of Morelos.

The Secretariat's product surface consists of four interconnected offerings: (1) Descubre Morelos (visitmorelos.mx), the official destination discovery portal; (2) the Observatorio Turístico Sostenible, which publishes the Anuario Estadístico 2025 and provides centralized tourism market intelligence using digital platforms and geospatial tools; (3) Rutas Turísticas, including the Rutas Ex-Conventos route spanning Cuernavaca, Tepoztlán, Oaxtepec, Totolapan, and Tlayacapan; and (4) Esencia de Morelos, an informational resource defining the destination's identity under the "La tierra que nos une" positioning. Field reconnaissance uses drones, georradars, and specialized cameras for route planning across rural, urban, forest, river, and undeveloped terrain.

As a government body, the Secretariat does not generate commercial revenue; its operations are funded by state budget allocation, and it serves a dual constituency of domestic and international visitors and Morelense residents. Its go-to-market is event-driven, executed through multi-channel marketing campaigns and pursued via strategic alliances with private-sector and international organizations, including a recently signed collaboration with the Universidad Politécnica del Estado de Morelos (Upemor) via the Coordinacion General de Movilidad y Transporte. No commercial pricing model applies; instead, value is measured in destination awareness, visitor arrivals, and broader economic impact on the state.

Name

SECRETARIA DE TURISMO

Legal name

Secretaría de Turismo del Estado de Morelos

Website

https://turismo.morelos.gob.mx

Company type

Public

Operating status

Operating

Headcount range

11–50 employees

Short description

The Secretaría de Turismo del Estado de Morelos is a state government department that promotes sustainable tourism for the Mexican state of Morelos, operating the visitmorelos.mx portal, the Observatorio Turístico Sostenible, and tourist route programs to attract domestic and international visitors and strengthen the local economy.

Ownership category

akta.pro rank

Product category

Government Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cultural/Heritage Multi-Day Tour Operators (THAKADAF)

akta.pro secondary industries

Tourism Trade & Services Exports Development (BPADAMAO), Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting) (THAAANAN)

Keywords

• Government tourism promotion
• Sustainable tourism development
• Destination marketing services
• Tourism route planning
• Tourism statistical observatory

Headquarters

HQ city

Cuernavaca

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Government Tourism Promotion Services: As a government entity, the Secretariat generates value through promoting tourism to strengthen the local economy, increasing visitor experiences and generating economic impact for the state of Morelos without direct revenue generation.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

The Secretaría de Turismo del Estado de Morelos is a state government department that promotes sustainable tourism development in the State of Morelos, Mexico. It designs and executes multi-channel marketing campaigns, manages tourism route programs (such as the Rutas Ex-Conventos), runs the Observatorio Turístico Sostenible for tourism intelligence, and professionalizes tourism services to strengthen the local economy and create memorable visitor experiences across historical, natural, and gastronomic offerings.

Product overview

The Secretaría de Turismo del Estado de Morelos is a government department operating as a single unified offering — a tourism promotion and services division under the Government of Morelos. Its portfolio centers on promoting sustainable tourism development, managing multichannel marketing campaigns, and professionalizing tourism services across the state. The department's products include the official tourism portal (Descubre Morelos / visitmorelos.mx), the Sustainable Tourism Observatory (Observatorio Turístico Sostenible / Anuario Estadístico 2025), tourist route programs (Rutas Turísticas including the Rutas Ex-Conventos), and the Esencia de Morelos information resource. These offerings are interconnected under the department's strategic objectives: unifying and strengthening Morelos's tourism offer, executing integral marketing campaigns, increasing sector competitiveness, and fostering memorable visitor experiences to drive destination loyalty.

Differentiator

Problem solved

Functional benefit

Products and services

• Secretaría de Turismo - Tourism Promotion Services Government department responsible for promoting sustainable tourism development in Morelos, implementing multichannel marketing campaigns, professionalizing tourism services, and creating memorable visitor experiences to strengthen the local economy.
• Observatorio Turístico Sostenible (Sustainable Tourist Observatory) Sustainable Tourism Observatory providing statistical data and tourism intelligence for Morelos, including the Anuario Estadístico 2025 (Statistical Yearbook). It supports market intelligence and decision-making for the state's tourism strategy.
• Rutas Turísticas (Tourist Routes) Tourist route program featuring historical religious sites including the Rutas Ex-Conventos (Route of Former Convents) covering the Cathedral and Former Convent of the Asunción in Cuernavaca, Tepoztlán, Oaxtepec, Totolapan, and Tlayacapan.
• Descubre Morelos (Discover Morelos) Official tourism discovery portal for Morelos managed in conjunction with the Tourism Secretariat, promoting travel experiences and investment opportunities in the state.
• Esencia de Morelos (Essence of Morelos) Information resource providing details on the essence and identity of Morelos as a tourism destination, accessible through the tourism secretariat's information channels.

Named customers2 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Universidad Politécnica del Estado de Morelos (Upemor)coreStrategic or Co-development Partner · 30 April 2026Convenio de colaboración between CGMyT and Upemor for technical assessment and certification of antique/classic vehicles. The alliance strengthens road safety, technical certainty, and preservation of automotive heritage in Morelos. First time in the state that vehicle assessments are emitted through an honorable institution with technical backing and full legal certainty. Opens possibilities for future joint actions in training, certification, innovation, and technological development.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Tourism Australia: Australian government tourism agency, internationally recognized for data-led marketing campaigns (e.g., 'There's Nothing Like Australia'). Comparable as a government-backed destination marketing organization with sophisticated segmentation and analytics.
• Visit California: Large-scale state destination marketing organization for California, the international benchmark for US-style state tourism boards. Comparable in mandate (destination promotion) and structured data-driven marketing via Visit California Insights.
• Secretaría de Turismo Federal (SECTUR): Mexico's federal tourism ministry, the hierarchical superior of the Morelos Secretariat. Sets national tourism policy, allocates federal promotion budgets, and coordinates with state tourism bodies—directly comparable as a public-sector tourism promotion agency in the same jurisdiction.
• VisitBritain: UK national tourism agency promoting Britain internationally. Comparable as a heritage-anchored, government-funded tourism promotion body operating digital portals and market intelligence services.
• NYC & Company: Official destination marketing organization for New York City, an analog of a city/state-level tourism promotion entity running multi-channel campaigns, visitor information portals and statistical reporting.
• Brand USA: National-level destination marketing organization for the United States. Comparable as a public-affiliated tourism promotion entity driving international inbound demand at scale.
• Visit Dubai (Dubai Department of Tourism and Commerce Marketing): Government-affiliated destination marketing organization for Dubai, a globally recognized benchmark for state-funded tourism promotion at scale with a diversified (historical, natural, gastronomic, luxury) portfolio similar to Morelos.

Direct peers

• Secretaría de Turismo de Oaxaca: Oaxaca's state tourism secretariat, another Mexican state agency promoting cultural, gastronomic and natural tourism. Most direct Mexican peer to Morelos given similar heritage/culinary-driven positioning and federal-state structural alignment.
• Secretaría de Turismo de Yucatán: Yucatán's state tourism secretariat, which promotes heritage sites (Mérida, Chichén Itzá, cenotes, haciendas). Direct peer in heritage/culinary tourism marketing and route curation within Mexico.
• Fideicomiso de Promoción Turística de Quintana Roo: State-level tourism promotion trust for Quintana Roo (Cancún/Riviera Maya), the largest tourism state in Mexico. Operates the same destination-marketing mandate as Morelos' Secretariat but at materially larger scale; a useful scale and strategy benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/secretaria-de-turismo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SECRETARIA DE TURISMO