Paisaje Agavero y antiguas instalaciones industriales del tequila: De la patrimonialización a la mercantilización

The territory inscribed as the Agave Landscape and Ancient Industrial Facilities of Tequila, in Jalisco, Mexico, has attracted significant tourist flows since it was added to the UNESCO World Heritage List in 2006 as an emblematic example of a cultural landscape. This paper aims to describe and analyse the process of its declaration as a World Heritage Site, as well as the process of commodification that has transformed the territory, questioning its beneficial impact on the region. The method followed was: delimitation of the research object; construction of the research outline; identification, analysis and recording of information sources; design of an outline for presenting the results; coding of worksheets and writing. It was concluded that inscription as a World Heritage Site accentuates its exceptional cultural value and its value as historical testimony, but its commodification negates its authenticity and sustainability. The promotion of strategies that value its heritage significance must be placed at the centre, provided they are sustainable and do not compromise its cultural essence or its natural integrity.