Pueblos Magicos

A magical site often has naturally-occurring geological features. . . .

Loreto has its islands in the sea and its oases in the desert.  It is where the mountains come to swim in the sea. Blue whales, mantas, and sea turtles help make it the "world’s aquarium” (Jacques Cousteau).  And, as such, its waters are part of a globally recognized United Nations World Heritage Site.

Other magical sites are identified by a variety of human-made ceremonial structures that have stood the test of time and change.  In Loreto, two 17th century mission churches — San Francisco Javier de Viaggé Biaudó and Nuestra Señora de Loreto Conchó — highlight the region’s rich spiritual history.  

The Programa Pueblos Mágicos is an initiative led by Mexico's Secretariat of Tourism to recognize towns around the country that offer visitors a "magical" experience because of their natural beauty, cultural riches, and/or historical relevance.   Even in the context of marketing, these towns do share that idea of underlying power of place.

Certainly, people experience that power when they visit.  Some call it a healing, magnetic, or special energy.  Why did the Spanish succeed here?  Why are the olive trees planted by the Jesuits hundreds of years ago still producing? 

Why is Loreto the mother of all missions in the Californias?  Why do writers and artists find inspiration here? Why do those who are tired or ill find rejuvenation here?

Our answer is simply to agree that Loreto is a “Pueblo Magico.”