Belinda, the tourist ambassador that no one asked for but everyone comments on
In a turn of events that no one saw coming (or maybe everyone, because, let’s be honest, what celebrity doesn’t have an endorsement contract today?), the singer and actress Belinda decided to temporarily change the stage for the paths of a Magical Town. Their mission: to convince us that Zacatlán, Puebla is the destination that we didn’t know we needed in our souls. The video, published by the official account @visit_puebla, is a gem of contemporary tourism promotion, where the landscape shares the spotlight with carefully studied close-ups of the artist. Because, clearly, what we need to value centuries-old architecture and craftsmanship is the filter of a pop star.
A guided tour through the eyes of Beli
In the audiovisual material, Belinda not only visits places; he feels them. Or at least that’s what his voice-over, full of a solemnity normally reserved for nature documentaries, wants us to believe. We see her wander around the municipal kiosk, probably thinking about her next song, and venture out on a rally through the mountains, an activity that undoubtedly reflects the average tourist experience of the common visitor. The climax of this visual epic comes with the observation of the manufacture of handmade watches. One can almost hear the watchmaker’s thoughts: “Yes, I’ve been doing this for 50 years, but please keep filming me as I look at this gear with the same intensity.”
The star phrase, “There are places that you visit and others that you feel. Zacatlán is one of those that stays in your soul”, raises profound philosophical questions. Was Zacatlán only visited in a cold and distant manner before this announcement? Does Belinda’s intervention now give it the ability to nest itself in our being? The campaign, without a doubt, is a masterclass in how to emotionally link a destination with… well, with the face of a famous person.
The verdict of the networks: digital love or disdain?
As expected in the Roman circus of social networks, Internet users did not disappoint. Reactions were divided between absolute devotion and the most biting skepticism. On the one hand, an army of followers declared that their vacation plans were instantly reconfigured by the “Beli” decree. Comments like “Where Beli is there will always be success” or the promise to go on a pilgrimage to take photos in every place the artist visited, demonstrated the power of influence in its purest form. Who needs travel guides when you have the princess of Latin pop pointing out a kiosk?
On the other hand, although the original text does not mention it explicitly, we can comically speculate that critical voices also emerged. Surely some people asked if public tourism funds could not have been invested in, I don’t know, improving the infrastructure of the place or promoting local artisans without the need for a celebrity intermediary. Others may have questioned the authenticity of the experience: did Belinda really go on that rally without a makeup team by her side? The debate, in essence, sums up our era: public perception and marketing are now as important as the product itself. Zacatlán could be paradise on earth, but first you need someone with millions of followers to validate it for you.
In the end, this promotion campaign achieved what everyone longs for: to talk about the destination. Even if part of the conversation is about the person promoting it. It’s a reminder that in the digital world, any publicity is good publicity, as long as your name is in the trending topics. Zacatlán, for its part, is still there, with its clocks, its kiosk and its mountains, probably indifferent to the human drama that unfolds in its name on social platforms.
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