"When people first came to Tequila, they would connect our town with the drink, and many who were merely passing by, decided to stay longer and see what our town had to offer. This curiosity from the visitor's perspective created a new culture dedicated to tourism. With this demand came an important program called Noches Tapatías, where the drink became associated with folk art and music. Thanks to this program, a radio station is created and they begin to invite singers and artists from the great age of the Mexican Cinema...and the profile of Tequila begins to transform."'
"Warm, welcoming people; this is what makes Tequila such a beautiful place. This is a town full of cultural traditions that allow people to relive our long, intricate history. Every evening at nine, we have a town blessing and in November and December we celebrate the National Tequila Fair with processions of our Virgin de Guadalupe. We have the beverage, the charrería, and the mariachi. Visiting Tequila is visiting the heart and soul of Mexico. The agaves, our identity with the volcano, it all tells a story."
- Alicia Rodriguez, creator of the National Museum of Tequila
"We have many typical Mexican traditions, but also unique traditions as well. At nine in the evening the holiest is taken out and all of the church bells ring. Even during the Tequila Fair, the entire street turns silent to honor the passage of his holiest. This is something so unique that is still lived here, and no one lives it quite like Tequila. In Tequila we live with a fervor and with a passion that cannot be imagined."
- Hugo Sánchez, Casa de Cuervo Mixologist
"Coming to Tequila is more than just the Tequila. The magic of Tequila is its people; we are very warm and welcoming. Tequila is an iconic town in Mexico. We have the three things that identify Mexico globally: Tequila, charreria, and the mariachi. Getting to know Tequila is getting to know Mexico."
-Minerva Aguiar, Tourist Guide and Tourism Planning