Within the framework of the Plan Michoacán for Peace and Justice, the Government of Mexico and the Government of Michoacán presented “Tata Pancho,” the first tourism artificial intelligence tool designed in the country to assist visitors in the personalized planning of their trip to the state.
The announcement was made by Minister of Tourism Josefina Rodríguez Zamora and the Director of Tourism of Michoacán Roberto Monroy García, who emphasized that this innovation will mark a new chapter in the digital promotion of the state.
Rodríguez Zamora noted that the AI tool, created by Michoacán talent and validated by the Ministry of Tourism (Sectur), represents a strategic advance to bring travelers closer to the state’s natural, cultural, and culinary attractions. “Tata Pancho is going to travel the world. It is an innovative, user-friendly, and heartwarming tool,” she said.
The platform is now available free of charge at https://visitmichoacan.com.mx/ and allows users to build itineraries based on official information: routes, travel times, maps, personalized experiences, and cost estimates. Its design aims for users to organize their trip easily, reliably, and fully tailored to their interests.
The system also integrates the complete catalog of 1,234 tourism service providers registered in the National Tourism Registry, including hotels, restaurants, tour operators, and activities across all regions of the state.
Through a conversational format, travelers can ask open questions about destinations, festivities, gastronomy, transportation, or budgets. The AI responds with verified recommendations and practical tools to plan routes through towns, cities, natural areas, or community-based experiences.
Rodríguez Zamora noted that this launch comes at a key moment. Michoacán is currently in the Monarch Butterfly season, one of its greatest natural attractions, and is advancing in the tourism strategy of Plan Michoacán, which includes four main pillars.
These pillars are destination promotion, the attraction of international events toward 2026, the strengthening of community projects, and the construction of new tourism infrastructure that will allow for the consolidation of innovative products.
The official recalled that these actions are part of a broader digital transformation strategy promoted by the federal government. Examples include the technological tools recently presented at Punto México and a third innovation to be announced at Fitur 2026 in Madrid under the campaign “Michoacán, the soul of Mexico.”
Monroy García noted that “Tata Pancho” reflects the creative potential of the local talent and the vision of a more humanized and accessible tourism. The tool, he said, not only modernizes the way people travel but also connects the world with the cultural essence of Michoacán.
“Michoacán is a destination that lives in its people, in its communities, and in its traditions. This tool not only digitalizes but humanizes the way we travel, bringing the world closer to an extraordinary state. Congratulations and long live Michoacán,” Rodríguez Zamora concluded.
Related: Winter in Michoacán: Monarch Butterflies, Christmas Traditions, and a Perfect Gateway in Morelia
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