On Friday, December 1 Ajijic might have celebrated its second birthday as a Pueblo Mágico.

But the occasion passed by with not so much as a wink or nod by the local populace. And what after all did they have to celebrate?

Ask the average town folk what they have gained from the purportedly prestigious magic town designation and most will likely shake their heads in dismay. Business operators, with the possible exception of restaurateurs, have experienced virtually no uptick in profits. Some remark that they receive no official help in promoting their enterprises. “It’s like we aren’t invited to the party,” lamented the owner of a small café who has been in business since 2015.

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