Chocolate museums in Mexico: Organizational management and their contribution to cultural tourism

Abstract

The first cacao crops in the world were developed in southeastern Mexico, where the Olmec culture pioneered its cultivation, processing, and consumption. The objective of this study is to analyze the role of chocolate museums in Mexico as organizations that contribute to strengthening cultural tourism. The research adopted a qualitative approach, with a descriptive and documentary design, based on a review of specialized literature, official documents, and institutional sources. This allowed for an understanding of how these museum spaces narrate the history of cacao, construct cultural narratives, and generate tourist experiences linked to the symbolic and gastronomic value of chocolate. Management models, educational proposals, and heritage preservation strategies implemented by museums in various regions of the country, including Tabasco, Oaxaca, Mexico City, and Yucatán, were also examined. The results demonstrate that chocolate museums operate as cultural actors that strengthen local and national identity, revitalize cultural tourism routes and products, and foster connections between producing communities, visitors, and organizations. Collectively, these institutions play a significant role in promoting cacao as part of Mexico's cultural heritage and in coordinating initiatives that integrate culture, education, and tourism, thus fostering sustainable development in the regions where they are located.