The State of Queretaro in central Mexico is a major producer of cheese and wine, whose production is associated with the legacy of Spanish colonization. It is an agro-industrial complex and tourism destination, located an hour and a half from Mexico City, the fourth largest megacity in the world. Taking advantage of the location, wineries and the local Ministry of Tourism developed the Wine and Cheese Route, which because of its originality is shown as an effective tool for local marketing. Wineries that make up the route are heterogeneous, ranging from multinational companies to small sized family businesses. All wineries contribute to the creation of a bucolic imaginary about the territory, which attracts thousands of visitors. The main beneficiaries of tourism are the largest producers of wine, which are better able to offer leisure services.