Cristo-Rey Sanctuary in Cerro de las Noas: Marketing Plan and Market Positioning. A case of study in Northern Mexico

Abstract

This research aims to promote religious tourism at the Cristo-Rey Sanctuary in Cerro de las Noas. The sanctuary is located in the city of Torreón, Coahuila. This site holds high symbolic, spiritual, and cultural value within the Comarca Lagunera region of northern Mexico. Despite its significant regional recognition and constant flow of visitors, the sanctuary lacks a marketing model to promote religious tourism. This marketing plan should serve as a catalyst for local economic development, market positioning, and financial sustainability. The objective of this study is twofold. First, a situational analysis of the Sanctuary and a potential market analysis were conducted in the Comarca Lagunera Metropolitan Area. This first part of the research identifies visitor habits, motivations, expectations, and development opportunities to promote religious tourism at the site. Based on the aforementioned theoretical and empirical findings, a Marketing Plan was designed to strengthen market positioning and consolidate its recognition as a religious tourist destination. Religious tourism represents a strategic opportunity to harmoniously integrate faith, culture, and economic development in the Comarca Lagunera region. This case study demonstrates that strategic planning does not reject spirituality, but rather transforms it into a tool that strengthens its mission and ensures its long-term sustainability.