Guadalajara in Mexico is to become the first city in Latin America to host Cultourfair later this year.
Mexico's fifth largest city will stage the annual three-day international cultural fair from Wednesday 2 October and the promotional bandwagon is already singing Guadalajara's praises.
The city was reportedly chosen because of its cultural richness and its geographical proximity to several cities in North and South America.
Organisers of the fifth Cultourfair can expect a 'very Mexican experience' in Guadalajara, with gastronomy, tequila, charreria - Mexican rodeo, which is also the national sport - mariachi and history all on offer this autumn.
Guadalajara is also a designated UNESCO World Heritage Site in its own right and was founded on catholic principles, with some locals even claiming the city layout resembles a religious cross.
The city centre features a cathedral, government buildings, and Hospicio Cabanas - the building that houses the famous Jose Clemente Orsosco murals.
Several small towns dotted around the city centre make up the modern conurbation, although Tlaquepaque claims to offer the best shopping experience in the whole of Mexico and the world's largest cantina, El Parian.
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