A brand new Mazatlan with “A Sea of Stories” to tell

Mazatlán has a new brand identity — Un Mar de Historias (A Sea of Stories).

Officials say it more than a slogan, rather it’s a repositioning of the destination to reflect its evolution — from a beloved beach town to a cultural, culinary, and event-driven hub on Mexico’s Pacific coast.

The new identity puts storytelling at the centre. Instead of focusing only on sun and sand, Un Mar de Historias showcases Mazatlán’s people, flavours, traditions, and year-round experiences — from international sporting events and music festivals to historic neighborhoods, sustainable adventures, and world-class seafood.

Edna Gutiérrez, Director of Marketing & Promotion for Mazatlán Tourism Board, explained: “This is about showing the full picture of who we are. Mazatlán is growing, diversifying, and attracting new kinds of travelers. We needed a brand that matched that energy and told that story in a more meaningful way.”

The campaign is designed to create alignment across all sectors — government, private industry, and the local community — with one unified brand for all markets and platforms.

Its visual identity takes inspiration from artist Antonio López Sáenz and includes fresh iconography, digital-ready assets, and flexible messaging that can speak to multiple audiences, including but not limited to:

• Food lovers (Un mar de sabores)
• Culture seekers (Un mar de cultura)
• Event travelers (Un mar de experiencias)
• Romance, medical, and sustainable tourism segments

And officials note, Mazatlán isn’t just promoting itself, it’s resetting the way it connects with the travel trade and travellers. With a clearer voice and sharper positioning, the city is ready to compete on a global level.

Go to www.visitmazatlan.travel for more.