Resumo: This research seeks to identify the phase of the life cycle of towns included in the Magic Towns Program of Mexico, identifying those in the consolidation stage and documenting the competitive strategies that have enabled them to become established as part of the Magic Townbrand and distinguishing the areas with which these strategies are related. The methodology is based on the analysis of the diagnostic studies carried out by the Ministry of Federal Tourism for Magic Towns. This analysis first identifies the Competitiveness and Sustainability variables that provide information regarding the characteristics of each stage of the life cycle and, second, identifies competitive strategies carried out by the consolidated towns from the sections of conclusions, proposals and projects of the same diagnoses. The results reveal that of the sample towns, a small percentage is in consolidation, while the majority is in the development stage. Of the competitive strategies generated by the consolidated towns, most of them, in order of importance, are related to areas of Management, Support Resources and Resources and Essential Attractions. The development of strategies focused on key factors has influenced the maturity of these territories which seek to improve their competitiveness and positioning in the tourism sector and obtain a better quality of life for their residents.
