The beverage called tequila is really a variety of mezcal, made wholly or mostly from the blue agave plant. This plant is native to the Tequila area so this version of mescal was named after the town.

Tequila is made from the blue agave plant, native to this area. The heart of the plant contains sugars and had been used by native peoples here to make a fermented drink. After the Spanish arrived, they took this fermented beverage and distilled it, producing the tequila known today. The "Agave Landscape and Ancient Industrial Facilities of Tequila" has been inscribed on the UNESCO World Heritage list.

A surprising tradition is the nightly blessing of the town by the parish priest. At 21:00 every night, the priest offers blessings by ringing a bell three times, and directing the holy of holyest cross with the sacraments towards all 4 cardinal points. At this moment, everyone in the town stops what they are doing, including turning off things like the television or radio and stands for the blessing.

The city was home to 29,000 people in 2010.

20°53′2″N 103°50′10″W

Map of Tequila

The town is small enough to walk around. All the major attractions (town square, church, distilleries) are within spitting distance of each other.

The big attraction here is the drink which shares the town's name. All the tourist shops are full of Tequila souvenirs, bottles, shot glasses, etc. There are a number of distilleries and tours about the tequila-making process. Apart from that, there are two churches in the centre and the central plaza, which also has a monument to a revolutionary hero. A small tianguis (street market) also operates.

• Our Lady of the Purísima Concepción (in the centre of the town). Open every day. It was built in the 18th century by Martín Casillas. The church has a stone facade, a bell tower and inverted truncated pyramid (estipite) pilasters that flank the main portal. The portal has two levels and a crown. The first level contains the door arch with has moulding and a seal and is supported by two Doric columns. The upper portion contains a window with moulding with Doric columns in each side, decorated with curves and vegetable motifs. The crown at the top contains a sculpture of the Archangel Michael in a niche flanked by Doric columns. The side portal is an arched entrance with Tuscan columns and cornice and a cross in relief at the midpoint. Inside are one nave and a Neoclassical main altar. (updated Sep 2021)
• 20.884836-103.8386581 Parroquia Santiago Apostol, Sixto Gorjón 16. Beautiful historic church next to the main plaza. rugged stone facade outside belies the gracefully elegant white and gold interior. This church houses the remains of St. Toribio Romo Gonzalez who is known as the patron saint of immigrants. 
• Main Plaza, has a bandstand and monuments to Mexican heroes.
• 20.886119-103.8422312 José Cuervo Distillery, San Martin 169. First tequila manufacturer. Offers a range of tours, from the 'Clásico' which is about M$100 (pesos), up to M$380. The more expensive ones generally just include extra tasting sessions, except for the most expensive one which also has a tour of the fields where the agave plant is grown. 

• 20.884686-103.8398923 National Museum of Tequila (MUNAT), Jose Cuervo 33. 10:00 - 17:30. This is an eclectic cross between a historical museum about the production of tequila with an art museum featuring temporary exhibits of mostly modern art. The tequila exhibits show how tequila is made, processed, marketed, and consumed. One gallery showcases bottles, labels and advertising pieces. An old agave mill is in the patio area. 

• 20.696187-103.8362934 Guachimontones Archaeological Zone, Guachimontontones, Teuchitlan, ☏ +52 384 109 0388. 09:00 - 17:00 (closed M). Ceremonial site of the Teuchitlán culture dating from about 300 BC. The site includes some unusual round structures that are often described as "bulls eye" temples. The culture was known for digging deep shafts to bury their dead. Large site, lots of walking. Site museum contains some interpretive exhibits. Private guides can be hired for about M$200. M$30. (updated May 2023)
• 20.882922-103.8423815 Destileria La Perseverancia, Francisco Javier Sauza Mora 80, La Villa. 09:30 - 15:00 (closed Sun). This is the home of Sauza tequilas. Canned tour showing how agave is grown, harvested, and turned into Mexico's favorite elixir. Enjoy a cantarita with your tour. (updated May 2023)

• The National Tequila Fair is held every year from the end of November to the middle of December. During this event, a Tequila Queen is crowned and the main distillers in the area all have a presence with samples of their tequila. There are also charreada events and a parade with floats, cockfights, mariachis, fireworks and rides. This festival coincides with the feast of Tequila's patron saint, Our Lady of the Purisíma Concepción.
• Take a walk, The countryside outside the town is lovely to walk through and you can visit the agave plants without having to take a tour.
• You can rappel in seasonal waterfalls, hike to the Cascade of the Azules, and watch birds.

Tequila obviously, there are a number of shops on the way to and from the bus station which have various selections. Generally the tourist shops all carry the same things, shot glasses, tequila sets (bottle of tequila and five or so glasses), souvenir barrels and t-shirts. Most of which can be found in other places including Guadalajara.

In Tequila, almost all the t-shirts contain the word 'Tequila, Puebla Mágica'(magic village) or a variation, even if the picture on the image is unrelated to tequila, e.g. a picture of Che Guevara or Mexican film legend Pedro Infante.

There are plenty of restaurants and food stands around the centre. Most will only have typical Mexican food, but many have a wider selection. Almost the ones where you can sit down will have a wide variety of tequila and other alcoholic drinks. Typical Mexican prices.

There is a great variety of seasonal fruits such as ovo, which is a fruit that only grows in this place.

If you're here, you're here to drink tequila. It's sold everywhere. Any place that doesn't sell it is probably giving away free samples.

Number of hotels in the centre.

• 20.883603-103.8396851 Nueve Agaves, Francisco Javier Sauza Mora 21, Tequila, ☏ +52 374 688 03 96, contacto@nueveagaveshotel.com.mx. Check-in: 15:00, check-out: 12:00. Comfortable boutique hotel with affordable rates. M$1200. (updated Nov 2022)
• 20.881565-103.8453562 Casa Salles, C. la Villa 3, ☏ +52 3746880388. Check-in: 15:00, check-out: 12:00. Modern brick building on outskirts of town. Clean, modern. Swimming pool available. Next to El Tequilino distillery, 10 minute walk to town center. (updated Nov 2022)
• 20.884872-103.8389083 Hotel Plaza Jardin, José Cuervo 13, La Villa, ☏ +52 3747420061. Check-in: 14:00, check-out: 12:00. Small, colonial style hotel overlooking the Plaza Principal (town square). 1 minute walk to Tequila Museum. (updated Nov 2022)
• 20.881394-103.8400584 Hotel Plaza Rubio, Hidalgo 100, ☏ +52 3747423399. Check-in: 15:00, check-out: 12:00. Modest hotel, 5 minute walk to town center. (updated Nov 2022)
• 20.881745-103.8378585 Casa Hotel la Gran Senora, Nicolás Bravo No. 72, ☏ +52 3747423300. Check-in: 15:00, check-out: 12:00. Traditional style hotel with comfortable rooms surrounding a tranquil central courtyard. (updated Nov 2022)