Perfil del Visitante en Hermosillo, Sonora: Tendencias y Retos para la Promoción Turística 2023

This descriptive study analyzed the sociodemographic, motivational, and behavioral profiles of visitors to Hermosillo, Sonora, during the summer of 2023, based on 592 surveys administered to national and international tourists. It was found that the majority of visitors are between 25 and 65 years old, are primarily national, and come from nearby states such as Baja California, Sinaloa, and Chihuahua, reflecting the proximity tourism landscape. The main reasons for travel were visiting family, attending cultural events, and enjoying local cuisine. The most popular activities included eating traditional dishes, touring the historic center, and shopping locally. With a satisfaction level of 82.6%, the study identified potential to strengthen weekend tourism through themed routes, digital campaigns, and improvements to infrastructure and services, which would consolidate Hermosillo as a competitive destination with a strong cultural identity.