Exposure and connection to cultures and societies beyond one’s sanctuary enables people to rise above the archaic belief of ethnocentrism, which facilitates the development of a worldview different from the one inculcated from birth. Cultural awareness challenges the defects of the orthodox ethos and permits us to relate to unique ideas that would have been unfamiliar to us before. Propagation and acceptance of travel have ultimately encouraged the masses to walk the steps of the ever-growing movement of cultural diffusion. In a similar vein, technological advancements and the global expansion of cinema have extended the norm of travel into the digital realm, allowing individuals to get a glimpse of distant cultures and societies. One of the finest examples is the Tomatina festival and the bull racing event featured in the Bollywood movie “Zindagi na Milegi Dobara” has introduced Indian audiences to Spanish traditions. Similarly, the prominence of Halloween celebration in American sitcoms and movies has seen a global appeal in countries like India as well. Exhibitions showcasing different cultures through various media, such as films, television, and digital platforms, help cultivate a greater understanding, appreciation, and acceptance of diverse societies and ways of life. Another prime example of a film that has seen a growing interest among the animation cinephiles around the world is the remarkable movie “Coco”, which displayed a remarkable depiction of the revered festival – “Día de los Muertos”.
“Día de los Muertos” or the “day of the dead”, celebrated in Latin America, is usually recognized as the festival where people adorn their faces to appear as skulls and dress in colourful costumes. It has at times been regarded as “Mexican Halloween,” when in reality it is far from this simple characterization of the festival. The Mexican government has strived to popularise the distinction between the two festivals to preserve the integrity of the festival. Traditionally, Día de Muertos is a family-oriented celebration, since at its core, the festival aims to honour the deceased members of the family, where families build altars traditionally known as ofrendas, in their homes, using photos, candles, flowers, and food. Cemeteries are cleaned by the family and decorated with flowers and candles as well. The energy often balances being festive and respectful. Live music is common, and musicians will make their way through the cemeteries, stopping at graves to play the favourite tunes of the deceased. It is believed that on this day, the deceased from the afterlife are permitted to enter the land of the living to unite with their living family members.
The festival is celebrated on two days – 1st and 2nd November. The first day commences with the tribute to departed children, hence referred to as “Dia de los Angelitos”, also known as “Day of the little angels”, where families lovingly decorate their altars with the children’s cherished belongings like toys, sweets, clothes, etc., so that their spirits return home. The following day, on 2nd November, the night witnesses a slight shift to honour the lives of the departed adults. The night is reminiscent of past memories, nostalgia, and laughter, much like the night before. However, the Ofrendas take on a more adult-like theme with alcohol, games, and entertainment. The next day is the grand finale of Dia de Muertos. In modern times, larger-scale festivities have been introduced, and practices like city-wide parades are now prominent. On parade or procession days, many people paint their faces to appear as skulls to honour the dead by embodying their legacy and dress in colourful regional clothes. Bright floats and enormous puppets resembling famous figures from Mexico’s historical and cultural past are a common sight.
From the perspective of the tourism sector, the holiday represents one of the busiest and vital times of the year. Hotels, restaurants, artisans, and transportation services all see significant increases in demand. Popular destinations such as Mexico City, Oaxaca, etc., across the country typically reach near or full occupancy. Beyond tourism, Día de los Muertos stimulates other areas of the economy. Florists see spikes in sales of marigolds, and artisans create masks, candles, and decorations that are exported or sold locally. Markets and small vendors, especially in traditional towns, often rely on this period as one of their main sources of income for the year.
However, the COVID-19 pandemic significantly disrupted this cycle. Many public celebrations, parades, and large gatherings were cancelled or held virtually to prevent the spread of the virus. Tourist numbers reduced drastically, and hotels faced low occupancy. Local vendors whose livelihood depended on the festivities suffered major losses. The families continued to honour their loved ones during quarantine, although the economic benefits typically associated with large-scale events were severely reduced. As restrictions eased, it reignited the previous spark of the occasion resulting in the restoration of jobs, revival of small businesses, and interest in domestic travel. The festival instilled the sentiment of how cultural heritage can not only preserve identity but also sustain livelihoods and stimulate economic growth across the country.
The spirit of Dia de los Muertos centers around family, unity, and remembrance, just like many such festivals all around the world, including Chuseok in South Korea, which is meant to honour ancestors with the inclusion of traditions like ancestral rites and visiting the gravesites of the deceased. In addition, festivals like Diwali, though characterized by lights and fireworks, are ultimately a time when families come together to enjoy moments of bliss. The conclusion lies in the fact that although there are different cultures with varied traditions, the similarity among them lies in the fact that there is a strong need for community among the masses.
Hence, in the current climate of rising xenophobia among societies in the world, it is vital to encourage assimilation among people and retain the aspects of humanity that were a rarity during times of separation and wars decades ago. While culture, monuments, and artifacts etc. should be preserved, we should strive to enlighten people about them since, at the end of the day, we all breathe and reside on the same planet separated only by imaginary borders. Cultural tourism is just that tool for change, a reminder that embracing diversity is not only a celebration of others, but it also mirrors our shared existence as one global community.
By: Swati Das
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