Jerez was designated a Pueblo Mágico to promote tourism, as it is in close proximity to the state capital of Zacatecas and offers handcrafts, traditional food, and architecture."

The town of Jerez is located fifty-seven kilometers west-southwest from the state capital of Zacatecas, nestled in a deep valley surrounded by forests and fruit orchards.

The town's focal point is a central square known as Jardín (garden) Rafael Páez, which historically served as the site of the traditional market.

This square is enclosed by an ornate wrought iron fence, and its centerpiece is a Moorish-style kiosk constructed of metal with a sandstone base.

On Sundays, it becomes a popular gathering place for men playing dominoes and for bands performing a local music genre called tamborazo, known for its distinctive rhythm.

[2] The Sanctuary of Nuestra Señora de la Soledad (Our Lady of Solitude) dates back to 1805, built on the site of a former hospital for indigenous people.

The architectural style of the building is a blend of Romance and Moorish influences, constructed by stonemason Dámaso Muñetón, who was also responsible for the north tower of the Zacatecas Cathedral.

Adjacent to the building is an alley dedicated to local handcrafts, including boots, wide cowboy hats, and embroidered leather belts (piteado).

The theater, built in Moorish style with arches, windows, and railings grouped in threes and fives, was constructed between 1876 and 1890 through the efforts of local politician José María Hinojosa.

Today, it is utilized for live performances, but in the past, it served various functions, including being a movie theater, a venue for social events, a library, and a public school.

Adjacent to the building is the Community Museum, which features an array of items such as carpentry tools, archaeological pieces, sewing machines, and more from the area's rich history.

It also showcases the poet's personal items, including family photographs and copies of manuscripts from works like 'Suave Patria,' which was completed in 1921 to commemorate the 100th anniversary of the end of the Mexican War of Independence.

The building was transformed into a museum in 1951, and in 2009, the space underwent renovation, incorporating recordings of López Velarde's verses alongside the original furnishings and many of the poet's personal effects.

A major tradition in the town is the Burning of Judas on Holy Saturday, which marks the beginning of the Feria de Primavera (spring festival).

Its origins date back to 1824 when local authorities aimed to promote the area's products, ranging from produce to yarn, minerals, and plaster.

[4][1] The addition of the town's name took place in 1952 and is a tribute to Francisco García Salinas, a local politician who played a key role in land redistribution, establishing textile mills, and opening schools.

[4] In the 16th century, Jerez was situated on the route that Cristobal de Oñate traversed in search of gold, which he eventually discovered southwest of the city of Zacatecas.

[4] During the Mexican War of Independence, forces loyal to the Spanish Crown seized control of the town in 1811 and began executing those suspected of aiding the insurgents.

In this era, Jerez was home to two printing establishments, a brewery, two carriage manufacturers, a solitary hotel owned by Antonio Castellanos, two silversmiths, three flour mills, and numerous other businesses.

This fire destroyed many historical records of the municipality, forcing numerous inhabitants to flee to other places as the situation deteriorated.

[4] About twenty kilometers to the west of the town center lies the Sierra de Los Cardos, where most of the municipality's natural scenery can be found.

[4] The municipality boasts a range of wild vegetation, including holm oak, pine trees, mesquite, huizache, nopal cactus, and various types of grasses.

The local wildlife predominantly comprises mammals, such as rabbits, pumas, javelinas, wildcats, coyotes, deer, and raccoons, as well as a variety of birds and reptiles.

[4] Another important traditional economic activity in the area includes craftsmanship, featuring leather products such as saddles, boots, and especially belts, which are often embroidered with maguey fiber (piteado).

[2] In an effort to promote tourism, the town of Jerez has joined the federal government's Pueblos Mágicos program, highlighting its traditional architecture, cultural traditions, and a rich culinary heritage, which includes dishes like mole jerezano (a mole sauce with almonds), carne de puerco en salsa verde, carne adobada, carne deshebrada (shredded beef), asado de boda, brocheta jerezana (beef tips with sausage, bacon, onion, tomatoes, and poblano chili peppers), burritos, and fruit ices.

Visitors can also enjoy attractions such as the Las Margaritas water park and the El Manantial Eco-Tourism Center, offering camping, hiking, rappelling, and well-equipped cabins for a complete outdoor experience.