PHOTO: Day of the Dead altar. (Photo courtesy Thinkstock)
The Mexico Tourism Board is inviting travelers to celebrate Day of the Dead with a new parade in Mexico City and several brand partnerships that will raise awareness of the important festival.
Dia de Muertos or Day of the Dead celebrates the souls of the departed and is a tradition that dates back centuries.
"Día de Muertos, in various forms, has been an integral part of Mexican culture for centuries," said Lourdes Berho, CEO of the Mexico Tourism Board. "The Mexico Tourism Board is thrilled to share time-honored rituals with the world with this initiative, and we invite everyone near and far to join us in celebrating our culture on this special holiday."
While traditions vary by region, the central theme is the welcoming back of lost souls.
This year, Mexico City will host the first-ever Day of the Dead parade on Oct. 29. It will start at the Angel of Independence monument and travel down Reforma to the city center on 5 de Mayo Avenue.
Visitors will see floats, performers and dancers marching to the iconic Zocalo Square.
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Local shops and restaurants will also join in the festivities with decorated altars and visitors are invited to dress in colorful clothing and traditional wear, including sugar skull masks and flower crowns.
National Geographic and the New Yorker as well as well as publications in Mexico will feature a variety of digital media and social media campaigns highlighting the Day of the Dead events in Mexico.
For more information, read on here.