In Rosario, a city in central Argentina, there is a neighborhood called La Bajada. This is where Lionel Messi, the famous footballer, grew up. Fans from around the globe now visit this area to pay homage to him. They leave flags and messages on a metal fence by his childhood home. Many messages honor Messi as the ‘greatest’ and praise his achievements tied to humility and hard work.
Nathan Shanely, a visitor from Michigan, shared his feelings after stopping by Messi’s home. He found the scene of hope and joy left by Messi’s fans moving. Individuals like Shanely come to witness the impact of one man’s contribution to the world of sports.
“It’s beautiful to see the hope and the joy that one man has been able to bring through the game,” Shanely observed.
In 2022, Messi led Argentina to a World Cup win. Although they lost to Spain in another final, he remains central to Rosario’s plans to boost tourism. Once known for its drug-related violence, Rosario seeks to shed this old image. It harnesses Messi’s fame to attract international visitors. Bruno Rearte, head of Ente Turistico Rosario, expresses this strategy clearly:
“We may not have the tallest mountain here or the most famous beach, but we have Messi, and he is helping to introduce us to the world,” Rearte said.
Rosario lies in the Pampa, a vast grassland in Argentina, and alongside the long Paraná River. While traditionally a key port for beef and soy exports, the city became a hotspot for drug traffickers. A harsh gang conflict ensued three years ago, challenging the city’s safety and reputation.
In response, authorities enhanced law enforcement. They improved prison conditions to restrict jailed mafia bosses from communicating with their networks. Hundreds of federal police now patrol the city and its vulnerable neighborhoods.
As crime declines, Rosario builds a new identity with Messi at its heart. Murals honoring him appear throughout the city. Markers denote locations significant to his upbringing, including his former home and Club Atlético Grandoli where his soccer journey began. A plaque narrates his first unexpected match at age 4, illustrative of his early brilliance.
Visitors learn of Messi’s major life shift at age 13 when he moved to Spain to join Barcelona’s youth academy. Alejandro Di Ponti, a tour guide, notes a boost in visitor interest post-2022 World Cup victory. Tourists now include Rosario in their Argentina itineraries, often seeking Messi-related sites.
“Every day I get two or three people asking about the Messi route,” Di Ponti shared.
Rosario aims to capitalize on this tourism growth. Besides Messi attractions, it highlights annual rock festivals in October, a revamped waterfront with art galleries, and walkable zones lined with historic buildings. Despite its growth agenda, Rosario acknowledges its journey to renew public trust. Flor Wolf, a local hostel owner, sees promise in this transformation.
“You’re going to feel happy here,” she remarked, emphasizing the city’s welcoming nature.