Rosario Transforms from Crime Hub to Tourist Destination with Messi’s Help

In La Bajada, a working-class neighborhood in Rosario, Argentina, fans from around the globe visit the childhood home of Lionel Messi. They leave flags and messages expressing gratitude for Messi’s achievements and his example of humility and hard work. Nathan Shanely, a visitor from Michigan, remarked on the joy and hope Messi has inspired worldwide.

Throughout Rosario, murals of Messi adorn walls. Local efforts aim to turn the city, once known for drug violence, into a tourist hotspot. Recently, the city promoted Messi as a key attraction to international visitors. Rosario’s past included a time when a gang war turned violent, drawing journalists in bulletproof vests. However, improved security and federal police presence have since reduced crime.

Messi’s connection to Rosario remains strong. His childhood home and the club where he first played soccer are now tourist destinations. At Club Atlético Grandoli, visitors learn of Messi’s first game at age 4, playing by chance for his brother’s team and scoring the winning goal. At 13, Messi left for Spain, kickstarting his professional career at Barcelona.

Tour guide Alejandro Di Ponti notes the growing interest in Messi landmarks, especially post-Argentina’s 2022 World Cup win. Many tourists now include Rosario in their itineraries or take short trips from Buenos Aires. The city offers a Messi-themed tour app and guided tours highlighting his life.

Besides Messi, Rosario boasts attractions like an annual rock festival in October and waterfront art galleries. Bruno Rearte from Ente Turistico Rosario describes the city as walkable, with cafes and historic architecture. Despite its small size, Rosario offers experiences comparable to larger cities.

Flor Wolf, a hostel owner, acknowledges the challenge in reshaping the city’s image but believes visitors will appreciate both the places that influenced Messi and the community around him. She emphasizes the welcoming nature of Rosario, a place even Messi chooses to vacation.