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The main objective of this research is to establish the guidelines for the construction of the tourist imaginary of the Veracruz-Boca del Río destination. It consists of a qualitative type of work within the hermeneutic phenomenological paradigm, since the construction of the tourist imaginary is interpreted. The semi-structured interview technique was applied to various actors who are actively involved in the tourism system in different areas. The main contribution to the study of the tourist imaginary that emerges from this research work is that it was possible to establish the guidelines for the construction of the tourist imaginary based on the four categories of analysis identified on the basis of the theory analyzed. It is concluded that the tourist imaginary of the destination Veracruz-Boca del Río is constructed from four categories of analysis which are space-territory, time, motives and ideals, images-imagination.