Zapotec sacred places,enduring and/or ephemeral: Reverence,realignment and commodification at an archaeological-tourist site in Southern Mexico

The abundant and rightfully famous archaeological ruins of Mexico, besides attesting to the grand achievements of pre-Columbian Mesoamerican culture, also serve as foci for the preservation and/or reaffirmation of contemporary indigenous religion and identity. Additionally, those same ancient ruins have been, in many instances, tidied up and reconfigured variously as outdoor classrooms and museums for the dissemination of a narrative of Mexican national identity, as the country's premier tourist attractions, and thus as sites eventually prized far more as engines of economic development than as educational or religious contexts. Where indigenous peoples are often imagined as passive victims in this commodification of their sacred sites, the case study featured in this article, namely, the twentieth century management of the internationally renowned Zapotec site of Mitla, Oaxaca reveals a native community playing a very active role, arguably the lead role, in the exploitation of the economic potential of its famed ruins. Indeed, the Mitleyenos' entrepreneurially astute reconfiguration of their local sacred geography, a realignment that balanced unprecedented economic challenges with on-going devotional commitments, suggests that the designation of various sites and buildings as ‘sacred’, albeit an extremely pressing matter, is also much more contingent and more transient than is generally assumed.