This article analyzes how UNESCO's intangible human heritage designation has led to traditional Mexican cuisine being turned into a resource for gastronomic tourism, showing how the State has commodified traditional culinary knowledge for the promotion of tourism. This promotion includes an official discourse that has been appropriated by traditional women cooks, who use these promotional events to build new culinary canons. This article enables a discussion of how traditional Mexican cuisine has become part of a global logic, and how its designation as intangible heritage articulates tension, discussion, and negotiation among food tourism industry stakeholders. Findings show a multilateral perspective of the consequences of a cultural event becoming a tourist resource, as well as its conceptualization and transformation in the framework of today's global context, which requires a more flexible approach to provide definitions.

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