La Paz, Baja California Sur lives a new urban phase through an spacial intervention, sites are integrated by a historical and cultural dinamic, looking for to generate a tourist offer, situation that puts the city within the speech of the World Tourism Organization. Thus, La Paz becomes in a consumer product that forms part of the global tourism market. This urban reconfiguration shows how a symbolic-narrative, the matrix of the imaginary tourist, creates a border area where an encounter is generated by new territorialities, places, people, objects and experiences.