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San Carlos, incorporated into the Pueblos Mágicos program on June 26, 2023, is a tourist destination known for its volcanic landscapes and the turquoise waters of the Gulf of California, which were described by National Geographic in 2011 as the "most spectacular ocean view in the world."

Among its main attractions are Cerro Tetakawi, the scenic viewpoint, artificial reefs, and beaches such as Los Algodones, San Francisco, and Piedras Pintas, as well as San Pedro Nolasco Island and the Estero del Soldado. Visitors can also explore the Cañón de la Herradura and the Guaymas boardwalk (Malecón de Guaymas).

In terms of festivities, San Carlos hosts events such as the Guaymas International Carnival, the oldest in Mexico since 1888, the Festival de la Calaca, and the Mar Bermejo Festival, which commemorates the heroic defense of the Port of Guaymas during the French invasion of 1854, held annually from July 8 to 13.

The highlight of San Carlos' gastronomy is its variety of grilled meats, fresh fish, and seafood dishes. Popular items include tacos, machaca (dried shredded beef), and seafood specialties like zarandeado red snapper, shrimp in various styles, pen shell scallops (callo de hacha), oysters, and sole fillets. To accompany meals, micheladas and beer are typical regional drinks.

In San Carlos, women craft seaweed-bodied dolls and wooden Pascola dancer masks, a tradition influenced by the Yaqui people. They also make cloth dolls as part of their artisan culture.