In the working-class neighborhood of La Bajada in Rosario, Argentina, a mural of soccer legend Lionel Messi attracts fans from all over the world. This area, where Messi grew up, sees visitors leaving flags and messages at his childhood home, expressing gratitude for his achievements and inspiration.
Nathan Shanely, a visitor from Michigan, described the scene as beautiful, noting the hope and joy Messi brings through soccer. A Colombian flag displayed outside a nearby house bears a message of thanks, highlighting Messi’s widespread impact.
Messi led Argentina to the 2022 World Cup victory and another final in 2026, where Argentina lost to Spain. These achievements have positioned Rosario as an emerging tourist destination. Previously known for drug violence, Rosario’s officials aim to shift this perception with the help of Messi, its most famous native.
Bruno Rearte, director of Ente Turistico Rosario, explained that although the city lacks a famous beach or mountain, Messi’s influence opens doors to the world. Rosario, situated along the Paraná River, has historically been a key port for beef and soy exports. However, its location also attracted drug trafficking, leading to gang conflicts.
In recent years, Rosario has reduced crime rates by tightening prison security and deploying federal police. As safety improves, Messi remains central to Rosario’s reinvention. Colorful murals and signs commemorate landmarks important to Messi’s childhood, including his home and Club Atlético Grandoli, where he first played soccer at age 4.
Messi’s move to Barcelona at age 13 marked a turning point in his life, leading to his global fame. Alejandro Di Ponti, a local tour guide, noted that foreign interest in Messi surged after the 2022 World Cup. Many now visit Rosario on trips from Buenos Aires, exploring landmarks and joining Messi-themed tours through a dedicated tourism app.
Rosario also highlights other local attractions, such as an annual rock festival and waterfront art galleries. Rearte described Rosario as a walkable city, with cafes and boulevards featuring late 19th-century architecture.
Flor Wolf, a hostel owner, acknowledged the gradual rebuilding of Rosario’s image. She emphasized the city’s appeal due to Messi’s enduring connection. Visitors are encouraged to experience both the cultural impact of Messi and the community that supported his rise.