Rosario’s Transformation: From Troubled Past to Tourism, Thanks to Lionel Messi

In La Bajada, a working-class neighborhood in Rosario, Argentina, Lionel Messi’s modest childhood home has become a popular spot for fans worldwide. Visitors leave flags and messages on the metal fence, thanking the soccer star for his achievements and inspiring them to chase dreams with humility and hard work. Nathan Shanely, a traveler from Michigan, expressed how beautiful it is to witness the joy brought by Messi’s journey reflected in these tributes.

Lionel Messi, who led Argentina to a 2022 World Cup victory and again to the final in 2026, plays a key role in Rosario’s bid to reinvent itself as a tourist destination. Rosario, with a population of about one million, previously held a reputation for drug-related violence rather than tourism. But city officials are working to shift this image with Messi’s global fame, aiming to attract international travelers.

Rosario is located in the Pampa region along the Paraná River, an essential port for beef and soy exports. However, its strategic location also attracted drug trafficking, leading to a gang war three years ago where civilians were caught in the crossfire. Bruno Rearte, director of Ente Turistico Rosario, recalls journalists wearing bulletproof vests to cover the conflicts. In response, Rosario enforced prison security and increased federal police presence to curb crime.

With reduced crime, the city is also embracing its connection to Messi, who lived in Rosario until his early teens. Murals of Argentina’s celebrated captain are prevalent throughout Rosario. Significant childhood spots, including Messi’s former home and Club Atlético Grandoli, where he first played soccer, draw visitors. A sign at Grandoli narrates Messi’s first match at age four, where he stepped in for his older brother’s team and scored the winning goal.

Though Messi ventured to Spain at age 13 to pursue his soccer career with Barcelona, he continues to maintain ties with his hometown.

Tour guide Alejandro Di Ponti notes a growing interest among tourists, particularly after the 2022 World Cup win, in visiting Messi-related landmarks. He points out that many who would skip Rosario now include it in their trips, either as day visits from Buenos Aires or as longer stays. Tourists can explore Messi’s childhood through a dedicated city app or join guided tours reflecting his journey.

In addition to Messi tributes, Rosario is highlighting other attractions like an October rock festival and transformed warehouses along the waterfront serving as art galleries. Rearte emphasizes the city’s walkable nature, with its blend of cozy cafes and pedestrian-friendly streets adorned with historic late 19th-century architecture.

Rebuilding Rosario’s image is a gradual process, as hostel owner Flor Wolf acknowledges. Yet, she sees emerging trust and hopes visitors will experience not just places linked to Messi, but also the warm community that influenced him. “Even Messi spends his vacations in this town,” Wolf concludes.