After a lot of thought and hearing input from other tourists far away, I believe I know what the ultimate goal is. . a title, "pueblo mágico".
I suppose it's thought THAT will lure in newcomers with $$$. Am I close?

We tried for that designation and lost it several years back during another "remodelación" of the waterfront and all the streets downtown.

title, "pueblo mágico".

"Pueblo Cemento?"

......and the current Presidente Municipal/mayor is running again, with all the associated hoopla and BS.

This problem begins in Chilpancingo where the idea and budget for the current destruction... I mean "remodeling" of the waterfront originated from at the governor's whim and behest. The current municipal government is only continuing a trend that began in earnest about 20 years ago.

As of today, since April 18, 2020 Zihuatanejo has registered a cumulative total of 2,320 confirmed cases of Covid-19 (1 more than yesterday), 188 that have resulted in fatalities, 30 that are currently active, and approximately 1,953 that have recovered.

I can't fathom what is so wrong with our local government (and so many people that cheer them on) that they continue doing things that keep us from having the kind of tourism that we used to have that made Zihuatanejo prosperous. I'm truly surprised more lodging operators in Zihuatanejo aren't all over local authorities for their bad policies that cause tourists with high purchasing power to stop coming in the numbers they used to, many choosing other destinations that possess the charm and tranquility Zihuatanejo is losing. I've always said Zihuatanejo can never win the tourists it needs by imitating other places, that we should concentrate on our niche in the market instead of pretending to be something we're not. In private lots of respectable locals agree with me and cheer me on, but hardly a peep in public except for a very few strong-willed old-family Zihuatanejo locals. Ni modo. I still believe in the insights and experiences of my decades of living in various tourist destinations, my perception of what Zihuatanejo's attractions are, and the value of my decades of contact with YOU ALL. I'm pretty sure imitating Disneyland (or Vallarta) will only continue to cause the tourists we need and used to receive in abundance to vacation elsewhere, places that remind them of what Zihuatanejo used to be like, even if it's simply Troncones, which is fine for Troncones. So many boutique hotels and family owned posadas are hurting because they're losing their clients, not just from the pandemia, but from stupid policies and acts of omission by our government whether it's noisy bars, boombox cars, dumb beach rules, fomenting squatters, privatizing beaches, allowing high density projects in the wrong places, cutting down beautiful old trees, abusive taxis, or simply the lack of flights. Apparently the prosperity of the community keeps taking a back seat to political interests. I wonder how long this can continue? Zihuatanejo certainly can't survive on day-trippers, weekend warriors and condo commandos.

Sure miss those big old beautiful palm trees and almendra trees on our beach. I can't imagine what our local authorities were thinking by cutting them down.