Jalpan de Serra is a town in Jalpan de Serra Municipality located in the north of the state of Querétaro, Mexico. It is located in the heart of an important ecological zone called the Sierra Gorda. It is also the site two of five Franciscan missions, including the first one, to have been built in the mid-18th century, and declared a World Heritage Site in 2003. The municipality is also home to a small but important indigenous group called the Pame. However, the municipality has been losing population since the mid-20th century even though recent events such as the town being named a Pueblo Mágico have worked to create a tourism industry.