Dressed in colourful, traditional costumes, Mexicans parade on horseback through the streets of the western city of Guadalajara to mark Charro Day. In Mexico, a "charro" is a horse rider who wears an elaborate, traditional costume, and participates in cattle-ranching competitions using techniques that are recognized by UNESCO as intangible cultural heritage of humanity. "It's really wonderful, because dressing up as a charro represents an identity that people recognize as Mexican all over the world," says 71-year-old Salvador Sanchez, President of the Jalisco Charro Association.