Eduardo Garcia
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/ 8 October 2007

Bolivian town cashes in on Che Guevara legacy

The bearded image of guerrilla leader Ernesto ”Che” Guevara has become a pop icon splashed on mugs, T-shirts and even bikinis 40 years after his death, and Vallegrande, a Bolivian town, is out to cash in on the marketing frenzy. In central Bolivia, where Guevara battled the army before he was captured and killed, tour operators offer a chance to retrace his final steps on the ”Che Trail”.