A typical two-bedroom home costs around US$60,000, while those located on Avenida San Martín – the main artery of the neighborhood – can reach slightly higher prices. “There is practically no difference between La Bajada, Las Heras or Tablada, although the properties on San Martín have a plus due to their location,” Ferreyra explained.
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Close-up of Messi’s portrait in the May Day mural, one of the most recent in the neighborhood’s artistic tour
The broker stated that “Today there is no additional demand because it is Messi’s hometown.” However, tourists are part of the everyday landscape. “You see a lot of people walking around the area, taking photos in front of their house, the murals or the field where they started playing, but it doesn’t translate into a different real estate movement,” he added.
The environment and daily life
César Fernández Cívicoowner of Fernández Cívico Real Estate Consulting, has always known the area. Born and raised in the south of Rosario, he remembers a neighborhood life marked by the closeness between neighbors. “Before the 2006 World Cup in Germany it was common to see Messi walking freely around the area in his burgundy Peugeot. You would meet him in a bar or he would look for his mother at the family business,” he said.
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Typical house in the La Bajada neighborhood with a mural alluding to Messi, a few blocks from his birth home
The broker explained that “La Bajada and the entire southern area are characterized by being neighborhoods of low houses, with one or two floors at most.” Long-term residents predominate, families that remain in the place or return due to family ties. “It is not common for someone from another part of the city to move here; it is a neighborhood that preserves its identity,” he said.
Regarding prices, Fernández Cívico indicated that “Buying a house in the vicinity of Messi’s birthplace can cost between US$500 and US$700 per covered m2.”
This is equivalent to “US$45,000 or US$50,000 for an 80 m2 house, although there are larger options of 300 m2 that reach US$250,000.” Two-room hallways are also available for US$28,000.
Rentals, meanwhile, show good profitability. “A two-bedroom house valued at $50,000 or $60,000 can be rented for between $450,000 and $500,000 per month,” he estimated.
Messi circuit and tourist attraction
The artistic route that surrounds the neighborhood adds visitors every week. From Messi’s childhood home to the General Las Heras school and the Abanderado Grandoli club, the murals created by local artists are part of an urban art itinerary.
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Plaza Hernandez. Laprida corner Azara, on the grounds of the General Las Heras School (Photo Courtesy: Alba)
Lisandro Urteagamain author of the project together with Marlene Zuriagacoordinated interventions in different corners of the neighborhood: murals of more than 70 m2 that represent the Copa América, the World Cup and scenes from the player’s childhood. At each site, visitors can take photos and access information about its history.
The circuit is included in the official tourist guides and has already become a passing experience for those who visit Rosario. “The neighborhood maintains its essence, but today it is traveled at a different pace, with families, tourists and even contingents who get to know the place where it all began,” Ferreyra explained.
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Although there are still no gastronomic ventures or temporary rentals, the constant presence of visitors generates new opportunities. “For now it is a passing circuit, but there is greater movement, especially on weekends,” said the runner.
The urban transformation
The surroundings of La Bajada will be the protagonist in the coming months due to the realization of the South American Games 2026which will have Rosario as their main headquarters. On the land of the former Battalion 121 – a few blocks from Messi’s birthplace – the Olympic village and the new Provincial Aquatic Center are being built, with an indoor Olympic pool, changing rooms and a machine room.
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View of the new buildings under construction next to the property of the former Battalion 121, where the Olympic village for the 2026 South American Games is being built
Ferreyra maintained that “this urban planning chosen by the provincial State will change the imprint of the neighborhood.” The Olympic village will include 245 homes: 65 with one bedroom, 120 with two and 60 with three, totaling 20,354 m2. During the Games they will house athletes, and then they will be marketed within a provincial housing access program.
The competition will bring together more than 4,000 athletes from 15 countries for 15 days, with 57 disciplines in 38 sports. “This movement of works and people will generate a revaluation of the area,” concluded Ferreyra.
Growth and projection
The south of Rosario is going through a stage of renewal. The old military property was converted into a technological and sports center, and new buildings, commercial premises and green spaces are planned. Fernández Cívico stated: “La Bajada changed its appearance a lot. The neighborhood has history and today it gains projection thanks to sports and tourism.”
Messi is big on the Copa
For fans and those seeking to know the origins of the Argentine captain, a group of artists painted murals in the La Bajada neighborhood of Rosario, where Lionel Messi spent his childhood and began playing soccer (Photo Courtesy: Alba)
The runner explained that the area has the most active open-air shopping center in Rosarioon San Martín and Uriburu avenues, with a premises occupancy rate of over 98%. “The demand for commercial real estate in this area has outstanding profitability and vacancy is minimal,” he said.
In addition to the Santafesino Sports Museum – which exhibits one of Messi’s golden balls and a loot -, progress is being made in the remodeling of Ayacucho Avenue and in the opening of new streets to improve connectivity with the Parque Héroes de Malvinas.
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Wall with portraits of Lionel Messi in front of the La Bajada FC club, one of the most photographed points of the circuit
Fernández Cívico added that “the possibility of having a monument or public space dedicated to Messi would add even more movement and temporary accommodation.” In his vision, “the city is faced with a unique opportunity to promote tourism linked to sport and the figure of the world champion.”
Identity and belonging
Despite the interest that the neighborhood arouses, La Bajada retains the air of community that has characterized it for decades. Neighbors greet each other on the sidewalk, the streets bear historical names and Messi’s birthplace remains a family home without luxuries or modifications.
“The Messi effect did not translate into speculation or sudden changes. The neighborhood remains what it was: a corner of workers, simple stories and pride in its most famous neighbor,” Ferreyra summarized.
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Autograph: Note written by Lionel Messi dedicated “to César with affection”, preserved by César Fernández Civico, a real estate agent who operates in the area where the star was born
With the works underway and the expectation for the South American Games, the neighborhood where the world champion was born is preparing for a new stage. Between murals, memories and projects, La Bajada combines past, present and future in one of the most emblematic areas of southern Rosario.
