Visit beautiful Bolivia and walk the Che trail

In an effort to increase tourism, Bolivia has created a "Che trail" connecting the landmarks in "Che" Guevara's campaign to overthrow the government in the 1960s. After his death at the hands of Bolivian troops, the guerrilla leader became a left-wing icon. As the left regains strength in Latin and South America, Guevara's popularity is making something of a comeback. Entrepreneurs may not be part of his fan base, but they know a good thing when they see it and are taking advantage of renewed interest in the revolutionary to make a few bucks. They have even got a grant from the Bank for International Development to turn haciendas along the trail into "Che" museums and way stations for travellers.

The trail will complement the Ruta Guerrillero in Cuba which traces the advance of Guevara's column of rebels from Bayamo to Havana during the Cuban revolution. And of course the web gets into the act with theCHEstore.com which offers "the largest collection of Ernesto Che Guevara merchandise found anywhere in the world." A nice tank top or authentic beret, perhaps, for your hike along the Che trail or the Ruta Guerrillero.

Thus the revolutionary icon becomes a marketing icon. Who'd of thunk it.