Abstract The installation of cable cars as part of slum beautification projects has begun to circulate among politicians, planners and residents as a magical solution that offers social and economic integration to historically marginalized urban areas. This paper analyzes the way in which a cable car project became a fetish for the inhabitants, politicians and planners of C azucá, a very deprived, abandoned and stigmatized area on the outskirts of B ogotá, C olombia. The highly positive value given to the cable car project must be understood within the specific local context without judging its ‘false promises’ a priori. The promise of the cable car in C azucá reveals at least two crucial political reasons for the current potency of such projects: a complex history of political failures and the political value cable cars have acquired nationally and internationally. We analyze how, for both residents and politicians, the mere possibility of a cable car awakened long neglected desires for visibility and created new ones, such as those related to tourism. They see the cable car as an ‘engine for social change’, a way to ensure the commitment of national and international funds, and a venue to brand the city on a global scale.