Mexico is making significant strides to bolster its international tourism presence by participating as the guest country at the 2026 edition of the Feria Internacional de Turismo (Fitur) in Madrid, Spain. This annual event is recognized as one of the most important gatherings for tourism professionals globally.
Josefina Rodríguez Zamora, the Secretary of Tourism for Mexico, shared insights about Mexico's role during the recently held Fitur 2025. "We are pleased to confirm Mexico’s participation as the guest country for the 2026 tourism fair. This will allow Mexico to have a privileged position to showcase its tourist attractions globally," she stated. This participation is not just about showcasing landmarks; it's about sharing the richness of Mexico’s cultural heritage and culinary delights. Rodríguez Zamora added, "The essence of Mexico will also be present on the streets of Madrid and other parts of Europe," detailing plans for cultural activations from March 2025 until January 2026.
During Fitur 2025, the assembly witnessed Mexico's substantial pavilion—the largest from any American country—boasting vibrant displays of gastronomy, crafts, and rich traditions. This pavilion was highly frequented, catering to over 5,000 international tourism sector members, particularly from the European market.
Rodríguez Zamora highlighted the significant economic role of tourism, noting, "The tourism GDP of Mexico reached 2.6 trillion pesos this past year," marking a 4.4 percent increase from 2022. The spike reflects Mexico's resilience and growth strategy amid global travel fluctuations. During the January to November 2024 period, Mexico welcomed approximately 77.4 million international visitors, garnering nearly 29.25 billion dollars from international visitors—a 7.2 percent rise relative to the previous year.
On the second day of Fitur, important agreements were also signed to strengthen cultural ties. For example, Nelly Carrasco Godínez, the Secretary of Culture and Tourism for the State of Mexico, expressed enthusiasm during the signing of the agreement to establish sister city relationships between the Magic Town of Otumba and Tembleque, Spain. "We proudly represent the State of Mexico. Our dear Governor Delfina Gómez Álvarez has instructed us to strengthen the State of Mexico internationally as a Destino Hecho a Mano," she remarked. This initiative aims to highlight the unique experiences available to tourists visiting the State of Mexico.
One of the focal points of this collaboration will be the promotion of traditional artisan crafts. Agreements were discussed with representatives from Casa México to facilitate the international showcasing of artisanal products made by skilled masters from the region, paving the way for Mexican artisans to reach broader audiences.
Looking forward to FITUR 2026, the intention is clear: to present the vast offerings from all 32 states of Mexico, emphasizing the diversity and richness available to international travelers. The association with Fitur is strategically aligned with Mexico's preparations for the upcoming FIFA World Cup 2026, as tourism officials aim to present the country as a premier destination capable of enchanting visitors. This expected influx of visitors due to the World Cup presents another layer of opportunity to leverage the Fitur platform.
Overall, Mexico's active participation at Fitur and the careful orchestration of its cultural presentations signals its commitment to enhancing its global presence. The preparations for 2026 not only aim to highlight tourism but also to celebrate the deep cultural heritage of the nation on the world stage. With attempts to connect with international markets, Mexico is poised to captivate audiences with its vibrant culture, offering unforgettable experiences to travelers from around the globe.