Mexico made significant strides at the 2025 International Tourism Fair (FITUR), which commenced on January 25 and is held annually in Madrid, Spain. This year's participation aimed not only to showcase the diverse attractions of its states but also to engage with international partners to promote sustainable tourism practices.
One highlight came from Guerrero, where local authorities signed agreements with the sports organization, Deporte, committing to host world-class sporting events such as the Ironman, Triathlon, and Spartan races throughout the region. Wilbert Moguel, the director of Deporte, expressed gratitude to Governor Evelyn Salgado Pineda for her support, stating, "El evento es una excelente oportunidad para fortalecer la imagen turística de Guerrero...." This collaboration aims to diversify tourism benefits across Acapulco and its surrounding areas, instead of focusing solely on affluent zones.
Meanwhile, Querétaro's Secretary of Tourism, Mariana Ortiz Cabrera, engaged with various international representatives to fortify their tourism agenda. During one notable discussion with May Escobar, Councillor for Tourism from Segovia, they shared insights on mutual challenges and opportunities inherent to both cities' non-coastal heritage. Ortiz emphasized, "Debemos hacer sinergia en cuestiones turísticas, tener una agenda activa en promoción." Such exchanges lay the groundwork for potential city partnerships.
Querétaro is also forging ties with Braga, Portugal, underlining its commitment to embracing new technological advancements within the tourism sphere. By linking with Braga's Centro de Innovación y Tecnología Creativa, both cities, classified as Creative Cities by UNESCO, plan to implement sustainable tourism initiatives through innovation.
On the religious tourism front, Querétaro is set to collaborate with Manolo Murillo of Córdoba's Brotherhood Associations, leveraging both regions' rich religious heritage to create shared experiences. Murillo stated, "Queremos atraer un mayor flujo de visitantes interesados en el turismo religioso," indicating the importance of this cultural exchange.
The overarching goal for both Guerrero and Querétaro is to leverage these collaborative efforts to invigorate local economies through increased tourist traffic and event programming. Government officials stress the necessity of diversifying tourist attractions and enhancing the overall experience.
While participating at FITUR, both states showcased how effective international partnerships can lead to sustainable tourism practices, drawing attention to the inherent riches found within not just popular beach destinations, but also artistic, athletic, and cultural aspects of their regions. This collaborative approach stands as proof of Mexico's commitment to innovation and growth within the tourism sector.