Nayarit Pitches Long-Term Sustainable Tourism at FITUR 2026

Nayarit is promoting its sustainable tourism policy at the 2026 International Tourism Fair (FITUR), presenting a development model that integrates environmental protection, long-term planning and coordinated governance. The strategy was presented at FITUR by Juan Enrique Suárez del Real, the state’s secretary of tourism. Mexico is attending FITUR 2026 as an official partner country, with all 32 states represented.

Suárez del Real said Nayarit’s participation reflects a defined public policy approach centered on sustainability, in which tourism growth is guided by land-use planning, regulatory compliance and collaboration among state and municipal authorities, the private sector and local communities.

Environmental criteria are embedded in tourism development, including landscape integration, ecosystem protection and the responsible use of natural resources. The state also works with academic institutions, service providers and civil society organizations to promote local employment, strengthen regional supply chains and build community acceptance of new projects, with the goal of ensuring that tourism generates shared economic benefits.

This policy framework underpins Nayarit’s broader tourism and economic profile. Tourism has become one of the state’s main drivers of economic growth in recent years, supported by steady visitor inflows and an expanding range of services. Authorities report that sector growth has been accompanied by investments in workforce professionalization, tourist safety and destination management.

A central pillar of the strategy is foreign investment attraction. Nayarit has developed a portfolio of tourism projects led by international groups in the luxury and ultra-luxury segments, lifestyle hospitality, tourism-oriented residential developments and high-value experiences. State officials said coordination among public agencies and private developers is designed to streamline planning and permitting while maintaining environmental and regulatory standards.

At FITUR 2026, Nayarit will participate in events such as Fiesta México and the official reception organized by Mexico’s federal tourism ministry. The state is also sponsoring Panel 4, “The Future of Tourism Communication,” and will attend the UN Tourism affiliate members meeting, aligning its destination strategy with global discussions on sustainability and governance in the tourism industry.

FITUR 2026 spans nine exhibition halls and brings together more than 10,000 companies from 161 countries. Of these, 111 countries have official representation, a 10% increase compared with the 2025 edition. The fair features 967 main exhibitors and has recorded an 11% rise in overall international participation.

This year’s edition also includes 18 countries participating for the first time, primarily from Africa and the Asia-Pacific region. Participation from Africa increased 34%, while Asia-Pacific representation rose 22%. New or expanded presences include Abu Dhabi, Dubai and Zanzibar, as well as regions from Germany and the United Kingdom.

FITUR’s growth reflects broader trends in global tourism. According to UN Tourism, more than 1.1 billion international travelers were recorded worldwide between January and September 2025, exceeding pre-pandemic levels reached in 2019.