Baja California Sur Promotes Investment at FITUR 2026

Baja California Sur promoted Mexico’s role as partner country at the International Tourism Fair (FITUR) 2026, aiming to strengthen its presence in Europe and position the state as a diversified, investment-ready destination beyond its traditional markets. The delegation included tourism promotion trusts and local business leaders, who held meetings with airlines, tour operators, and hotel groups during the fair.

Discussions focused on enhancing relationships with carriers such as Iberia and British Airways and advancing opportunities across continental Europe, targeting markets including Italy and France, which officials view as having strong potential for leisure and higher-spend travel segments.

A key highlight was Condor’s direct Frankfurt–Los Cabos route, which currently connects Baja California Sur with Germany and has reported high occupancy levels, according to state authorities. Officials view the route as a foundation to expand connectivity in Central Europe and boost the destination’s visibility in long-haul markets.

Baja California Sur’s participation was part of Mexico’s broader FITUR strategy. As the official partner country of FITUR 2026, Mexico presented an immersive exhibition showcasing regional diversity, cultural heritage, gastronomy, and established destinations. The national program also promoted priority projects in sustainability, infrastructure, and community development, aimed at attracting international investment and reinforcing Mexico’s positioning in high-value tourism markets.

FITUR 2026 Overview

The 46th edition of FITUR was held in Madrid, Spain, from Jan. 21–25, 2026. Organized by IFEMA MADRID, the event brought together public institutions, companies, and industry leaders focused on business development and sector transformation.

The fair spanned nine exhibition halls and featured more than 10,000 companies from 161 countries, including official representation from 111 countries, a 10% increase from 2025. FITUR 2026 hosted 967 main exhibitors and recorded an 11% rise in international participation.

Eighteen countries participated 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 included Abu Dhabi, Dubai, Zanzibar, and regions from Germany and the United Kingdom.