Mexico Closes Historic FITUR 2026 Participation

Mexico concluded a historic run as Guest Country at the 46th International Tourism Fair (FITUR) 2026, recording unprecedented attendance that showcased the country’s strength, diversity, and competitiveness in one of the world’s most influential tourism industry forums. Minister of Tourism Josefina Rodríguez said Mexico achieved record levels of visibility and engagement, drawing more than 155,000 professional visitors in the first three days and installing the largest and most visited pavilion in the Americas. The 1,800m2 space featured participation from all 32 Mexican states and more than 1,500 exhibitors for the first time.

Held from Jan. 21 to Jan. 25 at IFEMA Madrid, FITUR 2026 served as a platform for Mexico to advance an agenda focused on promotion, connectivity, investment, and tourism culture. The Mexican delegation included more than 800 participants, including government officials, business leaders, and productive-sector representatives.

Rodríguez said Mexico’s role as Guest Country marked a turning point in its international tourism projection, positioning the country as a global tourism power and a leading industry reference.

Beyond pavilion attendance and promotional activities, FITUR 2026 also became a stage for major announcements that underscored Mexico’s expanding air connectivity and investment momentum. Aeroméxico announced new routes linking Mexico City to Barcelona and Monterrey to Paris, bringing its European operations to 71 weekly flights. Iberia and other airlines also expanded connectivity with new routes including Monterrey–Madrid and Guadalajara–Madrid. Meanwhile, Wyndham Hotels & Resorts announced it is conducting a feasibility study to develop up to 25 new hotels in Mexico, reinforcing lodging capacity and boosting investor confidence in foreign-capital tourism projects.

Discussions were launched to explore new air connections between Guanajuato and European cities, while Mexico strengthened its tourism investment agenda through participation in business forums organized by BBVA and Santander, as well as meetings with international hotel groups.

Mexico’s presence extended well beyond the exhibition halls, reinforcing its tourism narrative through culture and diplomacy. A Wixárika art installation was displayed at Madrid’s Puerta del Sol, while more than 100 cultural activities were held inside and outside IFEMA. These efforts generated more than 150,000 in-person interactions and millions of social media impressions. On the institutional front, Rodríguez held meetings with international authorities to advance a strategic agenda focused on community-based tourism and international cooperation, positioning sustainability and inclusion as central pillars of Mexico’s tourism policy.

FITUR 2026 also marked an unprecedented push to promote Mexican destinations across Europe through high-visibility agreements. Mexico secured promotional placements on FlixBus vehicles and Madrid Metro stations, along with the installation of Ventana México, a dedicated space for the sale and exhibition of Mexican handicrafts. The participation of Indigenous communities during the inauguration and cultural programming highlighted community tourism as a strategic axis of national tourism policy.

Rodríguez said Mexico’s FITUR 2026 participation strengthened its global tourism brand, demonstrating sector unity, a solid value proposition and significant growth opportunities in a pivotal year for the consolidation of the national tourism industry.

Mexican States Launch Sustainable Tourism Guide at FITUR 2026

As part of broader efforts to align competitiveness with sustainability, Mexico’s state tourism authorities used FITUR 2026 to present a national guide aimed at harmonizing sustainable practices across the tourism sector.

The guide, titled Sustainable Tourism: Mexico in Motion, was introduced by Mexico’s Association of Tourism Ministries (ASETUR) and coordinated by the Nuevo Leon Ministry of Tourism. It compiles sustainability practices developed by subnational governments and provides a structured reference for public policy and industry stakeholders, reported MBN. 

The document was developed under the leadership of ASETUR’s Sustainability Commission, chaired by Nuevo Leon since April 2025. Using standardized evaluation criteria, the process collected, reviewed and validated one sustainability practice from each of Mexico’s 32 states.

Nuevo Leon Tourism Minister Maricarmen Martínez Villarreal said the guide reflects coordinated intergovernmental work and advances a shared national vision for sustainable tourism grounded in measurable outcomes.

Practices are grouped into four strategic areas: biodiversity and ecological processes; inclusion and sociocultural authenticity; resource optimization; and technical and institutional support, allowing stakeholders to identify trends, replicable models and shared challenges.

The guide was presented during an ASETUR working meeting led by Bernardo Cueto, Minister of Tourism, Quintana Roo, and President, ASETUR, who emphasized the importance of long-term collaboration to enhance the international competitiveness of Mexican destinations.

Grupo Mundo Maya Promotes Commercial Strategy at FITUR 2026

While Mexico advanced its national positioning, FITUR also served as a critical platform for corporate strategy and long-term business development. Parallel to the national agenda, private-sector initiatives also gained prominence at FITUR, reflecting coordinated efforts to strengthen Mexico’s tourism ecosystem. 

Grupo Mundo Maya presented a strategy aimed at expanding its commercial operations and reinforcing its business network, with the goal of attracting increased investment flows to southeastern Mexico and consolidating its connectivity and lodging ecosystem among international operators. According to the organization, FITUR’s annual attendance of more than 150,000 professionals makes it an essential venue for international visibility.

The company said its integrated model, combining logistics, connectivity and experiential tourism, enables structured destination sales and direct engagement with airlines and tour operators, opening the door to new partnerships, visitor growth and diversified source markets. Grupo Mundo Maya said the initiative reinforces its long-term growth vision and its role as a key driver of tourism-related economic development in Mexico.

Mexico also received the Pro Tempore Presidency of the Mundo Maya Organization for the 2026–2028 period, reinforcing its regional leadership in tourism development.