Mexico prepares for historic participation in the 2026 International Tourism Fair in Madrid, Spain

Mexican Tourism Secretary Josefina Rodríguez Zamora announced that Mexico will experience a historic edition of the 2026 International Tourism Fair (Fitur), where it will be the Guest Country, with an unprecedented display that will showcase its cultural, natural, and tourism wealth to the world.

“As the president says: I didn't come alone, we all came. Today, 32 states are coming; artisans, cooks, tour guides, tour operators, travel agencies, and many more who haven't had the privilege of showcasing the richness of each state before,” she emphasized.

Accompanied by the Spanish ambassador to Mexico, Juan Duarte Cuadrado, the head of the Ministry of Tourism (Sectur) emphasized that the Mexican pavilion will mark a milestone by becoming the largest in the history of our country, with a surface area of ​​1,780 square meters on the ground floor and 158 square meters on the first floor for offices, the largest in the Americas.

She emphasized that all 32 states will be represented in this space, including a special section for the three host cities of the 2026 World Cup. In addition, a delegation of more than 800 people is expected, including business leaders and state representatives, the largest recorded to date.

“Fitur 2026 will have Mexico's largest participation in its history; it will be the event with which we will kick off a historic year for national tourism, where we will showcase to the world the grandeur of our culture, the diversity of our destinations, and the strength of our tourism industry. It will also be the starting point for consolidating our country as an international benchmark in tourism,” she stated.

Rodríguez Zamora explained that the goal for 2026 is to surpass the results achieved in the 2025 edition, which brought together more than 250,000 visitors, 155,000 of whom were professionals from 156 countries.

It was also announced that, as part of the international promotional strategy, Mexico's presence in Madrid will extend beyond the fair walls. During that week, the Spanish capital will be adorned with the colors, sounds, and flavors of Mexico through activities in iconic venues: wrestling matches, trajinera assembly, exhibitions of monumental alebrijes, fashion shows featuring traditional textiles, catrina parades, immersive Mayan Train experiences, concerts with renowned artists, floats, Mexican decor, and gastronomic showcases such as the "Taco Challenge," which will bring together renowned chefs from Mexico and Spain.

"The activations we'll be holding in Madrid will bring a little piece of Mexico to Spain. Every trajinera, every alebrije, every catrina, and every flavor will be a bridge for the Spanish public to experience our joy, our traditions, and the pride of being Mexican," she said.

The Secretary of Tourism added that this agenda will include "Window to Mexico," a unique space at the Residence of the Mexican Ambassador to Spain, where the 32 states will have the opportunity to showcase their tourism, cultural, and culinary offerings.

"It will be a promotional space where the states will promote their many tourist destinations and attractions, and showcase the distinctive artisanal, cultural, and gastronomic products of each region internationally," he said.

She also highlighted that to strengthen ties with the Spanish tourism industry, seminars, destination presentations, and webinars with leading travel agencies will be held from October to January, as well as a special campaign that will showcase Mexico's image to various agency networks throughout the country.

For his part, the Spanish ambassador to Mexico, Juan Duarte Cuadrado, thanked President Claudia Sheinbaum Pardo for joining this major tourism fair, which will feature Mexico as a guest country for the first time.

"It's going to be a great celebration. A display of art, culture, gastronomy, joie de vivre, and that very special essence of this country, a melting pot of cultures that makes it unique in the world," she said.

At the event, FITUR Director María Valcarce Rodríguez recognized Secretary Josefina Rodríguez's commitment to this fair and to promoting tourism as a driver of economic, social, and cultural development.

"Mexico's designation as a Guest Country is not only a recognition of its tourism trajectory, but also a celebration of its capacity to innovate, grow, improve, and lead trends in sustainable and community-based tourism," he stated.

Speaking at the event, Mexico City's Secretary of Tourism, Alejandra Frausto Guerrero, stated, "From Mexico City, we want to demonstrate that we are a vibrant, diverse, and welcoming capital, combining modernity with tradition, nature with culture, and that we have the honor of hosting the next World Cup. We will arrive with enthusiasm, creativity, and the certainty that this will be a historic edition that will mark a before and after for our country at the most important tourism fair in the world."

The presentation was also attended by the presidents of the National Tourism Business Council, Braulio Arsuaga Losada; the president of the National Chamber of the Restaurant and Seasoned Food Industry, Ignacio Alarcón Rodríguez Pacheco; the president of the National Chamber of Passenger and Tourism Transportation, Luis Antonio Zaldivar Sánchez; the president of the Mexican Group of Travel Agencies and Tourism Companies, Judith Guerra Aguijosa; the president of the National Chamber of Air Transportation, Cuitláhuac Gutiérrez; and the president of the Mexican Association of Hotels and Motels, Miguel Ángel Fong González, among others.

Source: SECTUR.