Mexico, a FITUR 2026 Partner Country, presents itself to the world as a destination of high cultural and natural impact

The Secretary of Tourism of the Mexican Government, Josefina Rodríguez Zamora, announced a broad program to showcase Mexico's wealth, diversity, and potential for international investment to the global tourism market.

Madrid, September 23, 2025. With the support of the Mexican Embassy in Spain, the agenda of activities that Mexico will have as a Partner Country of FITUR 2026, the International Tourism Fair to be held from January 21 to 25 at IFEMA MADRID, has been presented. The announcement, which took place at the Residence of said Diplomatic Representation, was attended by the Secretary of Tourism, Josefina Rodríguez Zamora; the Mexican Ambassador to Spain, Quirino Ordaz; the Coordinator of the Economic Development Advisory Council, Altagracia Gómez; the President of ASETUR, Bernardo Cueto Riestra; and the Executive Vice President of IFEMA MADRID, Daniel Martínez.

During the presentation, the Secretary of Tourism stated that "being a Guest Country at FITUR 2026 represents a strategic opportunity to position Mexico as a global tourism powerhouse, highlight its cultural, natural, and culinary riches, and showcase new routes and emerging destinations to industry professionals, investors, international media, and tourists."

FITUR 2026, key platform

Mexico's role as a FITUR 2026 Partner Country comes at a time of growth for its tourism industry. From January to July 2025, foreign exchange revenue generated by international visitors reached $21.682 billion, a 6.8 percent increase compared to the same period in 2024. Furthermore, the country welcomed 27.7 million international tourists, 7.2 percent more than in 2024, while the total number of international visitors exceeded 55.8 million, an increase of 13.5 percent.

These figures reflect Mexico's confidence and global appeal and motivate it to take advantage of the Fair to boost its visibility, attract new investment, and advance toward its goal of becoming the fifth most visited country in the world by 2030.

During the 46th edition of FITUR, Mexico will feature an innovative, immersive, and interactive space where it will showcase its tourist regions, Magical Towns, and a diverse offering ranging from established destinations—such as its 35 sites inscribed on the UNESCO World Heritage List or iconic celebrations like the Day of the Dead and the Veracruz Carnival—to undiscovered gems.

During the fair, presentations, cultural activities, and strategic meetings with key players in the global tourism industry will be held. Priority projects in sustainability, infrastructure, and community development will also be promoted, in addition to meetings with private sector and potential investors, consolidating FITUR as a high-impact platform for the sector's growth.

Participation as a leading country coincides with a historic moment of international projection, as Mexico will host the 2026 World Cup. This unprecedented event will allow football and tourism to converge in a unique experience, inviting the world to discover far beyond the stadiums: cultural routes, vibrant gastronomy, craftsmanship, design, and our unique hospitality. FITUR 2026 will be the starting point for a narrative that showcases Mexico as a world-class destination and a gateway to unforgettable adventures.

“FITUR 2026 will be an exceptional showcase for Mexico, with the largest pavilion in the Americas, highlighting our culture, traditions, and the grandeur of our country. We will have the participation of 32 states, with gastronomic and artisanal stands, cultural activations, and presentations that invite tourists to experience unique experiences. Today, Mexico offers community-based tourism, conventions, health, romance, and sports tourism; unique segments that allow you to discover and experience our country,” declared Rodríguez Zamora, Secretary of Tourism.

For his part, the Mexican Ambassador to Spain, Quirino Ordaz, emphasized, "Mexico being a Partner Country of FITUR 2026 is a historic milestone that projects its presence not only in Spain but throughout the world. This global showcase will strengthen trade, community, and cooperation ties, and open the door to greater tourism exchange and strategic investments that will benefit both sides of the Atlantic." The Ministry of Foreign Affairs, through the Mexican Embassy in Spain, provides institutional support and coordinates tourism promotion activities within the framework of FITUR, in order to make the most of one of the most important trade fairs in the sector with great international reach, in adherence to the public diplomacy and tourism strategy promoted by the Government of Mexico.

Finally, Daniel Martínez, Executive Vice President of IFEMA MADRID, emphasized that “FITUR 2026 will be a historic edition with an unprecedented commitment to the generation, exchange, and dissemination of knowledge, and it is an honor to have Mexico as a Partner Country, as it is an example of a global tourism power thanks to its commitment to the transformation of destinations and its support for local communities, innovation, and the promotion of biocultural heritage.”

Source: FITUR.