SECTUR concludes its promotional tour and preparatory sessions for Fitur 2026

Mexican Secretary of Tourism Josefina Rodríguez Zamora successfully concluded a working tour of Spain, where she held meetings to showcase Mexico's cultural and tourism wealth and continue preparations for our country's significant participation as a Guest Country at FITUR 2026.

During this tour, the head of the Ministry of Tourism (Sectur) was accompanied by the Mexican ambassador to Spain, Quirino Ordaz Coppel, as well as the Secretaries of Tourism of Quintana Roo, Bernardo Cueto Riestra; of Baja California, Zaida Luz López Sánchez; of Baja California Sur, Rosa Maribel Collins Sánchez; and of Michoacán, Roberto Monroy García.

She also met with Ximena Caraza Campos, director of the Casa de México Foundation in Spain, to design activities that will give greater visibility to Mexican culture, crafts, and cuisine leading up to Fitur 2026.

During the meeting, she highlighted the work of this foundation as "the largest window to Mexico we have in Europe" and toured the exhibition "The Middle of the World. Women in Indigenous Mexico," which brings together 98 pieces of pre-Hispanic art and addresses various topics, such as the representation of the body, the occupations and roles assigned to women, their place in power structures, and the sacred dimension of the feminine in Mexico's indigenous cultures.

A tour of the IFEMA Madrid facilities, home of the International Tourism Fair, was also provided. Mexico will showcase its historical, culinary, artisanal, and natural heritage in a historic pavilion from January 21 to 25, 2026.

In this context, and also accompanied by the coordinator of the Economic Development Advisory Council, Altagracia Gómez Sierra, the head of Sectur led a press conference at the Residence of the Mexican Embassy in Spain, where she emphasized that Mexico's presence at Fitur 2026 will be an opportunity to attract investment, consolidate tourism promotion, and advance toward the goal of positioning the country as the fifth most visited destination in the world by 2030.

The secretary added that there will be an innovative, immersive, and interactive space to showcase its tourist regions, Magical Towns, and diverse destinations, in addition to cultural presentations and strategic meetings with industry leaders.

The tour also included meetings with key tourism stakeholders, including Spain's Minister of Industry and Tourism, Jordi Hereu i Boher, with whom he discussed the global tourism landscape, with an emphasis on consolidating the Spanish market as one of the main exporters to Mexico.

Likewise, the importance of diversifying tourism offerings, improving connectivity, and adopting best practices in the development of smart destinations was discussed, with the goal of attracting more tourists and increasing average spending in our country.

The delegation visited Mastercard's Tourism Innovation Hub, where they met with its executives. This space promotes innovation, digitalization, and sustainability in the sector and represents an opportunity to strengthen Mexico's vision for 2026, a year in which our country will play a leading role on major international stages.

Among the activities carried out, the volumetric display of the Mexico brand was unveiled at the Yelmo Cinema, in collaboration with Cinépolis, with the aim of projecting our country's image worldwide and strengthening the brand.

"We want the entire world to be able to see us, recognize us, and fall in love with the cultural, natural, and human richness of our country from Spain. This is a window for more people to learn about Mexico, be encouraged to visit us, and discover that every destination has a unique story to tell," said Rodríguez Zamora.

They also met with Vicente Fenollar Molina, CEO of Ávoris, and Miquel Moyá, CEO of Viajes El Corte Inglés, to whom they presented Mexico's main tourist attractions. "With these alliances, we will be able to attract new markets and more tourists to Mexico," concluded Rodríguez Zamora.

Source: SECTUR.