All Set for the 45th Edition of the Vitrina Turística de ANATO, with the Mexican Caribbean as the International Guest of Honor

The Vitrina Turística de ANATO will celebrate its 45th anniversary in 2026, consolidating itself as a world-class event and the key platform for professional engagement across the tourism value chain. For this edition, the Mexican Caribbean was selected as the International Guest Destination of Honor, as it is one of Mexico’s most emblematic destinations.

Colombia and the Mexican Caribbean continue to strengthen a strategic tourism relationship, driven by the growing interest of Colombian travelers in sun-and-beach destinations. In 2024 alone, more than 236,000 Colombians visited the Mexican Caribbean, representing 38.6% of Colombians traveling to Mexico and 2.3% of all international tourists received by the destination.

“These figures confirm that the Mexican Caribbean is one of the region’s favorites. Therefore, at ANATO we are pleased to announce that this Mexican state has been chosen as the International Guest Destination of Honor for the 45th edition of the Vitrina Turística, which will take place from February 25 to 27 at Corferias, Bogotá,” said Paula Cortés Calle, Executive President of ANATO.

The International Guest Destination of Honor in numbers

The Mexican Caribbean will serve as guest of honor, among other reasons, because according to the ANATO Quarterly Survey – ETA, between July and September 2025, Mexico—particularly Cancún—ranked among the top three international destinations most sold by associated travel agencies, with a 15.8% share, surpassed only by Spain and the Dominican Republic. Furthermore, more than 50% of Colombian tourists purchase sun-and-beach products, a segment in which the Mexican Caribbean is a global benchmark.

During the first nine months of 2025, 224,411 passengers traveled from Colombia to Cancún, the most representative city of the Mexican Caribbean in terms of tourism impact. Direct air connectivity from Bogotá and Medellín to Cancún stands out as well, with a total of 33 weekly direct frequencies offering more than 5,900 seats, reaffirming the importance of this route for the airline industry and Colombian travel agencies.

“It is an honor for the Mexican Caribbean to be the international guest destination at the 45th edition of the Vitrina Turística ANATO. This decision positions us as the leading tourism destination in Latin America and reaffirms our commitment to strengthening ties with the Colombian and Latin American markets. We are ready to showcase the diversity of experiences offered by our 12 destinations, always innovating to exceed every traveler’s expectations. The Mexican Caribbean welcomes you with open arms!” said Andrés Martínez, General Director of the Quintana Roo Tourism Promotion Council.

Highlights of the 45th Vitrina Turística de ANATO 2026

This edition will feature new exhibition space arrangements designed to offer greater order, visibility, and dynamism for all participants. International exhibitors will have an expanded and unified pavilion. Meanwhile, the national exhibition will be organized by tourism regions, making it easier to navigate and identify the offering.

Additionally, leisure areas and experiential spaces will be included to encourage interaction among sector stakeholders and enhance the visitor experience.

Another highlight is ANATO Capacita Tech Version, a training space for industry professionals focusing on technology, innovation, digital marketing, and trends. In 2025, it gathered more than 1,700 participants across 18 sessions, exceeding expectations by 134%. Given the strong interest in this initiative, the number of available spots will increase in 2026, with a goal of training over 2,000 professionals.

“Having the Mexican Caribbean as the guest destination at the Vitrina Turística ANATO 2026 strengthens the collaboration between airlines and travel agencies, boosting promotion between both destinations and generating new business opportunities,” emphasized the ANATO president.

Source: Mexico’s National Migration Institute, Aerocivil and ProColombia