The Mexican Caribbean launches a new global offensive to consolidate its tourism leadership

During FITUR 2026, Travel2latam interviewed Bernardo Cueto Riestra, Secretary of Tourism of Quintana Roo and President of ASETUR, who highlighted the impact of the fair in terms of promotion, business and international visibility, as well as the launch of a new global campaign for the Mexican Caribbean.

How has your experience at FITUR been this year?

As always, we are very pleased to be able to promote the Mexican Caribbean. We never miss our appointments at international trade fairs because we are a major benchmark, and today, more than ever, we came to support the great effort made by Mexico as a partner and guest country, with a significant display of the Mexico and Mexican Caribbean brands both inside IFEMA and on the streets of Madrid.

Furthermore, we support the efforts of our business owners who are here promoting our product. We are convinced that this FITUR will be historic for Quintana Roo, one of the most important in terms of sales and positioning, and also a strong statement of intent for 2026, which we hope will be a very successful year for tourism in the Mexican Caribbean.

FITUR has just begun and there's already a large influx of visitors. What's your assessment so far?

The pavilion has been packed. I was just talking to one of our exhibitors who had 50 appointments yesterday alone, which demonstrates the enormous importance of bringing our tourism product with them. We're very pleased because we also took the opportunity to launch a new campaign.

Today we tell the world that the Mexican Caribbean is the world capital of vacations, convinced that millions and millions of tourists will continue to visit us to enjoy the 12 destinations that make up the Mexican Caribbean.

What message are they trying to convey with this new campaign?

We want to share with the world that today, more than ever, your vacation will be an unforgettable experience in the Mexican Caribbean. We continue working very hard to ensure our tourists enjoy an unparalleled tourism product that is not just sun and sand: it also includes gastronomy, culture, entertainment, and a spectacular selection of hotels, with luxury options for all budgets.

All of this is complemented by the exceptional service of our people. Mexico is known for its hospitality, and that is an essential part of what we offer. That's why we've come to FITUR to reaffirm that message: the Mexican Caribbean, the vacation capital of the world, is right here.