Colima is presented in Europe as an authentic Mexican destination between the sea and the mountains

Within the framework of FITUR, Travel2latam spoke with Jorge Padilla Castillo, who led the delegation of the state of Colima in its first participation in the fair, with the objective of positioning the destination before the European market and showing a different, deep and authentic Mexico.

What does it mean for Colima to participate for the first time in an international fair like FITUR?

It is a tremendous honor to bring a delegation from Colima to speak about all the richness we have in our state. It is also a great responsibility because we are representing Colima at the direction of our governor. Being here opens a spectacular window to new markets in Europe and around the world, and we are certain that this will be the first of many opportunities.

How would you define Colima's tourism offering for the international market?

Colima is an authentic, truly Mexican, and deeply human destination. It offers the opportunity to discover the real, authentic Mexico. We are a small state, embodying the concept of "from the sea to the mountains": we have 160 kilometers of coastline with spectacular beaches and, within a very small area, an active volcano that fosters impressive biodiversity. We boast 14 microclimates, each with its own ecosystem, a wide variety of birds and reptiles, and a thriving agricultural sector.

What gastronomic and productive elements distinguish the state?

We have some very special products, such as one of the best salts in the world, harvested by hand for over 500 years from springs near the sea. It's a salt highly prized by chefs because it enhances the flavor of food. We also produce bananas, papayas, melons, lemons, pineapples, and coconuts, and all of this is reflected in our rich and diverse cuisine.

How does Colima's port history influence its cultural identity?

Manzanillo is Mexico's most important port and was historically one of the first ports founded due to its geographical advantages. This fostered a strong cultural exchange, especially with the Philippines, which influenced the cuisine and the production of our tuzca, an agave distillate similar to mezcal, made with stills of Filipino origin. All of this gives Colima a very distinctive cultural and gastronomic identity.

Beyond trade fairs, what promotional activities do you have planned for 2026?

In recent years, we've streamlined our finances, strengthened our digital ecosystem, and expanded Colima's presence across multiple platforms. Expanding into Europe is a logical consequence of that work. We want Spain and other markets to discover a new, authentic, and unique destination in Mexico that can surprise international travelers.

What role do travel agents and tour operators play in this strategy?

They are fundamental because they are the ones who connect us with the end consumer. At these types of trade shows, they are the most important players in the industry, along with service providers, and that's why it's crucial for us to take advantage of this space to engage in dialogue, build relationships, and create new business opportunities.