Quintana Roo made history at FITUR Madrid and consolidated its position as a global tourism powerhouse: Mara Lezama

“Without a doubt, this is the best International Tourism Fair (FITUR) in the history of Quintana Roo; we worked with a very clear objective: that the success of tourism be with shared well-being and prosperity,” said Governor Mara Lezama Espinosa, summarizing the achievements of a busy and extraordinary agenda.

Mara Lezama said that the participation of Quintana Roo, the Mexican Caribbean, World Capital of Vacations, in FITUR 2026 will bring great years for the people of Quintana Roo, due to the great work done, with a vision for the future.

“Participation in FITUR 2026 set a historic precedent, consolidating itself as the best edition for Quintana Roo, thanks to a broad, strategic agenda and with resounding results in investment, connectivity, promotion and international alliances,” explained the head of the Executive.

During three and a half days of activities, equivalent to 84 hours of work, Quintana Roo announced a historic investment of 250 million dollars by the Excellence Group, which will build its sixth hotel in the state: Finest Puerto Morelos, strengthening the confidence of international investors in the Mexican Caribbean.

Regarding air connectivity, Mara Lezama highlighted that Viva Aerobus will resume the Acapulco-Cancun flight, a key route for tourism and economic recovery, in addition to strengthening the air network of the state's airports.

Together with Encarna Piñero, CEO of Grupo Piñero, the Governor confirmed the ongoing promotion of the new international campaign "The Mexican Caribbean, the World Capital of Vacations," which constantly promotes Quintana Roo's 12 tourist destinations on global platforms.

Also confirmed was the PGA tournament at Tulum Country Club, from April 16 to 19, as part of the Latin American Professional Championship.

“And yes, a new campaign, because Quintana Roo has it all, all possible ways to vacation are present in our 12 destinations; we want the world to fall in love and return to Quintana Roo again and again, we want our investors and strategic partners to connect, invest and grow,” the head of the Executive pointed out.

Mara Lezama emphasized Quintana Roo's strong commitment to the World Cup, where the Mexican Caribbean will serve as the gateway, with direct connections to the 16 host cities and over 120 cities worldwide. Within this framework, a strategic meeting was held with Ávoris, the group that markets the largest number of World Cup packages in Europe, sending more than 200,000 passengers annually to Quintana Roo and representing the Spanish National Football Team. This was complemented by collaborative efforts with World2Meet, World2Fly, and Iberostar, partners that transport more than one million tourists each year.

In an unprecedented event, the Governor highlighted that tourism was democratized at FITUR, by allowing artisans to directly promote and market six rural and community tourism experiences: Jungle and Chicle, Hanging Snakes, Tour in Tihosuco, Canals of Muyil, Embroidery in Xpichil and Mayan Milpa.

Before business, tourism, hotel and banking forums, such as BBVA and Santander, it was made clear that Quintana Roo is experiencing sustained growth, yes, but with sustainable development, positioning itself as an investment lever towards the World Cup, with Base Camps, Fan Zones, agreements with international tour operators and top-level security protocols.

During the Fair, Mara Lezama celebrated the historic moment that world tourism is experiencing, congratulating Shaikha Al Nowais, the first female Secretary General of UN Tourism, and Gloria Guevara, ratified as head of the WTTC, highlighting female leadership in the main international organizations of the sector.

The agenda included key meetings with Altagracia Gómez, president of the Federal Government's Economic Development Council; with Gustavo Viescas, president for Latin America and the Caribbean of Wyndham Hotels & Resorts; and with Inverotel, leaders of the tourism sector and Spanish investors, following up on the investment portfolio.

In addition, Quintana Roo was recognized for its progress in planning and security during the dialogue with the country's Secretaries of Tourism.

With its 12 tourist destinations, the state inaugurated the Mexican Caribbean Pavilion, made up of more than 70 exhibitors, municipal presidents, hotel representatives and artisans, as well as the Mexico Pavilion, together with Secretary Josefina Rodríguez and Ambassador Quirino Ordaz.

International promotion reached record figures, with a presence in Puerta del Sol, impacting 6.5 million people, in Plaza Callao, one of the most visited in Europe, and at Madrid-Barajas International Airport, with more than 6 million impacts.

Finally, international events were announced such as HYROX Cancun, the Mexican Caribbean Gastronomic Festival in Cozumel, the Great Mexican Caribbean Fishing Circuit and, for the second year in a row, the Premier Padel Cancun P2.

“Without a doubt, this has been the best FITUR in Quintana Roo’s history, thanks to the packed agenda, the connectivity, the new trade agreements, the commitment to investment, and the democratization of tourism. The goal is clear: that tourism success translates into shared well-being and prosperity,” stated the governor, who affirmed that she is returning to the state to continue working with a vision for the future for the well-being of its people.

Source: Government of Quintana Roo.