Mexico strengthens its international strategy at ANATO 2026 and consolidates Colombia as a priority market

Within the framework of the ANATO 2026 Tourism Showcase, considered the main tourism fair in Latin America and held from February 25 to 27 in Bogotá, the Mexican Ministry of Tourism promoted a work agenda aimed at strengthening the bilateral relationship with Colombia and expanding commercial opportunities for the sector.

The head of the agency, Josefina Rodríguez Zamora, led meetings with more than 70 tour operators that market Mexican destinations, in addition to holding meetings with local authorities and industry representatives. The objective was to consolidate alliances, promote air connectivity, and strengthen the country's presence in one of its most important source markets.

During the activities, the official emphasized that Mexico's participation in the fair confirms the strategic importance of the Colombian market for regional growth. Mexico had the largest pavilion at the event, covering more than 360 square meters, and presented a diversified tourism offering that included products such as the Maya Train, community-based tourism experiences, and new cultural and nature-based attractions.

Colombia currently ranks as the fourth largest international source of visitors to Mexico, with approximately 430,000 tourists arriving by air between January and December 2025, which is equivalent to 2.1% of total international arrivals.

Accompanied by the Mexican ambassador to Colombia, Martha Patricia Ruiz Anchondo, and the director of Human Rights at the National Migration Institute, Luis Francisco Fierro Sosa, the delegation promoted initiatives to facilitate travel, streamline migration processes, and strengthen regional cooperation. The strategy also included the participation of 12 Mexican states and more than 20 destinations, among them Mexico City, Yucatán, Veracruz, Puebla, Guanajuato, Los Cabos, Querétaro, San Luis Potosí, Ixtapa-Zihuatanejo, Mazatlán, Michoacán, Tlaxcala, and Los Mochis.

Rodríguez Zamora reiterated that Mexican migration policy is based on respect for human rights and an orderly approach, with the purpose of ensuring that the experience of hospitality is reflected from the moment of arrival in the country.

He also noted that 2026 will be a key year for tourism promotion due to the World Cup, an event that will showcase the country's rich cultural, gastronomic, and natural heritage. In this context, he invited tour operators to incorporate the "Fan Routes 2026" into their offerings, designed to encourage visitors to explore different regions beyond the host cities.