Guanajuato is betting on Colombia to continue growing as its third largest international market

What are Guanajuato's objectives in entering the Colombian market?

Colombia is currently Guanajuato's third most important international market, after the United States and Spain. Nearly 200,000 Colombians travel to the state each year, and the goal is to increase that number.

We have been working intensively in this market. In November, we conducted a roadshow in Medellín, Cali, and Bogotá, and our presence at ANATO reaffirms our strategic interest. There is a strong connection between Colombians and Mexicans, and we believe the growth potential is enormous.

What is the state's unique approach within Mexico?

Many travelers still focus their visits on destinations like Cancun or Mexico City. We want to show that there are states in Mexico where you can experience the true essence of the country, and Guanajuato is one of them.

It's the state where Mexico's War of Independence began, where the first historic battles took place. Its history, culture, and traditions are a powerful draw for visitors. Furthermore, Guanajuato is the birthplace of José Alfredo Jiménez, one of Mexico's most internationally renowned composers, which also generates tourist interest.

What impact has the Day of the Dead Festival had?

The Day of the Dead Festival has achieved significant international recognition. The film Coco was inspired by the city of Guanajuato, which sparked interest in Asian, European, South American, and North American markets.

This has allowed us to develop new segments and expand tourist demand, increasingly positioning ourselves as a leading cultural destination.

How do you get to the destination from Colombia and Latin America?

The state has its own airport, which is among the ten busiest in Mexico, with extensive national connectivity and direct flights to several US cities, such as Dallas, Chicago and destinations in California.

From Colombia, access is via Cancún, Mexico City, or Monterrey. From Bogotá, the total trip can take approximately eight hours, including a short layover. For the rest of Latin America, connections are usually also made through Mexico City or Monterrey.

In a World Cup year, what opportunities do you envision?

We are already receiving requests from groups in South America, Spain and Japan who will be attending matches in Guadalajara or Mexico City and are looking to enrich their trip by incorporating other destinations.

Guanajuato presents itself as an excellent alternative to complement the World Cup experience with history, culture and gastronomy.

Let's talk about gastronomy. What distinguishes Guanajuato?

Our cuisine combines tradition and regional influences. In the capital, with its mining origins, the so-called mining cuisine remains alive, its emblematic dish being enchiladas mineras.

There are also traditional dishes like bolillo with chicharrón and Mexican salsa, a simple but very popular combination. Being in the center of the country, we receive influences from neighboring states like Jalisco and the State of Mexico.

Furthermore, the state is renowned for its wine production—Cabernet Sauvignon, Merlot, Tempranillo, and white wines—which have received international acclaim, as well as for its tequila and mezcal. The cultural and culinary experience is an essential part of our identity.