San Miguel de Allende strengthens its position in the Colombian market

What were your objectives for coming to the fair, and what is your assessment of the meetings you are having?

We are very pleased. This is our first experience representing San Miguel de Allende at this event, and it has been very beneficial. The Colombian market is one of the most important for the destination, so we needed to be present.
We saw this firsthand in the meetings: people arrived with scheduled appointments, but also many professionals who stopped by the stand and wanted to learn more about San Miguel de Allende.

What features stand out today in the destination's tourism offering?

San Miguel de Allende is a beautiful destination, and it's also San Miguel de Allende. We have over 200 hotels, seven of which have Michelin Keys, reflecting the quality of our offerings. We have everything from boutique hotels to high-end establishments.

In terms of gastronomy, we have over 300 restaurants with a wide variety of offerings. But beyond the infrastructure, what truly distinguishes San Miguel is the quality and service of its people. When a tourist arrives, the goal is for them to fall in love with the destination, just as we are in love with our city.

You also mentioned some segments that are growing in the destination. Which are the most important?

One of our strongest segments is weddings: we celebrate more than 900 weddings a year. Wine tourism is also growing significantly: we have 15 vineyards in San Miguel de Allende and more than 45 throughout the region.

Added to this is an ever-expanding range of offerings: adventure tourism, wellness, romance, gastronomy, and culture. San Miguel is no longer just a weekend destination and now offers experiences for longer trips, whether as a couple, with friends, or as a family.

What is the connectivity like to get to the destination?

San Miguel de Allende is located in central Mexico, which is why we often say it's the heart of the country. We have three airports nearby: Mexico City International Airport, which is the main international arrival point, and also Querétaro and Guanajuato International Airports, which are about an hour away.

Many travelers first arrive in Mexico City, spend a few days there, and then travel by road to San Miguel de Allende.

What opportunities does the 2026 World Cup represent for the destination?

The 2026 FIFA World Cup is a great opportunity. We want to take advantage of the country's visibility to remind everyone that Mexico is more than just beaches. Mexico is also culture, history, and art, and all of that can be experienced in San Miguel de Allende.

Besides culture, many associate it with a luxury destination.

More than luxury, I'd say it's a high-quality destination. It's ideal for those who appreciate art, culture, and heritage. It's also a very clean, very safe, and very cosmopolitan city.

We are home to more than 63 different nationalities. We are a relatively small city, with about 175,000 inhabitants, but very rich in cultural heritage and experiences for visitors.