Sectur presents the tourism promotion strategy for the 2026 World Cup and participates in the relaunch of Mundo Maya

Mexican Tourism Secretary Josefina Rodríguez Zamora led the presentation of the 2026 World Cup promotion strategy to members of the National Tourism Business Council, chaired by Braulio Arsuaga Losada, as part of the launch of working groups.

"I want to remind you that 2026 will be the year of tourism in Mexico. We started in January as a guest country at Fitur, then the 50th edition of the Tianguis Turístico in Acapulco, then the World Cup, and later ITB Americas, which is coming to Mexico for the first time," he emphasized.

Accompanied by officials from the Ministry of Tourism (Sectur), working groups were set up with the participation of representatives from the Mexican government and the private sector, with the aim of generating synergies that foster collaborative work and open spaces for dialogue and collaboration.

The head of Sectur reiterated the importance of this collaborative effort to promptly address the challenges and opportunities facing the country's tourism sector, as well as to define actions that drive economic and social development.

He thanked the private sector for its commitment to promoting tourism as part of Plan Mexico, implemented by Mexican President Claudia Sheinbaum Pardo.

Accompanied by Gabriela Cuevas, Mexico's representative for the 2026 World Cup, the head of Sectur presented the event's promotional strategy, which is expected to attract 5.5 million additional visitors and generate an economic impact exceeding 60 billion pesos (mdp).

He noted that 24,000 new jobs are expected to be created, along with revenues of more than $20 billion pesos, which will benefit hotels, restaurants, and tourism services, with an estimated average spending per visitor of $1,165.

He also announced the holding of the Mexico de mis Sabores gastronomic festival at the Marte Military Sports Field, from June 5 to July 22, which will feature gastronomic, artisanal, cultural, and artistic spaces.

For her part, Gabriela Cuevas, Mexico's representative for the 2026 World Cup organizers, stated that hosting this sporting event represents a great opportunity for our country, given that Mexico will be the only country in history to host the opening ceremony of the World Cup for the third time.

"This is going to highlight our country in the eyes of the world. The most-watched sport and the most-watched moment is the opening of a World Cup. The eyes of the world are on the opening of a World Cup; it's a historic opportunity for Mexico and, it must be said, historic for the tourism industry," he said.

In this same context of tourism strengthening, Secretary Josefina Rodríguez Zamora also spearheaded the relaunch of the Grupo Mundo Maya brand, accompanied by the CEO of Grupo Mundo Maya, Adolfo Héctor Tonatiuh Velasco Bernal, as well as representatives from the tourism sector, the media, and special guests.

"This is how a new phase of a profound narrative with ancient roots begins," said Secretary Rodríguez Zamora, "a narrative where tourism revives memories, shares prosperity and well-being, and dignifies communities."

He explained that the relaunch of the Grupo Mundo Maya brand represents one of the most ambitious and creative tourism and commercial positioning strategies in the country. This initiative, supported by legal registrations and digital domains, is built on two fundamental pillars: a world-class infrastructure and a deeply rooted historical and cultural narrative.

He explained that the Mundo Maya Group includes seven hotels strategically located in iconic destinations of great cultural and natural wealth: Tulum, Tulum Airport, Chichén Itzá, Calakmul, Palenque, Nuevo Uxmal, and Edzná. These are complemented by parks and museums that enhance the overall visitor experience, such as La Planha Park, Jaguar Park, Nuevo Uxmal Park, La Ceiba Park, the Railway Museum, and the Quinametzin Museum.

"This combination enhances a high-value offering for international tourism, providing hospitality, identity, and sustainability," he stated.

Rodríguez Zamora reiterated that, in 2024, Mexico would consolidate its position as the sixth most visited country in the world, with 86.4 million international visitors, generating an economic impact of nearly $33 billion. Furthermore, the tourism sector employed 4.9 million people and represented 8.6% of the national GDP, making it the leading employer of young people and the second largest employer of women.

He stated that these data reflect the importance of promoting projects like Grupo Mundo Maya, which not only diversify tourism offerings but also foster social inclusion and community development, contributing to shared prosperity in the south-southeast region.

He asserted that the Maya Train plays an essential role in this project. More than infrastructure, it represents cultural and logistical connectivity that integrates iconic destinations like Palenque and Calakmul, expanding stays, increasing per capita spending, and consolidating experiential routes with a lasting economic impact. This interconnectivity boosts local economies and facilitates access to high-value tourism products, strengthening Mexico as a world-class country in tourism.

“With an integrated, professional, and connected offering, the Grupo Mundo Maya brand is consolidating its position as a tool for regional development, a gateway to history, and a promise for the future. Every time a visitor walks a trail in Calakmul, contemplates the starry sky in Palenque, or hears the echoes of the past in Chichén Itzá, they will be experiencing a great tourism experience that fills us with pride,” concluded the head of Sectur.

Source: SECTUR.