Mexico presents national tourism strategy ahead of the 2026 World Cup
The federal government, together with local authorities and representatives of the private sector, outlined a plan to project the country on the global stage by taking advantage of the scope of the sporting event
The Mexican Government's Ministry of Tourism presented the tourism strategy for the 2026 FIFA World Cup, with the goal of positioning the country as a global tourism and cultural powerhouse. The announcement took place at Punto México, with the presence of the tourism ministers of the three host cities—Mexico City, Guadalajara, and Monterrey—as well as state and municipal authorities and representatives of the private sector.
Led by Secretary of Tourism Josefina Rodríguez Zamora and Mexico's representative to the World Cup organizers, Gabriela Cuevas Barrón, the meeting brought together leaders of business chambers, tourism organizations, and local committees to detail the actions that will be implemented before and during the event.
Rodríguez Zamora emphasized that the 2026 World Cup will be the largest in history, with 104 matches, three host countries, and more than 5.5 million additional visitors expected. He emphasized that Mexico will host 13 matches, including the opening ceremony at the Mexico City Stadium, the only venue with three World Cup opening ceremonies.
Among the announced initiatives are the Mexico of My Flavors gastronomic festival , tourist routes at World Cup venues, ball game reenactments at archaeological sites, a national soccer championship in Magical Towns, and their beautification through the Magical Routes of Color program.
Gabriela Cuevas Barrón affirmed that this will be a World Cup for everyone, one that will generate benefits across all 32 states. She emphasized the value of projecting the country as a strong economy, culturally rich, and consolidated in tourism.
State governments also presented their plans. In Nuevo León, the actions are grouped around three axes: public works, Ponte Nuevo, and FIFA experience, while Jalisco is moving forward with the creation of new routes, infrastructure renovation, and tourism decentralization. In Mexico City, work is underway to renovate the Mexico City Stadium with an investment of 3 billion pesos, with the goal of converting it into a multipurpose venue after the tournament.
The meeting concluded with a commitment from all levels of government to work together to ensure that the event's benefits reach all regions of the country. Secretary Josefina Rodríguez concluded by reaffirming that Mexico is ready to make the 2026 World Cup an unprecedented tourism and cultural milestone.