Mexico to Showcase Unified Tourism Strategy at FITUR 2026

Mexico has taken on a central role at the International Tourism Fair (FITUR) 2026 as the event’s official partner country, positioning itself at the heart of one of the world’s most important tourism industry gatherings. Held from Jan. 21 to 25 at IFEMA MADRID, the 46th edition of FITUR offers Mexico its most prominent platform at the fair to date, enabling the country to project a unified national tourism strategy aimed at positioning it among the world’s five most visited destinations.

As FITUR 2026’s partner country, Mexico has deployed a comprehensive presence both within the exhibition venue and across key locations in Madrid. The country occupies the largest stand in the Americas area, bringing together all 32 federal states under a single national narrative that blends tourism promotion, cultural diplomacy and business development. The pavilion features destination presentations, artisan markets, cultural performances and gastronomic experiences.

The Mexican delegation is led by Josefina Rodríguez Zamora, Mexico’s minister of tourism, who described the partner-country designation as “a unique opportunity to project the country under the principle of shared prosperity.” She emphasized that tourism policy is increasingly focused on ensuring economic benefits reach local communities, while strengthening Mexico’s global positioning through strategic investment and sustainability.

A central pillar of Rodríguez’s agenda at FITUR 2026 is the promotion of Mexico’s “living culture.” The country is highlighting its culinary heritage while marking the 15th anniversary of UNESCO’s recognition of Mexican cuisine as an “intangible cultural heritage of humanity.” Cultural expressions such as Oaxaca’s Guelaguetza and Michoacan’s Danza de los Viejitos are also being showcased alongside destination marketing efforts.

Mexican officials will also present a national guide aimed at aligning sustainability practices across the country’s tourism sector, while also advancing coordination on promotion, financing and competitiveness. The guide, titled “Sustainable Tourism: Mexico in Motion,” is being introduced by the Association of Tourism Ministries of Mexico (ASETUR) and coordinated by the Nuevo Leon Ministry of Tourism. It compiles sustainability practices developed by subnational governments and is intended to provide a comparable, structured reference for public policy and industry stakeholders.

Seeking to reinforce the global appetite for sustainable, culturally-rooted tourism, Mexican officials are also emphasizing the country’s raw tourism performance data. Between January and October 2025, the country received 79.3 million international visitors, according to federal data, with the United States and Canada remaining its most consolidated markets. Air arrivals show a strong presence of travelers between the ages of 30 and 59, who accounted for 52.9% of international tourists entering by air, supporting Mexico’s positioning as a competitive, high-volume and diversified destination.

European markets are a priority within Mexico’s international strategy, given their longer average stays, higher spending levels and interest in cultural, gastronomic and sustainable tourism experiences. Officials say strengthening Europe-bound promotion helps diversify demand, reduce seasonality and raise the profile of emerging destinations beyond traditional beach markets.

As part of its FITUR agenda, Mexico is launching “Ventana a México,” a promotional platform in Spain that will allow all 32 states to present their tourism, cultural and culinary offerings directly to international tour operators, travel agencies and media. The initiative is complemented by seminars, destination presentations and webinars held between October and January in collaboration with major Spanish travel companies, as well as targeted campaigns across tourism distribution channels.

Rodríguez said the partner-country status enables Mexico to present “an authentic Mexico, full of stories, flavors and traditions,” adding that the objective is for international audiences to recognize that “the strength of our communities is the soul of Mexican tourism.” Mexico’s participation seeks to build on its role as co-host of the 2026 FIFA World Cup alongside the US and Canada, a factor repeatedly cited by officials as an opportunity to capture additional long-haul travel.

FITUR 2026

FITUR 2026 occupies nine exhibition halls and brings together more than 10,000 companies from 161 countries. Of those, 111 countries have official representation, a 10% increase from the 2025 edition. The event features 967 main exhibitors and has recorded an 11% rise in international participation.

The fair’s 2026 edition welcomes 18 new participating countries, with notable growth from Africa and the Asia-Pacific region, where participation has increased by 34% and 22%, respectively. Newcomers include Abu Dhabi, Dubai and Zanzibar, as well as expanded regional participation from Germany and the United Kingdom.

A key addition is the new Knowledge Hub in Hall 12, which will focus on tourism strategy, innovation, sustainability, communication and market transformation. The hub features eight auditoriums, 10 conference programs, more than 200 sessions and over 250 speakers from across the public and private sectors.

Organizers expect strong attendance, forecasting more than 150,000 tourism professionals during the trade days and close to 100,000 public visitors over the weekend. FITUR remains a significant economic engine for Madrid, having generated an estimated US$570 million in economic impact during its previous edition.

FITUR 2026 comes amid a global surge in tourism following the COVID-19 pandemic. According to UN Tourism, more than 1.1 billion international travelers were recorded worldwide between January and September 2025, surpassing pre-pandemic levels set in 2019.