The Secretary of Tourism for Nuevo León, Maricarmen Martínez Villarreal, stated that the state is promoting the arrival of tourists for the 2026 World Cup. Four matches will be held in Nuevo León, making it the northernmost venue of the tournament. The campaign's goal is for people to experience the wonders of Nuevo León. She is confident this will be a turning point for tourism, similar to the impact of the Olympic Games on Barcelona. Nuevo León has historically focused on business tourism, being the best place for business meetings and conventions. The secretary emphasized that they want Nuevo León to 'shine' and are not competing with other host cities like Mexico City and Jalisco, but rather complementing the international visitors' experience. According to official estimates, the World Cup is expected to attract 400,000 visitors and generate an economic impact of up to 2 billion Mexican pesos. At the International Tourism Fair (FITUR) 2026, the state is promoting a unique tourist vision, highlighting its gastronomic and artistic offerings. 'We want to convey that we are the best state in Mexico, with a rich culture and tradition; it's not all sun and beaches. Monterrey is a cosmopolitan city-state,' explained Martínez Villarreal. She added that a 'Magical Town' and the Sierra Madre mountains are just 15 minutes from Monterrey. Despite conservative forecasts, officials expect 400,000 tourists. The main challenge is to showcase the mountains, canyons, and gastronomy, thereby diversifying the tourist offering. The state government is advancing infrastructure, forming strategic alliances with the private sector, and investing in metro lines, green corridors, and the Water Park, which will be an urban lung. Martínez Villarreal concluded that the three host states are not competing but are complementing each other to create a comprehensive tourist experience.
