Mexico stood out at the International Tourism Fair (Fitur) 2025 in Madrid, Spain, with the largest pavilion among countries in the Americas, showcasing 21 participating states, 12 tourist destinations, and 93 companies. The country was announced as the partner country for the next edition of the event.
The head of the Oaxaca Sectur detailed the state's participation in the fair, with twelve representatives from chambers, associations, and tourism companies from the City of Oaxaca, Huatulco, and Puerto Escondido, as well as seven exhibitors of gastronomy, crafts, and mezcals. A total of 36 working meetings were held with tourism sector allies and 27 interviews with media outlets.
At the exhibition, various positive outcomes were achieved, such as the establishment of a new flight Guatemala – Huatulco with TAG airline, familiarization trips with Viajes El Corte Inglés, sponsorship by Viva airline for Guelaguetza 2025, and the inclusion of Oaxaca in more regional circuits of Mexico for European tourism.
Tourism Secretary Saymi Pineda Velasco highlighted that Oaxaca had an outstanding participation in Fitur 2025, expecting a significant increase in tourist influx and economic spillover benefiting the local population. The fair brought together more than 156 countries, 9,000 companies, and 150,000 professionals from the sector.
In the framework of the exhibition, the demonstration of the creation of alebrijes, led by master craftsman Catarino Carillo Morales from San Antonio Arrazola, was prominent. Other successful activities included demonstrations of textiles on a backstrap loom and a gastronomic activation with tastings and promotion of artisanal mezcals.
Oaxaca received recognitions for its work, such as the 2024 Excelencias Award "Spirit of Excellence" and the Queer Destinations Committed plaque. In addition, meetings were held with international organizations to promote sustainable and solidarity tourism, as well as Oaxaca's affiliation with the UN Tourism.
Oaxaca's participation in the fair fulfilled the mission of Governor Salomón Jara Cruz to turn tourism into an engine for economic and social development for the local population.
