Jalisco's participation in the International Tourism Fair (FITUR) 2025, held in Madrid, Spain, from January 22 to 26, aims to attract new investment and tourism promotion opportunities for the state. With a strong presence and a well-defined strategy, Jalisco reinforces its position as one of Mexico's main destinations.
The Jalisco delegation, composed of the state's four tourism trusts and its international affairs office, has designed a strategic agenda for the event. This includes meetings with airlines, investors, and business partners to boost air connectivity, as well as the development of tourist destinations such as Costa Alegre and the Magical Towns.
During FITUR, various activities will be held to promote Jalisco, including participation in an investor forum organized by BBVA, presentations of local cuisine by renowned chefs, and the signing of agreements that expand collaboration opportunities in the region, such as the Pacific Alliance.
After its participation in FITUR, the Jalisco delegation will continue its tour in Berlin and Dublin seeking to strengthen the state's presence in the European market. With a prominent presence in the Mexican pavilion, led by Governor Pablo Lemus Navarro, Jalisco's tourist offerings will be presented and key investments for the sector will be sought.
During the inauguration of the Mexican pavilion at FITUR, Lemus was accompanied by the Secretary of Tourism, the Mexican Ambassador to Spain, and governors from other states. Jalisco is committed to sustainable tourism growth that benefits all regions and sectors involved in the industry, offering activities such as tequila tastings and mariachi performances for attendees.
As part of its strategy, Jalisco will reaffirm agreements and partnerships with key destinations, as well as join an alliance with Nuevo León and Mexico City for the 2026 FIFA World Cup, where Guadalajara will be one of the venues. This pursuit of international partnerships strengthens Jalisco's position as an important tourist destination worldwide.
