The International Tourism Fair (Fitur), considered the most important event in the travel sector, has brought together various countries to share their cultural wealth and attract tourists from around the world. In this context, the Secretary of Tourism, Josefina Rodríguez Zamora, announced Mexico's participation as a partner country in the 2026 edition.
From Madrid, Spain, Rodríguez Zamora highlighted that this participation will provide Mexico with a privileged position to showcase its tourist attractions globally, in line with the promotion strategy for the FIFA World Cup 2026. Mexico's cultural diversity, natural beauty, gastronomy, and tourist services will be presented not only at the IFEMA fairgrounds but also on the streets of Madrid and other parts of Europe with activations that will highlight traditions, typical dances, and Mexican folk art.
During the Morning Briefing of the People, Mexico's significant participation in Fitur was emphasized, where the country has the largest pavilion in the Americas, offering gastronomy, crafts, and traditions that attracted more than 5000 international tourism professionals on its first day. The role of tourism in the national economy was highlighted, with growth in the Tourist Gross Domestic Product in 2023 and a substantial increase in international visitor arrivals and tourism revenue.
At the signing of the collaboration agreement between the Secretariat of Tourism (Sectur) and the Madrid Fair Institution (IFEMA), notable figures such as Vicente de los Mozos and Daniel Martínez from IFEMA, as well as Eduardo Martínez from CIE Special Events, governors, and tourism secretaries were present. The International Tourism Fair (Fitur) continues with its annual edition in Madrid, being a crucial space for promoting tourism globally.
