On the second day of the International Tourism Fair (FITUR) in Madrid, Spain, it was announced that Mexico will be the partner country for this fair in 2026. This announcement was made during an event attended by prominent figures from the Mexican tourism sector, such as federal Tourism Secretary Josefina Rodríguez Zamora, and the Governor of Quintana Roo, Mara Lezama.
Mexico's presence at FITUR 2026 marked a milestone in the tourism strategy of various states in the country. On one hand, the Governor of Quintana Roo highlighted the importance of the Mexican Caribbean at the event, establishing contacts with tourism operators and industry entrepreneurs. On the other hand, the Governor of Yucatán, Joaquín Díaz Mena, sought commercial agreements beyond tourism with Spanish entrepreneurs.
Querétaro also had a relevant participation in the fair, highlighting the development of the southern part of the state, a region that for a long time was sidelined from tourist destinations like Cancun and the Riviera Maya. Governor Mauricio Kuri promoted Querétaro not only as a tourist attraction but also as a destination to attract Spanish investments, especially emphasizing the wine routes of the region.
Conversely, destinations like Los Cabos had a significant participation, led by representatives from the Baja California Sur Tourism Promotion Trust. A change was observed in the management of Mexico's pavilion at FITUR, showing a new way of operating compared to previous fairs.
In contrast, states like Veracruz and Guanajuato went unnoticed at the fair, despite maintaining interest from the European market. Jalisco sought to stand out among Mexican destinations; however, the actions taken did not counteract the perception crisis they face.
Overall, Mexico's presence at FITUR 2026 raised reflections on the tourism strategy of different states and destinations, as well as the importance of maximizing investments in such events to effectively project the Mexican tourism offering to international markets.
