Background on Josefina Rodríguez and Her Role in Mexican Tourism
Josefina Rodríguez, Mexico’s Secretary of Tourism, has been emphasizing the country’s popularity in recent interviews and conferences. Under her leadership, Mexico aims to expand its international appeal in the tourism sector.
CREA’s New Responsibilities
In a recent development, the Secretariat of Tourism (SETUR) has authorized Creatividad y Espectáculos (CREA), a CIE subsidiary, to organize and commercialize Mexico’s annual tourism fair, Tianguis Turístico, until 2030. Additionally, CREA will handle international trade fairs in which Mexico participates until June 30, 2026. This includes Fitur 2026 in Madrid, Spain, where Mexico will be the partner country.
Agreement Details
On January 16, the second modification to the non-exclusive use license agreement for the MÉXICO brand was signed. The initial agreement was made on March 27, 2019, during the first federal government of the 4T. This move aims to continue promoting Mexico’s tourist destinations following the dissolution of the Consejo de Promoción Turística de México (CPTM).
Under this agreement, CREA is now the sole entity authorized to use, inform, diffuse, and promote the MÉXICO brand across various contents related to Tianguis Turístico editions 44 through 54 and the specified international trade fairs. This will be done through various media and platforms both within and outside Mexico, as well as exhibition, diffusion, and promotion spaces available to CREA.
List of International Trade Fairs
- WTM (London)
- ITB (Berlin)
- IMEX (Frankfurt)
- FIEXPO (Chile)
- ABAV (Brazil)
- FIT (Argentina)
- IFTM Top Resa (France)
- IBTM (Spain)
Conditions for SECTUR’s Participation in Other Fairs
Should the SECTUR participate in any other international trade fair and require the MÉXICO brand’s presence through CREA, written authorization from SECTUR is necessary. This can be obtained via official links or by those with legal authority to issue such authorization.
Mexico’s Tourism Promotion Efforts
In line with the agreement, SECTUR (through its Directorate General of Promotion and International Affairs) extended the validity period on December 18, following CREA’s request two days prior.
This year, SECTUR paid CREA 4.1 million pesos for international commercial representation services of the MÉXICO brand, including floor fees in Anato and ITB 2025 trade shows.
Josefina Rodríguez’s Upcoming Engagements
In recent weeks, Rodríguez has highlighted Mexico’s popularity in interviews and conferences, emphasizing the promotion of community tourism. She will participate in various international tourism fairs and roadshows in the US and Canada, key markets for Mexican inbound tourism.
Accompanied by state tourism secretaries, businesspeople, and special guests, these events will be organized by CREA, which has increased its presence in the tourism sector through services such as public relations, content generation, marketing, brand exposure, planning, activations, transportation, and catering.
Key Questions and Answers
- Who is Josefina Rodríguez? Josefina Rodríguez is Mexico’s Secretary of Tourism, who has been emphasizing the country’s popularity in recent interviews and conferences.
- What is CREA’s new role? CREA, a CIE subsidiary, will now organize and commercialize Mexico’s annual tourism fair, Tianguis Turístico, until 2030 and handle international trade fairs in which Mexico participates until June 30, 2026.
- Which international trade fairs are included? The list includes WTM (London), ITB (Berlin), IMEX (Frankfurt), FIEXPO (Chile), ABAV (Brazil), FIT (Argentina), IFTM Top Resa (France), and IBTM (Spain).
- What conditions are set for SECTUR’s participation in other fairs? Should SECTUR participate in any other international trade fair requiring the MÉXICO brand’s presence through CREA, written authorization from SECTUR is necessary.
- What are Rodríguez’s upcoming engagements? Rodríguez will participate in various international tourism fairs and roadshows in the US and Canada, emphasizing community tourism promotion.
