FITUR 2026: Mexico’s Prominent Role as Guest Country
The Secretaría de Turismo (SECTUR) is refining its tourism promotion strategy for FITUR 2026, an international travel fair taking place in Madrid, Spain from January 21-25. This year, Mexico is the invited country, prompting SECTUR to initiate a bidding process for an agency to execute various promotional activities, including events, webinars, and workshops targeting tour operators.
Objective of the Promotional Strategy
SECTUR aims to implement a comprehensive strategy to bolster Mexico’s presence as a travel destination on an internationally visible platform (FITUR), reinforcing its global leadership in tourism. By leveraging Mexico’s role as the guest of honor, SECTUR intends to enhance awareness and recognition of Mexico’s diverse offerings, including cultural, gastronomic, and unique travel experiences. The ultimate goal is to boost the number of tourists visiting Mexican destinations throughout the year.
Bidding for Support Operations
The Directorate General of Promotion and International Affairs within SECTUR has requested the bidding process for support operations. The winning company will be responsible for executing various actions, such as:
- Setting up giant MEXICO letters at the venue, highlighting Mexico’s artisanal craftsmanship
- Organizing mariachi concerts and performances centered around themes of peace, cultural identity, love, heartbreak, and national pride (La fiesta de México y México Canta)
- Displaying large-format printed materials showcasing Mexico’s attractions in the exhibition area, including an elevator measuring 13.85 meters wide by 7.63 meters high
Government’s Vision for FITUR 2026
The federal government seeks to strengthen and establish Mexico’s image as a leading national and international tourism destination at FITUR. The event will serve as a showcase for various tourism products, folklore, crafts, gastronomy, and cultural richness. The aim is to stimulate domestic tourism and fortify the value chains within the tourism industry.
Direct Promotion Activities
In-person Engagements with Tour Operators:
As part of SECTUR’s requirements, in-person meetings with international tour operators will take place. Representatives from Mexican destinations will lead sessions providing up-to-date, firsthand information. These sessions must be live-streamed via established channels to reach a broader audience.
Note: Travel and accommodation expenses for the destination representative attending training sessions are not included and must be covered by the destination. Additionally, printed or audiovisual materials to be used should be integrated into the plan.
Webinars for Tour Operators
Targeting tour operators, pre-recorded webinars will be produced and published on a portal. Interested parties can access and consume the content at their convenience, without needing real-time connections.
Key Questions and Answers
- What is FITUR 2026? FITUR 2026 is an international travel fair taking place in Madrid, Spain from January 21-25. This year, Mexico is the invited country.
- What is SECTUR’s objective for FITUR 2026? SECTUR aims to reinforce Mexico’s global leadership in tourism by enhancing its presence and recognition at FITUR.
- What activities will the winning agency execute? The successful bidder will organize events, webinars, and workshops for tour operators. They’ll also set up giant MEXICO letters, arrange mariachi concerts, and display large-format printed materials at the venue.
- What is the government’s vision for FITUR 2026? The federal government seeks to strengthen Mexico’s image as a leading tourism destination and stimulate domestic tourism.
- What are the direct promotion activities planned by SECTUR? SECTUR plans in-person meetings with tour operators and pre-recorded webinars targeting the same audience.
