Mexico’s Prominent Presence at the World’s Largest Travel Fair
Madrid, Spain. At the 46th edition of the International Tourism Fair (Fitur), Mexico showcased its status as a trendy destination. Being the host country in a World Cup year and aiming to be among the top five most visited countries by 2030 (currently ranked sixth with strong competition in the Caribbean) was well-deserved.
A Memorable Promotion of Mexico’s Attractions
For the first time, all 32 Mexican states presented their sun and beach, culture, gastronomy, or adventure offerings in a 1,800 m2 exhibition space. This grand promotion of attractions did not go unnoticed by the approximately 140,000 visitors who attended.
Business Leaders and Tourism Officials Celebrate
Business leaders, governors, and state tourism secretaries were seen smiling amidst the celebratory atmosphere. Their staff recorded videos for social media and took photos with each other. Despite the lack of federal economic support, their enthusiasm remained undeterred.
Mexico’s Tourism Secretary Shares Positive Outlook
Josefina Rodríguez, Mexico’s Tourism Secretary, commented to El Economista: “Fitur was a very fruitful event. What we achieved here is a success, and we’re aiming for more.” She also mentioned that the ‘Mexico is in fashion’ brand has been registered with the Mexican Intellectual Property Institute (IMP).
Supporting Data from INEGI
Rodríguez backed her statements with data from the National Institute of Statistics and Geography (INEGI): between January and November, tourism revenue reached a record $31,219.7 million, with 42.5 million international tourists, resulting in a 5.8% increase.
Addressing Aircraft Tourist Arrivals
However, aircraft tourist arrivals (accounting for 80% of income) do not exhibit the same behavior. “2025 was an atypical year with few flights. Seat openings were limited, and we saw a 2% decrease, but some countries experienced greater declines. This means we need to seek more connectivity and continue inviting airlines to create new markets,” acknowledged the Tourism Secretary.
Airline Expansion Plans
Aeroméxico’s directors announced upcoming connections from Mexico City to Barcelona and Monterrey to Paris. Meanwhile, Iberia representatives reaffirmed their plan to launch the Monterrey-Madrid route this year.
Key Meetings and Collaborations
Quintana Roo Governor Mara Lezama met with Viva’s Director Juan Carlos Zuazua in the Mexico pavilion regarding the Cancun-Acapulco route. Zuazua later met with Iberia leaders, with whom they have a code-share agreement.
WTTC Praises Mexico’s Fitur Presence
Before the international fair commenced, it was known that Gloria Guevara returned as President and CEO of the World Travel & Tourism Council (WTTC) based in Madrid. The WTTC was present at Fitur for various working meetings.
WTTC President’s Comments
“Mexico’s presentation at Fitur has been excellent. The deployment is impressive. I’m glad to see the Tourism Secretary, governors, and many businesspeople focused on selling Mexico. Private sector participation and the involvement of Antonio Cosío (President of the National Tourism Business Council), hoteliers, tour operators, and others are crucial as they promote Mexico’s attractions,” WTTC President Guevara said.
Meeting with ONU Tourism General Secretary
ONU Tourism General Secretary Shaikha Al Nowais learned of Mexico’s presence at Fitur. Josefina Rodríguez met with her privately to discuss Mexico hosting the 4th Sports Tourism Congress in 2026 and the World Tourism Cultural Forum, as well as strengthening training and collaborative efforts.
States Showcase Their Unique Offerings
Throughout Fitur, Michoacán, Tabasco, Guerrero, Puebla, Morelos, Oaxaca, Tlaxcala, Aguascalientes, Hidalgo, and Chihuahua states made efforts to draw attention and share their attractions in business meetings or informal chats that eventually led to group commercialization.
CDMX, Nuevo León, and Jalisco Steal the Show
However, CDMX, Nuevo León, and Jalisco—host cities of the FIFA World Cup—gained the most attention by promoting national team shirts and vibrant scarves.
Fitur 2026: A Comprehensive Overview
- Fitur 2026 generated €505 million in economic impact, with 10,000 companies from 161 countries participating and creating 3,753 jobs.
- Approximately 255,000 visitors attended the five-day event. During the first three days dedicated to professional participation, international visitor numbers increased by 12%.
- The Mexico pavilion recorded 90,000 business meetings involving tour operators, hoteliers, convention organizers, airlines, governors, mayors, and tourism secretaries.
- The Tourism Secretary’s various marketing and promotional activities outside Fitur drew 20,000 daily visits.
Key Questions and Answers
- Q: What was the significance of Mexico’s participation in Fitur 2026? A: Mexico showcased its status as a trendy travel destination, with all 32 states promoting their unique attractions in a unified effort.
- Q: How did Mexico’s tourism sector perform in 2025? A: Despite a 2% decrease in aircraft tourist arrivals, Mexico’s tourism sector still showed resilience compared to other countries experiencing greater declines.
- Q: What are Mexico’s plans for increasing tourist arrivals? A: Mexico aims to seek more connectivity with airlines and encourage the creation of new markets.
- Q: How did international organizations react to Mexico’s Fitur presence? A: The WTTC praised Mexico’s presentation, and ONU Tourism General Secretary Shaikha Al Nowais met with Mexico’s Tourism Secretary to discuss future collaborations.
