About CREA Turismo and its Role in Mexican Tourism Promotion
CREA Turismo, a subsidiary of the CIE group, is led by Director Rodrigo Hurtado. This organization plays a crucial role in promoting Mexican tourism by organizing and managing participation in international travel fairs. Their recent commitment with the Mexican Secretariat of Tourism (SECTUR) ensures continued involvement in the International Tourism Fair (Fitur) in Madrid, Spain, for 2027 and 2028, alongside the Tianguis Turísticos events.
15 Additional Fairs in 2023
In addition to Fitur and Tianguis Turísticos, CREA Turismo will manage 15 more events this year. These include a fair in China, all contributing to global promotion of Mexican destinations and bolstering the “México está de moda” (Mexico is in fashion) brand.
Business Model and Financing
The business model for these events does not rely on federal resources. Instead, state and local governments, as well as private companies, pay to participate in the Mexican pavilion. Hurtado mentioned that SECTUR is exploring alternative financing methods to support these events.
Potential Sponsorships and Meet México Road Shows
Hurtado also discussed the possibility of securing sponsorships from airlines, hotels, and banks. Furthermore, CREA Turismo is considering organizing “Meet México Road Shows” in various U.S. and Canadian cities, inviting tour operators, travel agents, airlines, and hotels to participate and cover their own expenses.
Success in Fitur 2026
Organizing Fitur 2025 in Madrid
Preparations for Fitur 2025 in Madrid began in January 2023, with the challenge of accommodating all 32 Mexican states. Initially allocated 1,100 square meters, CREA Turismo successfully negotiated an additional 1,780 square meters and 543 square meters of outdoor space, totaling 2,140 square meters—almost double the original size.
– Expectations Met?
Question: Were the expectations met?
Answer: I have received positive feedback, with all states making significant efforts for their activations. The participation in Madrid streets was noteworthy, and locals have commented on the widespread visibility of the Mexican pavilion. It was a success.
– Feedback from Other Countries?
Question: Have you received feedback from representatives of other countries about Mexico’s participation?
Answer: I have heard from the Republic Dominican team, praising Mexico’s impressive exhibition. They acknowledged that Mexican destinations effectively showcased their unique identities, resulting in a highly successful participation.
