Introduction to Lucha Libre and its Tourism Connection
Lucha libre, a unique blend of sport and entertainment, has recently found itself intertwined with Mexico’s formal tourism promotion efforts. In 2013, Juan Carlos Arnau, then director of TURISSSTE, took a bold step by placing the MÉXICO brand alongside his institution’s logo on the iconic wrestler Solar’s memorable Japanese tours.
Juan Carlos Arnau’s Initiative
Arnau’s decision sparked curiosity and raised questions about the relevance of his actions at the time. However, as years passed, the need to promote Mexico’s tourism destinations during austere times became apparent.
Recent Developments and Collaborations
On May 3, VisitMéxico announced a powerful agreement on its Facebook page to bring the MÉXICO brand to the country’s most famous arena, Arena México, and project it worldwide. This collaboration aims to combine culture and sports to showcase Mexico’s brilliance.
CMLL’s Involvement
As a result of this agreement, Consejo Mundial de Lucha Libre (CMLL) wrestlers will participate in national and international events organized by VisitMéxico. The relaunch of the platform is also on the horizon.
Templario’s Recent Gira
A video featuring an original song highlights Templario’s participation, a Tlaxcala native who recently returned from a Japanese tour. His performance further elevates the global standing of Mexican lucha libre.
Expanding the Partnership
Considering this strategy’s success, it’s worth exploring a potential alliance with the Mexican company AAA, recently acquired by WWE and Fillip. This partnership could primarily target the US market.
The AAA-CMLL Relationship
Though the connection between AAA and the Secretaría de Turismo is well-known, their relationship resembles that of Coca-Cola and Pepsi, adding complexity to the situation.
WWE’s Successful Event in Las Vegas
In a noteworthy coincidence, WWE held its major event, WrestleMania, in Las Vegas, featuring Mexican wrestler Penta. The well-organized event resulted in a successful business venture that linked tourism and wrestling.
WWE’s Las Vegas Sponsorship
The Autoridad de Convenciones y Visitantes de Las Vegas (LVCVA) provided WWE with a $5 million sponsorship to boost tourism during the Easter weekend. The outcome was more than 180,000 fans generating over 100,000 hotel nights.
VisitMéxico’s Growing Presence
VisitMéxico has also established a presence on the website of Spain’s international tourism fair (Fitur 2026) as part of its commitment to capitalize on the FIFA World Cup boom. This demonstrates the organization’s serious approach to promoting Mexico’s tourism.
Key Questions and Answers
- What is lucha libre? Lucha libre is a unique Mexican sport and entertainment form that combines athleticism, storytelling, and cultural significance.
- Who is Juan Carlos Arnau? Juan Carlos Arnau is a former TURISSSTE director who played a crucial role in integrating lucha libre into Mexico’s formal tourism promotion.
- What is the recent collaboration between VisitMéxico and CMLL? VisitMéxico and CMLL have partnered to bring the MÉXICO brand to Arena México and promote Mexican lucha libre worldwide.
- Why is AAA’s recent acquisition significant? AAA’s acquisition by WWE and Fillip could open doors to the US market, further promoting Mexican lucha libre.
- How did WWE’s Las Vegas event benefit tourism? WWE’s successful Las Vegas event generated significant interest, leading to over 180,000 fans and more than 100,000 hotel nights, demonstrating the potential of linking sports and tourism.
