Torreón, Coahuila Targets Medical and Congress Tourism for Economic Growth
Sujey Alvarado, Director of Torreón’s Conventions and Visitors Office (OCV), highlighted the city’s strategic focus on medical and congress tourism to diversify its offerings and generate more specialized, extended-stay economic benefits. The current medical tourism segment accounts for 8% to 10% of the tourism industry, and Torreón aims to expand this sector by contributing hotel nights and economic impact while also fostering knowledge exchange and social benefits for the city.
High-Specialty Healthcare Infrastructure
Torreón boasts public and private high-specialty hospitals that cater to patients from Monterrey, Zacatecas, Durango, and the Lagunera Comarca. This sector not only brings in hotel nights and economic benefits but also contributes knowledge exchange and social advantages for the city.
Hotel Investments
The city has seen significant hotel investments, such as the construction of a Courtyard by Marriott with a $37 million investment. Additionally, two more hotel projects are in the pipeline, which would raise the total investment to approximately $600 million and add around 500 rooms by 2026.
Leveraging Industrial Vocation
Coahuila features seven OCVs distributed across regions, all under the umbrella of the state Tourism Secretariat and financed by the Hospitality Tax (ISH). Eric Gómez, Group and Events Manager of Saltillo’s OCV, explained that the office is primarily composed of hoteliers, chambers of commerce, restaurateurs, museums, and exhibition centers, making it a powerful force in the state.
Saltillo’s Industrial Advantage
Saltillo, known as the “Capital of the Automotive Industry” in northeastern Mexico, benefits from its well-equipped venues for conferences, events, and conventions, which are consistently demanded by the manufacturing industry based in Coahuila.
Wine and Dinos Tourism
The southeastern region of Coahuila has introduced a new tourism product: the Wine and Dinos Route. This route features over 21 wineries, each with a unique dinosaur replica from the area’s prehistoric past. The goal is to extend business travelers’ stays and encourage them to enjoy local wineries, the Desert Desert Museum, the Bird Museum, and the Catrina Museum.
Economic Benefits
- Torreón Hotel Occupancy: From January to July 2025, Torreón reported an average hotel occupancy of 51%, equating to 331,000 occupied rooms and over 500,000 guests, generating more than $2.3 billion in economic impact.
- Saltillo Connectivity: The upcoming direct flight route from Mexico City to Saltillo will address a connectivity opportunity, anticipated to significantly boost the destination’s appeal for travelers currently driving from Monterrey.
