Nuevo León Adjusts Tourism Strategy for 2026 FIFA World Cup
Nuevo León, one of the official hosting states for the 2026 FIFA World Cup, has revised its tourism promotion strategy while maintaining focus on traditional markets like Texas (USA), Canada, and intensifying efforts towards South Korea and Japan, according to Maricarmen Martínez Villarreal, the Secretary of Tourism for Nuevo León.
The Vision
Bernardo Cueto Riestra, President of the Association of Secretaries and Tourism Directors of Mexico (Asetur), emphasized that the vision for this mega sporting event transcends the official host cities, aiming to significantly increase visitor arrivals in Mexico.
The collaborative strategy of the 32 state tourism secretaries aims to enable football enthusiasts to explore the entire country before, during, and after the World Cup, drawing inspiration from previous tournaments where nearby countries experienced a surge in tourism.
Specialized Tour Packages
To achieve this, the states are working on developing specialized tour packages in collaboration with travel operators, airlines, and hoteliers. These packages will combine football experiences with Mexico’s rich cultural and natural heritage, encouraging longer stays and broader economic impact.
Nuevo León, as an official host, is implementing a robust connectivity plan. They will target Canada and specifically focus on South Korea and Japan, organizing dedicated tours to invite these nations’ fans. The state aims to act as a gateway, leveraging its direct flights and offering spaces in its Fan Fest at Parque Fundidora for other states to promote their destinations.
Target Markets: South Korea and Japan
South Korea and Japan are crucial markets, as their fans are expected to attend matches, with South Korea playing in Jalisco and both countries having direct flights to Nuevo León. The goal is for these visitors to enter Mexico, explore the country, and contribute to the tourism economy.
Despite some high-profile teams not playing in Mexico, there are still enticing matches across all host cities. Fans eager to support their national teams for the first time in World Cup history are expected to travel, boosting tourism.
Regional Alliance and Upcoming Initiatives
For approximately two years, Nuevo León has been part of the Northern Alliance with other regional states, utilizing the World Cup platform to promote a broad and diverse tourism offering across Mexico.
Following the success of the National Magic Towns Fair in Hidalgo, generating over 67 million pesos in economic impact, Asetur’s 32 member states are advancing joint projects to replicate this success nationwide.
These initiatives include participating in the International Tourism Fair (Fitut) in Madrid, establishing a committee with the cruise industry, and collaborating to solidify ITB Americas in Guadalajara.
Key Questions and Answers
- Who is Maricarmen Martínez Villarreal? She is the Secretary of Tourism for Nuevo León, one of the official hosting states for the 2026 FIFA World Cup.
- Why are South Korea and Japan important target markets? These countries have large football fan bases, and their direct flights to Nuevo León make them attractive markets for tourism promotion during the World Cup.
- What is the Northern Alliance? It’s a collaboration between Nuevo León and other northern Mexican states to jointly promote tourism offerings using the 2026 FIFA World Cup as a platform.
- What are the upcoming initiatives by Asetur? These include participating in tourism fairs, establishing a cruise industry committee, and supporting ITB Americas in Guadalajara to strengthen Mexico’s tourism offerings.
