Josefina Rodríguez Zamora, head of Mexico’s Ministry of Tourism, cut the ribbon to inaugurate the 2026 International Tourism Fair (FITUR), with Mexico serving as the guest of honor. The designation represents a recognition of one of the most important countries for the global tourism sector, which also plays a leading role in public policy.
The tourism secretary was joined by officials including Mexico’s ambassador to Spain, Quirino Ordaz Coppel; the governor of Tlaxcala, Lorena Cuéllar; and the governor of Quintana Roo, Mara Lezama.
The ceremonial event marked the official start of Mexico’s participation in one of the world’s most important tourism fairs.
Under the slogan “Mexico Is in Fashion,” activities officially began at this international gathering, which seeks to promote tourism to the country. The initiative goes beyond attracting visitors and tour operators, also aiming to draw investment from companies within the tourism sector to Mexico.
The Ministry of Tourism reported that at FITUR 2026, Mexico is represented by all 32 states of the Republic. Representatives from each state will showcase the diversity of destinations, traditions, and experiences that make Mexico a global reference.
The Mexico Pavilion serves as a meeting point where culture, handicrafts, gastronomy, and creativity converge, both inside and outside the exhibition grounds, bringing the essence of the country to Madrid. This effort is the result of a proposal organized by the federal government over the past year.
“During these days, our culture comes to life through artisanal, cultural, and gastronomic activations, both inside and outside the venue, carrying the soul of Mexico to every corner,” said Josefina Rodríguez Zamora.
FITUR 2026, inaugurated this Wednesday by Mexico’s Ministry of Tourism, will take place at IFEMA from January 21 to 25, 2026.
