Mexico concluded its participation with unprecedented results as the Partner Country at the 46th edition of the International Tourism Fair (FITUR) 2026, held in Madrid, Spain, reinforcing its image as one of the world’s leading tourism destinations. Mexico’s presence stood out for its comprehensive strategy that combined international promotion, air connectivity, investment attraction, and cultural projection at one of the most influential global tourism forums.
Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, stated that the country’s participation in FITUR 2026 marked “a turning point” in how Mexican tourism is presented to international markets. She highlighted that more than 155,000 tourism professionals visited the fair during its first three days, confirming strong global interest in Mexico’s destinations, products, and travel experiences.
From January 21 to 25 at IFEMA Madrid, Mexico showcased the largest and most visited pavilion in the Americas, covering 1,800 square meters. For the first time, all 32 Mexican states participated together, supported by 1,500 exhibitors and a delegation of more than 800 representatives from government, the private sector, and key tourism stakeholders. This historic participation reflected institutional coordination, sector unity, and Mexico’s growing reputation as a diverse, competitive, and reliable destination. In parallel, the states carried out more than 100 cultural and promotional activations inside and outside the venue.
Mexico at FITUR 2026 also served as a strategic platform to strengthen air connectivity with Europe. New routes were announced by Aeromexico, including Mexico City–Barcelona and Monterrey–Paris, along with a total of 71 weekly flights to Europe. Iberia added new services from Monterrey and Guadalajara to Madrid, while Iberojet launched the Querétaro–Madrid route and Air Europa explored a potential connection from Guanajuato.
Beyond the exhibition halls, Mexico expanded its cultural presence across Madrid through high-impact promotions, including a Wixárika artwork displayed at Puerta del Sol. Institutionally, Mexico assumed the Pro Tempore Presidency of the Mundo Maya Organization for the 2026–2028 period, reinforcing its regional leadership and commitment to community-based tourism.
