Participating in the International Tourism Fair (Fitur) 2026 from the position of responsibility that comes with leading Mexico’s tourism policy allowed me to confirm something that is sometimes lost amid figures and agendas: international fairs are not valued for the number of events that accumulate on a calendar, but for the quality of the decisions that are made in a few days and whose effects extend over years.
Our country arrived in Madrid with a broad and orderly presence. The 32 states shared space, narrative, and objectives, something that does not happen by inertia. Behind it all was institutional coordination, dialogue with the private sector, and a clear idea of the country. For me, that was the first major benefit: showing that Mexico can act as a single delegation without erasing the identity of each territory. That unity generates confidence, and confidence is the starting point for any tourism investment.
The BBVA Tourism and Investment Forum 2026 was a good example of this, as it served as a space for frank conversation with financial actors seeking certainty, viable projects, and clear rules. There, I shared the sector’s results for the last year, expectations for growth, investment, and employment, as well as the country’s projection in international markets.
The opening of Fitur had special significance as it included representatives of indigenous peoples. At the Ministry of Tourism, we are clear that community-based tourism is not a complement but a central part of the national strategy, in line with the vision of President Claudia Sheinbaum Pardo. Including communities means recognizing their role as hosts and ensuring that the benefits reach those who safeguard cultural heritage.
Another central theme was the work leading up to the 2026 World Cup. At the fair, it became clear that this event should not be understood as a goal in itself, but as a lever to improve connectivity, services, and the tourist experience. Mexico City, Jalisco, and Nuevo León showed concrete progress and, in doing so, sent a useful message to the entire country: major events bring real benefits when they are integrated into a coherent tourism policy and not when they are reduced to temporary promotion.
Assuming the pro tempore presidency of the Mundo Maya Organization was, personally, one of the most significant moments. This responsibility places Mexico in a position of regional leadership that transcends borders. The Mundo Maya region represents living history, natural heritage, and communities that require responsible tourism models. Leading this agenda will enable progress on multinational routes, technical cooperation, and joint promotion that distributes benefits and cares for the territories. For Mexico, this translates into greater international visibility and better conditions for managing tourism growth.
Even gestures carry weight. Wearing garments made by artisans from different states was a way of bringing a narrative to this year’s International Tourism Fair that goes beyond discourse: each textile tells a story of work, identity, and territory, and showing it to the world is a way of dignifying that knowledge and integrating it into the tourism experience.
In addition, I brought a clear message to the Fair from the Ministry of Tourism: gastronomic and community tourism are no longer complementary segments, but direct ways to showcase Mexico’s true value. Our cuisine is not limited to prestigious restaurants, but is born in communities, markets, traditional kitchens, and local production chains that sustain employment and preserve identity.
The same is true of community-based tourism, which opens the door to regions outside the traditional circuits and allows for a closer relationship between visitors and hosts. For Mexico, this vision means attracting travelers interested in meaningful experiences, willing to invest time and resources in the country; for businesses, it means new customers, longer stays, and a deeper connection with what the country has to offer. It is a direct and responsible way to expand the reach of Mexican tourism without diluting its essence.
The benefits for Mexico are not measured only in signed agreements or awards received, but are reflected in greater international confidence, investment, and a tourism policy that understands the country as a diverse mosaic, capable of growing without losing its essence. That, in my view, is the real benefit of this fair.
