Tlaxcala began its third participation at the International Tourism Fair (FITUR) 2026 on Tuesday, January 20, one of the world’s most important tourism events, taking place from January 21 to 25 in Madrid, Spain. The state’s presence aims to strengthen its international projection as a cultural, gastronomic, and sustainable tourism destination.
Activities began with the event “Marketing the Tlaxcala Destination,” held at the Punta Arena restaurant at Casa de México in Madrid. The presentation was led by Governor Lorena Cuéllar Cisneros and Tlaxcala’s Secretary of Tourism, Fabricio Mena Rodríguez, and brought together tour operators, travel agencies, and international media representatives interested in the state’s tourism offerings.
As part of the agenda prior to FITUR’s official opening, the governor also participated in a seminar at Casa de América, where she emphasized the importance of cultural dialogue between Mexico and Spain. She noted that these spaces help move beyond oversimplified narratives and allow for the sharing of the historical and cultural richness that connects both nations.
The Tlaxcala delegation is made up of more than 25 participants, including artisans, traditional cooks, chefs, dancers, and tour operators, showcasing the state’s cultural diversity. One of the main attractions at Tlaxcala’s stand will be a monumental carpet created by master artisan Enrique de Terrenate, inspired by the mural The Embrace of Tizatlán by Desiderio Hernández Xochitiotzin.
In addition, Tlaxcala unveiled a monumental carpet at La Vaguada shopping center, considered one of Madrid’s most iconic locations. The artwork pays tribute to more than 500 years of shared history between Mexico and Spain and features, at its center, the figure of Malintzin, accompanied by symbolic representations of both nations. The presentation was complemented by performances from traditional Huehue dancers, capturing the attention of local visitors and tourists.
Within the framework of FITUR 2026, Governor Cuéllar announced that she will maintain an intensive work agenda in Madrid, including the signing of six to eight international agreements aimed at strengthening Tlaxcala’s tourism promotion. Through this strategy, the state seeks to expand its presence in international markets and position itself as a must-visit destination within Mexico’s cultural and historical tourism scene.
