Mexico will be the FITUR 2026 Partner Country, aiming to showcase its cultural and natural assets, attract global tourism investment, and promote emerging destinations and tourism segments.
Mexico has been officially designated as the Partner Country for FITUR 2026, the 46th edition of the International Tourism Fair, which will take place from January 21 to 25, 2026, at IFEMA MADRID. The announcement was made at the Mexican Embassy in Spain and included senior representatives from the public and private sectors, among them Josefina Rodríguez Zamora, Secretary of Tourism of Mexico, and Daniel Martínez, Executive Vice President of IFEMA MADRID.
According to Secretary Rodríguez Zamora, Mexico’s participation aims to reinforce its position as a global tourism leader by promoting its wide cultural and natural offering, gastronomic heritage, and new tourism routes. The program is expected to appeal to industry professionals, investors, international media, and the global travel trade.
Strategic timing for Mexico’s tourism sector
The announcement coincides with a period of growth for Mexican tourism. Between January and July 2025, international visitor revenue reached USD 21.682 billion, a 6.8% year-on-year increase. 27.7 million international tourists visited Mexico during that time (+7.2%), while total international arrivals surpassed 55.8 million, marking a 13.5% increase compared to 2024.
This upward trend supports Mexico’s broader strategic goal: to become one of the top five most visited countries in the world by 2030. FITUR is seen as a key platform for advancing this ambition by providing visibility, access to global markets, and high-level networking opportunities.
Focus on diversity, sustainability, and local communities
At FITUR 2026, Mexico will feature an interactive and immersive pavilion, the largest from the Americas, with representation from all 32 Mexican states. The country plans to highlight its tourism regions, Pueblos Mágicos, and a combination of well-established destinations and lesser-known areas.
Programming will include:
- Presentations of sustainable tourism projects
- Cultural activities and performances
- Strategic meetings with global tourism stakeholders
- Showcasing of gastronomic and artisan products
- Promotion of niche segments, including MICE, wellness, romance, and community-based tourism
Mexico’s participation is also framed within the broader context of its co-hosting of the 2026 FIFA World Cup, creating additional opportunities to align tourism promotion with major international events. The country aims to present not only football venues, but also a broader cultural experience that includes design, crafts, cuisine, and heritage routes.
The Ministry of Foreign Affairs, through the Mexican Embassy in Spain, will coordinate tourism promotion efforts, aligning with Mexico’s international diplomacy strategy. According to Ambassador Quirino Ordaz, this collaboration will enhance commercial ties, bilateral cooperation, and attract new tourism-related investments.
Daniel Martínez of IFEMA MADRID emphasized that FITUR 2026 will be a landmark edition, with a strong focus on the exchange of knowledge and innovation, adding that Mexico represents a model of tourism development grounded in local engagement and sustainability.
