Mexico has officially launched its international roadmap as Partner Country of FITUR 2026, positioning tourism as a strategic engine for growth, investment, and global visibility. Backed by strong visitor growth and ahead of a landmark year that includes hosting the FIFA World Cup, the country is using the Madrid travel fair to showcase its diversity, emerging destinations, and long-term ambitions to the global market.
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Mexico Sets the Agenda for FITUR 2026
Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, has unveiled a wide-ranging programme designed to elevate Mexico’s tourism profile and attract international investment ahead of FITUR 2026, to be held from 21–25 January 2026 at IFEMA MADRID.
The announcement was made in Madrid with the support of the Embassy of Mexico in Spain, marking the formal presentation of Mexico’s role as Partner Country of one of the world’s most influential travel trade fairs.
Attending the presentation were senior representatives from across government and the tourism sector, including Quirino Ordaz, Mexico’s Ambassador to Spain; Altagracia Gómez, Coordinator of the Economic Development Advisory Council; Bernardo Cueto Riestra, President of ASETUR; and Daniel Martínez, Executive Vice President of IFEMA MADRID.
Rodríguez Zamora described the partnership as a strategic opportunity to reinforce Mexico’s position on the global tourism stage.
“Being FITUR 2026 Partner Country represents a strategic opportunity to position Mexico as a global tourism powerhouse, highlight its cultural, natural, and gastronomic wealth, and present new routes and emerging destinations to professionals, investors, media, and travellers.”
FITUR 2026 as a Strategic Global Platform
FITUR remains one of the most important international platforms for tourism promotion, investment dialogue, and destination positioning. Mexico’s designation as Partner Country comes at a moment of sustained growth for its tourism industry.
Between January and July 2025, Mexico recorded:
- USD 21.68 billion in international visitor revenues, up 6.8% year on year
- 27.7 million international tourists, a 7.2% increase
- 55.8 million total international visitors, representing 13.5% growth
These figures underline Mexico’s global appeal and support its ambition to become the fifth most visited country in the world by 2030.
At FITUR 2026, Mexico aims to convert this momentum into greater visibility, new partnerships, and long-term investment across the tourism value chain.
An Immersive Showcase of Mexico’s Diversity
The 46th edition of FITUR will see Mexico present an innovative, immersive, and interactive pavilion, showcasing the breadth of its tourism offering.
Highlights will include:
- Representation from all 32 Mexican states
- Dedicated spaces for Pueblos Mágicos (Magical Towns)
- Promotion of 35 UNESCO World Heritage Sites
- Cultural icons such as Día de Muertos and the Veracruz Carnival
- Emerging and lesser-known destinations positioned alongside established tourism hubs
Gastronomy, crafts, and cultural activations will form a central part of the experience, reinforcing Mexico’s identity as a destination rooted in heritage while evolving through innovation.
Investment, Sustainability, and New Tourism Segments
Beyond destination promotion, FITUR 2026 will serve as a platform to advance Mexico’s priorities in sustainability, infrastructure, and community-based development.
Strategic meetings are planned with:
- International tourism operators
- Institutional investors
- Private-sector partners
- MICE and event specialists
Mexico will also highlight diversified tourism segments that reflect changing traveller demand, including:
- Community-based tourism
- MICE and business travel
- Health and wellness tourism
- Romance and destination weddings
- Sports tourism
According to Rodríguez Zamora, these segments allow visitors “to discover and truly experience” Mexico beyond traditional leisure travel.
A Historic Year: FITUR and the 2026 FIFA World Cup
Mexico’s role as FITUR 2026 Partner Country aligns with a broader moment of international projection, as the country prepares to co-host the 2026 FIFA World Cup.
Officials see FITUR as the starting point of a global narrative that connects sport with culture, gastronomy, design, and hospitality. The objective is to position Mexico not just as a host nation, but as a gateway to diverse experiences extending far beyond stadiums.
Ambassador Quirino Ordaz described the designation as a milestone in Mexico’s global engagement.
“Mexico being FITUR 2026 Partner Country is a historic milestone that projects its presence not only in Spain but worldwide, strengthening cooperation ties and opening the door to greater tourism exchange and strategic investment.”
Institutional Backing and International Reach
Mexico’s Ministry of Foreign Affairs, through its embassy network in Spain, is coordinating institutional support for the FITUR programme. The initiative aligns with the government’s broader public and tourism diplomacy strategy, designed to maximise international exposure at one of the sector’s most influential events.
From IFEMA MADRID, Executive Vice President Daniel Martínez highlighted the significance of Mexico’s participation.
“FITUR 2026 will be a historic edition with an unprecedented commitment to knowledge generation and exchange. It is an honour to have Mexico as Partner Country, standing as an example of a global tourism powerhouse through destination transformation, innovation, and the promotion of biocultural heritage.”
At a Glance
- Event: FITUR 2026, International Tourism Fair
- Dates: 21–25 January 2026
- Location: IFEMA MADRID, Spain
- Partner Country: Mexico
- Key Focus: Tourism promotion, investment, sustainability, and diversification
- Tourism Growth (Jan–Jul 2025):
- USD 21.68bn in visitor revenues (+6.8%)
- 27.7m international tourists (+7.2%)
- Strategic Context: Lead-up to the 2026 FIFA World Cup and Mexico’s goal to rank among the world’s top five most visited countries by 2030
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