Mexican Minister of Tourism Josefina Rodríguez Zamora and Mexico’s representative for the organization of the 2026 World Cup, Gabriela Cuevas Barrón, presented the actions and strategies planned in relation to the event to business chambers, tourism organizations, and key industry leaders.
“We’re joining together in a team effort—today is an example of how the private sector and federal, state, and municipal governments are working for a single cause: tourism, the most noble sector,” the head of Ministry of Tourism (Sectur) explained.
At the offices of Punto México within the Ministry of Tourism, for the first time, the heads of the committees from the host cities’ committees gathered. These included Alejandra Frausto Guerrero, Mexico City Secretary of Tourism and Technical Secretary of the Mexico City Committee for the 2026 World Cup; Michelle Fridman Hirsch, Jalisco Secretary of Tourism; Maricarmen Martínez Villareal, Nuevo Leon Secretary of Tourism and state coordinator for the activities and preparations for the World Cup; and Juan José Frangie Saade, Mayor of Zapopan and general coordinator of the World Cup in Jalisco. They were joined and led by Minister of Tourism Josefina Rodríguez Zamora and Gabriela Cuevas Barrón, Mexican representative for the organization of the World Cup, alongside leaders of the national tourism sector and business chambers.
The head of the Ministry of Tourism (Sectur) explained that the goal of the meeting was to present the Mexican government’s planned tourism initiatives for the 2026 World Cup, and to invite private sector representatives to join and contribute to maximizing this major promotional opportunity for Mexico.
The heads of the tourism departments of the three host states presented their plans to capitalize on the World Cup, affirming that it will be a turning point in the history of tourism in Mexico.
Rodríguez Zamora emphasized that the 2026 World Cup will be the largest such event ever, featuring 104 matches across three host countries. Mexico will host 13 historic games, including the opening ceremony at Mexico City’s Stadium, the only one in history to host three World Cup openers.
She added that this global sports event offers an unparalleled opportunity to showcase Mexico’s identity, talent, and tourism richness to the world.
“Receiving more than 5.5 million additional visitors is a unique opportunity to attract new investments, strengthen the growth of jobs in the tourist sector, and promote Mexico as one of the world’s top destinations,” she said.
Rodríguez also introduced the Mexico of My Flavors culinary festival to business leaders. The event will take place at Campo Deportivo Militar Marte from June 5 to July 22.
She said this event is “an invitation to experience soccer with all the senses—together enjoying iconic dishes, discovering soccer-themed activities, and celebrating every goal of the Mexican national team.”
She also announced several initiatives in the World Cup host cities, among the most important of which are the creation of tourist routes, traditional ballgame reenactments at archaeological sites, a national soccer championship in the last three months of 2025 in the country’s “Pueblo Mágicos”, officially designated colonial villages renowned for their typical architecture, beauty, and cultural attractions, as well as beautification projects through the Magical Routes of Color strategy and the restoration of public spaces.
Gabriela Cuevas Barrón, Mexico’s representative for the organization of the World Cup, emphasized that this will be an event for everyone and will benefit all of the country’s 32 states.
“Let’s think about showcasing Mexico’s image, of this Mexico that we’re proud of, which is the 12th largest economy in the world, already a tourism and cultural powerhouse—and sharing that image with the four corners of the globe,” she stressed.
Nuevo León Tourism Secretary and state coordinator of the preparations for the 2026 World Cup Maricarmen Martínez Villarreal detailed the state’s efforts to position itself as both an industrial and tourist destination.
She said that the Nuevo León state government is working on three lines of action: public work projects, “Pónte Nuevo,” and the FIFA experience. The latter will promote improvements in infrastructure, security, the restoration of public spaces, and reforestation, among many others.
Jalisco Secretary of Tourism Michelle Fridman Hirsch indicated that with the collaboration of all participants in the tourism value chain, Mexico will have an opportunity to show its best face to the rest of the world and at the same time generate immediate tourism-related revenue.
She reported that new routes and experiences for decentralizing tourism are being created, encouraging visitors to fall in love with Jalisco. Airport and hotel infrastructure are also being expanded and modernized.
Mexico City Tourism Secretary and technical secretary of the capital’s organizing committee for the 2026 World Cup Alejandra Frausto Guerrero stressed the importance of offering the best possible experience to World Cup fans, turning them into ambassadors of Mexico’s greatness.
As part of the preparations for soccer’s maximum celebration, she announced the renovation of the Estadio Ciudad de México stadium (previously known as Estado Azteca) with a 3 billion peso (US$158 million) investment. After the World Cup, the venue will also serve as a space for sports events and a convention and exhibition center.
The Municipal President of Zapopan and General Coordinator of the 2026 World Cup in Jalisco, Juan José Frangie Saade, emphasized the importance of ensuring that the benefits of this type of sports event reach all communities in the state. He also emphasized that for the first time, the Mexican national team will play in Jalisco. Frangie Saade expressed his gratitude for the opportunity to collaborate and share ideas with organizers from other host cities with the aim of strengthening this joint effort.
Minister of Tourism Josefina Rodríguez Zamora concluded by affirming that Mexico is ready to make the 2026 World Cup the best in history. “In coordination with the three levels of government –federal, state and municipal- and the host city committees, Mexico will present itself to the world as the tourism and cultural giant it is, bringing the benefits of this event to every corner of the country—as instructed by our President, Claudia Sheinbaum Pardo.”
Mexican Press Agency is part of ALMA, which is dedicated to news and information about Mexico and Mexicans in the United States and is a fiscally sponsored project of Social Focus, a 501(c)(3) nonprofit organization based in Redwood City, California.
