The Ministry of Tourism (Sectur) and the Confederation of National Chambers of Commerce, Services, and Tourism of Mexico (Concanaco Servytur) announced new joint actions to strengthen the tourism sector and position the country among the five most visited nations in the world.
During the Executive Committee meeting of Concanaco Servytur, the head of Sectur, Josefina Rodríguez Zamora, emphasized the importance of building trust between authorities and the private sector to ensure the growth of national tourism.
“I want to ask you to be ambassadors of our own country. If we become a network of voices saying: Come to Mexico, we will have two million tourism ambassadors,” Rodríguez Zamora said.
The Minister recalled that in July the National Tourist Self-Verification Campaign 2025 was launched, which will remain in effect until August 30. The program aims to promote the best practices among service providers through a voluntary, digital, and transparent exercise.
So far, more than 3,000 tourism providers have joined this initiative, which allows them to assess their compliance independently and demonstrate quality in serving visitors.
Rodríguez Zamora also announced that Mexico will participate in eight roadshows in the United States and Canada, and that the country brand will be present at 15 international fairs in 2026, a year she described as historic for the Mexican tourism industry.
She also highlighted that the Government is promoting initiatives such as the Community Seal and the Community Experiences Guide, in line with the policy of making tourism a driver of Shared Prosperity.
The official thanked Concanaco Servytur president Octavio de la Torre de Stéffano for the invitation and highlighted the presence of women leaders in the presidium, which she considered a reflection of the growing role of women in the country’s tourism and business sectors.
Finally, the Minister concluded that tourism in Mexico must move towards a more diverse, sustainable, and high-quality model capable of generating economic and social wellbeing in all communities.
“Mexico is the sixth-largest tourism power in the world, and by working hand in hand with the private sector, we will be able to consolidate a stronger and fairer tourism for all,” she stressed.
Related: Mexico Surges as the Second Most-Visited Tourist Destination in the Americas
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