Mexico officially launched its participation as Guest country at the International Tourism Fair (FITUR) 2026, unveiling the largest tourism pavilion ever presented by the country at one of the world’s most influential travel industry events.
The inauguration of Mexico’s pavilion was led by Josefina Rodríguez Zamora, Mexico’s Minister of Tourism, alongside Quirino Ordaz Coppel, Mexico’s Ambassador to Spain, marking the formal start of the country’s high-profile presence in Madrid.
“Today, Mexico presents itself united—public and private sectors, state governments, artisans, chefs, entrepreneurs, and destinations,” Rodríguez Zamora said. “This collective strength defines who we are and how we will build a more prosperous future for our country.”
She emphasized that Mexico’s role as Guest Country reflects the strategic vision of President Claudia Sheinbaum Pardo to position tourism as a key driver of national development, social inclusion, and community well-being.
“Mexico is in demand,” Rodríguez Zamora said. “There is growing interest, investment, and connectivity, as well as international recognition of our culture, cuisine, destinations and unique travel experiences. Mexico stands before the global community as a consolidated tourism power.”
Ambassador Ordaz Coppel underscored FITUR’s global relevance and described Mexico’s participation as unprecedented in scale. “This presence allows Mexico to be felt across Spain and beyond, while promoting greater tourism flows and investment opportunities for our country,” he said.
FITUR 2026 brings together representatives from 156 countries, more than 9,500 companies, and is expected to attract 250,000 international visitors between January 21 and 25. Mexico is participating as Guest Country for the first time, significantly expanding its visibility among the world’s leading outbound tourism markets.
Mexico’s pavilion spans more than 1,800 square meters, making it the largest exhibition space from the Americas at FITUR 2026. All 32 Mexican states are represented, showcasing the country’s cultural, natural, and culinary diversity through an immersive and interactive experience featuring destinations, Pueblos Mágicos colonial villages, heritage cities and emblematic celebrations.
A dedicated section highlights Mexico City, Guadalajara, and Monterrey, the three Mexican host cities for the 2026 FIFA World Cup, with the aim of capturing a share of the estimated 5.5 million additional international visitors expected during the tournament.
Rodríguez Zamora noted that Mexico’s participation at FITUR 2026 serves as a strategic platform to strengthen international promotion, expand air connectivity, generate new business and investment opportunities, and advance a tourism model that delivers tangible benefits to local communities under the principle of shared prosperity.
The opening ceremony was attended by governors from several Mexican states, senior federal officials, members of Congress, the Director General of Fonatur, and tourism authorities from across the country, underscoring a coordinated national approach to international tourism promotion.
Related: Mexico Posts Nearly 15% Growth in Cross-Border Tourism Spending in December 2025
