The Mexican Government has reaffirmed its commitment to promoting the state of Puebla by supporting the official launch of its new destination brand—an integrated strategy aimed at positioning Puebla as one of the leading tourism reference points on both the national and international levels.
During the presentation, Mexico’s Minister of Tourism Josefina Rodríguez Zamora emphasized that this initiative represents much more than just a graphic image.
“When you create a tourism brand, you create a presence not only nationally, but internationally. This brand will be showcased in more than 14 international tourism fairs and 9 roadshows in the United States and Canada. It encourages people to discover the greatness of a state that has it all,” she said.
Accompanied by Puebla Governor Alejandro Armenta Mier and the state’s Secretary of Tourism, Carla López-Malo, Rodríguez Zamora emphasized that the new brand identity will unify and showcase Puebla’s vast tourist attractions, including its colonial Magical Towns, archaeological sites, traditional cuisine, and expanding tourism infrastructure.
“This brand belongs to you. It reflects your history, your identity, your way of welcoming the world. I’m convinced that a good brand should inspire, move, and activate,” the head of the Ministry of Tourism (Sectur) added.
Rodríguez Zamora also pointed out Puebla’s recent progress in the tourism sector. In just the first half of 2025, the state received over 3.1 million tourists—a 7.1% increase compared to the same period the previous year. Its international airport handled more than 235,000 passengers in just five months, marking an 18.7% growth compared to 2024.
“When a state strengthens its identity as a destination, it opens more opportunities for employment, economic growth, and shared prosperity,” she affirmed.
Governor Alejandro Armenta stressed that the creation of the “Destination Puebla” brand represents a long-term state policy aimed at projecting its identity both nationally and internationally—transcending government administrations.
“Puebla, the heartbeat of Mexico, symbolizes the heart of a state with unique richness in culinary delights, architecture, culture, and traditions present in every nook and cranny. We will work so that all entry and exit points of the state are marked with a distinctive sign that makes every visitor exclaim: ‘Qué chula es Puebla!’,” he said.
The ceremony was attended by local authorities, members of the business and tourism sectors, and representatives of Puebla’s broader tourism community.
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