Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, and Maricarmen Martinez Villarreal, the Secretary of Tourism for Nuevo León, conducted a tour of the state to promote tourism in the region.
The head of the Ministry of Tourism (Sectur) met with the Governor of Nuevo León, Samuel García Sepúlveda, to present the tourism promotion actions ahead of the 2026 FIFA World Cup, as Monterrey will be one of the chosen host cities in Mexico.
In this regard, she highlighted the celebration of “Mundialitos” in the 177 Magic Towns across the country and the restoration of at least two public spaces in each host state; the revitalization is through the “Rutas Mágicas de Color” Program. The implementation of these tourist routes will start from host cities and go through the main tourist attractions in the area.
The federal official praised the role of tourism in Nuevo León’s economy, noting that the state’s Tourism GDP contributes 5.7 percent of the total state GDP, while its contribution to national Tourism GDP is 5.4 percent.
Rodríguez participated in the event “Empowering Through Tourism and Football: A Goal for Equality,” where she emphasized, “It’s time for women in tourism, and it shows!” The arrival of 10.5 million women via air travel to Mexico, 51.3 percent of the total tourists, reflects women’s autonomy.
She also highlighted that in Mexico, 58.2 percent of the workforce is female, while women represent 54 percent globally.
She invited the attendees to continue working on actions to achieve equality and empower all women, girls, and adolescents.
“Gender equality is not only a right, but an obligation and a strategy to overcome the challenges of the industry,” she stated.
The Secretary of Tourism also participated in the panel “The Crystal Ball: Expectations and Progress,” where she explained that football and tourism are powerful tools for social transformation, where teamwork, respect, and the recognition of talent make women great leaders both on and off the field.
She emphasized the significance of the 2026 FIFA World Cup, which will not only consolidate Mexico as a tourism powerhouse but will also be a global meeting point where football and Mexican identity will merge into a unique experience.
During the event, the Secretary of Tourism of Nuevo León, Maricarmen Martínez Villarreal, presented the “Guide to Actions for Equality in the Tourism Sector” as an important tool to ensure greater opportunities for women in the sector and promote fair labor practices with a gender perspective.
“The presentation of this guide represents a firm step toward building more inclusive tourism with equal opportunities for everyone. In Nuevo León, we are committed to promoting fair labor practices and opening more spaces for women in the tourism sector, always in collaboration with the federation and with the vision of consolidating our state as a national benchmark for equality and sustainability,” she said.
In a meeting with tourism sector entrepreneurs in Nuevo León, Josefina Rodríguez invited them to continue strengthening a strong, resilient, and sustainable tourism industry and to collaborate in its expansion, with an emphasis on ensuring its growth translates into jobs, investments, and social well-being.
“Every visitor who steps on this land not only discovers its natural and cultural wealth but also contributes to the prosperity of thousands of families. Shared prosperity, which our president, Claudia Sheinbaum Pardo, has been promoting as an integral vision of her administration,” she declared.
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