Mexico concluded its participation with outstanding results as the Partner Country at the 46th edition of the International Tourism Fair (FITUR) 2026, held in Madrid, Spain, further strengthening its position as a leading global tourism destination. The country’s presence was defined by a coordinated strategy focused on international promotion, expanded air connectivity, investment attraction, and strong cultural visibility at one of the most important tourism events worldwide.
Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, stated that the country’s role at FITUR 2026 represented a milestone in the international promotion of Mexican tourism. She emphasized that more than 155,000 tourism professionals attended the fair during its first three days, reflecting sustained global interest in Mexico’s destinations, tourism products, and travel experiences.
From January 21 to 25 at IFEMA Madrid, Mexico presented the largest and most visited pavilion in the Americas, spanning 1,800 square meters. For the first time, all 32 Mexican states participated together, supported by 1,500 exhibitors and a delegation of more than 800 representatives from government, private companies, and key tourism organizations. This unprecedented participation highlighted the unity of Mexico’s tourism sector and reinforced the country’s image as a diverse, competitive, and reliable destination. In parallel, more than 100 cultural and promotional activities were held inside and outside the exhibition center.
Mexico at FITUR 2026 also served as a strategic platform to strengthen air connectivity with Europe. Major announcements included new Aeromexico routes such as Mexico City–Barcelona and Monterrey–Paris, in addition to a total of 71 weekly flights to Europe. Iberia expanded its operations with new routes from Monterrey and Guadalajara to Madrid, while Iberojet launched the Querétaro–Madrid service and Air Europa explored a potential future route from Guanajuato.
Beyond the exhibition halls, Mexico expanded its cultural presence across Madrid through high-impact promotional actions, including the display of a Wixárika artwork at Puerta del Sol. At the institutional level, Mexico assumed the Pro Tempore Presidency of the Mundo Maya Organization for the 2026–2028 period, reinforcing its regional leadership and commitment to community-based and sustainable tourism development.
