Mexico Named Partner Country for FITUR 2026
Mexico will take center stage at the International Tourism Fair (FITUR) in 2026 as the official Partner Country, a collaboration agreement announced at Mexico’s pavilion during FITUR 2025.
The announcement was made by José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; Daniel Martínez, Executive Vice President of IFEMA MADRID; Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism; and Eduardo Martínez Garza, CEO of CREA. The event also featured the participation of Quirino Ordaz Coppel, Mexico’s Ambassador to Spain, accompanied by a delegation of Mexican governors, as well as Arancha Priede, Managing Director of Trade Fair and Congress Business at IFEMA MADRID, and María Valcarce, FITUR Director.
This partnership, formalized during FITUR 2025, will allow Mexico to strengthen its international positioning, enhance the promotional potential of its diverse tourism offerings, and showcase its cultural richness to the world.
Mexico's trajectory as a leading tourism destination has been remarkable in recent years. According to Mexico's National Institute of Statistics and Geography (INEGI), the country welcomed over 40 million international tourists up to November 2024, solidifying its status as one of the world’s most visited destinations.
The collaboration with FITUR 2026 presents an unparalleled opportunity for Mexico to highlight the natural, cultural, and gastronomic wealth of its 32 states and 177 Magical Towns. It further underscores Mexico’s dedication to leveraging major global platforms to promote its tourism sector and strengthen its appeal to international travelers.
José Vicente de los Mozos emphasized the significance of the partnership, stating, “This alliance deepens the ties between Spain and Mexico and marks the start of an exciting journey where we will combine efforts to promote Mexico's vast tourism wealth at FITUR, recognized today as the world’s most important tourism fair both in terms of participation and attendance.”
Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism, celebrated the announcement, adding, “The greatness of Mexico reaches every corner of the world. Today, we are proud to announce that Mexico will be the guest country for FITUR 2026. What’s most important is that we are not coming alone. We bring artisans, dancers, traditional chefs, entrepreneurs, all 32 states, and our Magical and Indigenous towns. Through tourism, we build bridges between sister nations, create shared prosperity, and foster the development of communities and their people. Viva Mexico!”
With this partnership, Mexico is set to captivate global audiences and reinforce its position as a tourism powerhouse in 2026.
