Mexico Takes Center Stage as Partner Country at FITUR 2026
The opening day of FITUR 2026 was dominated by the vibrant presence of Mexico, this year’s official Partner Country. The Mexican delegation, led by Secretary of Tourism Josefina Rodríguez Zamora, unveiled the largest pavilion in the Americas section, representing all 32 Mexican states. The inaugural morning was marked by a massive display of Mexicanidad, featuring traditional dancers and artisans who brought the spirit of the "Magical Towns" to the heart of Madrid.
The partnership is a strategic move for the North American nation, which saw a 13.9% growth in tourism throughout 2025. By taking the lead at FITUR, Mexico aims to cement its position as the world’s fifth most visited destination. The pavilion is not merely a promotional space but an immersive experience where professionals can explore 35 UNESCO World Heritage sites and upcoming major events like the 2026 FIFA World Cup.
During the first professional sessions, Mexican officials held high-level meetings with international investors to discuss sustainable infrastructure projects. These talks focused on diversifying the country’s tourism beyond coastal resorts, highlighting nature-based experiences and cultural routes. The goal is to ensure that tourism wealth reaches indigenous communities and smaller "Pueblos Mágicos."
As the morning progressed, the Mexican stand became a hub for gastronomic diplomacy. Traditional cooks showcased dishes recognized as UNESCO Intangible Cultural Heritage, celebrating the 15th anniversary of this prestigious designation. This culinary showcase is part of a broader "Mexico is in Fashion" campaign designed to attract high-impact travelers from European markets.
Industry experts noted that the scale of Mexico’s involvement reflects a new era of public-private collaboration. More than 800 Mexican representatives are on-site to facilitate business deals, demonstrating a unified front. The morning’s activities concluded with a series of cultural performances, including the Guelaguetza of Oaxaca, which drew large crowds of trade professionals.
The first day has successfully positioned Mexico as a tourism powerhouse capable of blending ancient tradition with modern hospitality. As the fair continues, the Mexican delegation expects to sign several major agreements with European tour operators. This initial success sets a high bar for the remaining four days of the event.
