Spain, Mexico Strengthen Tourism Ties Ahead of FITUR 2025
On the morning of January 21, the Embassy of Mexico hosted a press conference led by Mexico’s Federal Secretary of Tourism, Josefina Rodríguez Zamora. The event announced that 21 Mexican states will participate in FITUR 2025, which opens on January 22 at 10:30 a.m. The initiative reflects Mexico’s commitment to showcasing its diverse tourism offerings at one of the world’s most prominent travel fairs.
Mexico to Be Guest Country at FITUR 2026
During the event, Rodríguez revealed that Mexico will be the guest country at FITUR 2026, a major honor that underscores the nation’s deepening relationship with Spain. Preparations for this spotlight role will begin in March, with activities planned across Madrid and various Mexican states. These efforts aim to solidify Mexico’s cultural and tourism connections with Europe. Events like the Day of the Dead in Morelia and across the country will highlight Mexico’s rich traditions during this promotional campaign, which will run from March 2025 to January 2026.
To ensure the success of its participation, Mexico’s embassy, local governments, and other institutions are already coordinating logistics for events and venues, aiming to present the nation’s vibrant culture in its full splendor.
Aims of Mexico’s Tourism Promotion
In her address, Rodríguez emphasized the positive image tourism projects for all nations, stating, “Tourism is undoubtedly the beautiful face of every country, where we can share the good news about our nation.” She underscored the scale of Mexico’s delegation this year, featuring 21 states, 10 governors, and 93 tourism companies, occupying the largest pavilion from the Americas at FITUR.
The primary goal of Mexico’s presence at FITUR is to strengthen its visibility in Europe. As the sixth-largest global tourism power and fifth in European inbound tourism, Mexico attracts approximately 340,000 European visitors annually. Rodríguez highlighted Mexico’s successful 2024 tourism performance, with a 15% increase in tourists compared to 2023, totaling 77 million visitors and generating an 8% annual economic growth. The ultimate objective, she noted, is to make Mexico the fifth most-visited country globally, in line with the national tourism strategy.
Additional Highlights of Mexico’s Tourism Strategy
Other announcements focused on initiatives like the Maya Train, designed to boost tourism in 177 “Magic Towns,” and the reopening of airports, including Acapulco’s, following hurricane damage. The establishment of the Mexican Pacific Tourism Council was also unveiled. Coordinated by the Secretary of Tourism of Guerrero, this alliance unites 11 states to capitalize on the growing cruise tourism sector. Together, these states share 34 airports, 15 maritime terminals, and 130,000 hotel rooms.
Acapulco is making significant strides in recovering its full operational capacity after the hurricane, with 8 billion pesos invested in renovating damaged hotel infrastructure. Another key initiative is Guerrero Week, set to take place in Madrid this September, with a program already in development.
Strengthening the Bond Between Spain and Mexico
Closing her remarks, Rodríguez highlighted the cultural connections between Spain and Mexico, stating, “Each of our countries is rich in its own way. Spain and Mexico share countless ties, but through FITUR, we will transport the aromas, gastronomy, culture, artisans, and their live workshops beyond the confines of a convention center. This way, we can truly experience Mexico.”
