Chihuahua Showcases Its Cultural Riches at WTM London 2024
By Veronica de Santiago
World Travel Market (WTM) London 2024 has begun, with exhibitors from around the globe converging on the British capital to connect, exchange ideas, and showcase the latest in travel. Held at the ExCeL London convention center from November 5 to 7, this pivotal event brings together tourism professionals and companies aiming to enhance their presence in European markets.
Among the exhibitors is Julio Omar Chávez Ventura, Director of the Tourism Promotion Trust of the State of Chihuahua, marking Chihuahua’s first appearance at this international trade fair. In an interview, he shared the state's objectives for their debut, emphasizing the ambition to attract the British and European markets by presenting Chihuahua as a cultural and experiential destination with unique natural attractions.
Exploring the British Market's Interest
Chávez Ventura highlighted Chihuahua’s spectacular landscapes, especially the Copper Canyon (Barrancas del Cobre), as a prime attraction. With dramatic cliffs four times larger and twice as deep as the Grand Canyon, this stunning natural wonder offers travelers unparalleled vistas and unique experiences with the indigenous Rarámuri people. Known as "the people with light feet" for their endurance running, the Rarámuri provide a deeply immersive experience where visitors can stay, dine, and even engage in marathons alongside this famed indigenous group.
The pandemic, according to Chávez Ventura, has shifted global tourism trends, with travelers now seeking cultural depth and active experiences beyond just relaxation. Chihuahua aims to meet this demand with offerings that blend adventure, tradition, and history.
Infrastructure and Hotel Development in Chihuahua
To support its tourism ambitions, Chihuahua has invested in infrastructure, including hotels and transportation. The state boasts approximately 6,000 hotel rooms in the capital, Chihuahua City, and 8,000 in Ciudad Juárez near the Texas border. In the scenic Sierra Tarahumara, there are around 3,000 rooms spread across cabins and three- to four-star accommodations.
The opening of the Copper Canyon Airport is also a recent milestone, with flights now arriving from Los Cabos and Los Mochis. Plans are underway to add routes from Toluca, just a short journey from Mexico City, which would enhance accessibility for travelers coming from Europe and beyond.
Key Markets and Future Prospects
Currently, the United States is Chihuahua’s primary international tourism market, followed by Spain and Colombia. However, the state is actively exploring new markets within Latin America, with Chile and Argentina seen as promising prospects. Chávez Ventura noted that indirect routes through Mexico City are an advantage, as South American visitors can easily connect to Chihuahua from there.
With a growing portfolio of attractions and strategic plans to improve connectivity and accommodations, Chihuahua is making its presence felt at WTM London 2024, positioning itself as an adventurous and culturally rich destination in Mexico.
