Josefina Rodríguez (Mexico): At FITUR 2027, we will be showcasing the country’s vast tourism diversity
FITUR is a vital platform for Mexico due to its ability to generate promotion, business, investment and new partnerships with Spain and Europe, says Josefina Rodríguez Zamora, the country’s Secretary of Tourism. “Following our participation as a Partner Country at FITUR 2026, we hope that FITUR 2027 will enable us to build on the relationships we have forged, showcase new products and experiences, and continue to highlight the immense tourism diversity across the country’s 32 states.”
Why is tourism a strategic industry for Mexico?
Tourism is a strategic industry for Mexico because it creates jobs, bolsters local economies and opens up opportunities for millions of families. By the second quarter of 2026, tourism had reached a record-breaking 5,067,000 people employed.
Our vision is that this growth will lead to shared prosperity: that the benefits of tourism will reach more regions, communities, small-scale service providers and the entire value chain.
What is the current state of the Mexican tourism industry?
Mexico is enjoying a boom in tourism. In the first half of 2026, we welcomed 51.1 million international travellers, 7.7% more than a year earlier, and 24.5 million international tourists, representing growth of 4.6%.
But our aim is not simply to increase visitor numbers. We want this growth to create more jobs, investment and opportunities, and for its benefits to reach more communities and regions across the country.
We are also stepping up our international promotional activities. Between September and November, Mexico is taking part in eight key trade fairs across Europe, Asia and the Americas. In addition, Guadalajara will be hosting ITB Américas for five years, bringing international buyers into contact with the country’s tourism offerings.
What types of tourism are you currently promoting?
In 2026, we are strengthening industries such as community-based tourism, cultural tourism, gastronomic tourism, sports tourism, meetings tourism and nature tourism, supported by an investment policy focused on well-being and sustainability.
We have a portfolio of 773 tourism projects worth over 42 billion dollars and have presented the first Ten-Point Sustainable Tourism Investment Framework. We are also promoting projects such as Tulum Renace and new opportunities in sports tourism, a sector that is growing by more than 25% a year.
What are Mexico’s main international source markets for tourists?
The United States and Canada are our main international markets, but we are working to diversify the influx of tourists and strengthen markets with great potential.
Europe is of strategic importance, and Spain plays a very significant role due to our links, connectivity and ties to the tourism industry. We will therefore be strengthening our presence at events such as TOP RESA, WTM London, TTG Travel Experience and IBTM Barcelona throughout 2026, as part of a strategy to bring more Mexican destinations to the European market.
How important is your country’s participation in a trade fair such as FITUR, and what are your expectations for FITUR 2027?
FITUR is a vital platform for Mexico due to its ability to generate promotion, business, investment and new partnerships with Spain and Europe.
Following our participation as a Partner Country at FITUR 2026, we hope that FITUR 2027 will enable us to build on the relationships we have established, showcase new products and experiences, and continue to highlight the immense diversity of tourism across the country’s 32 states.