"Mexico will be participating in FITUR 2026 with all 32 states and more than 190 companies."

What does tourism represent to Mexico's economy and how has the industry evolved in recent years?

Mexico is the sixth most visited country in the world and tourism accounts for 8.6% of its GDP, but above all we are the first industry to employ young people and the second in terms of jobs for women. In our country we say ‘it’s time for women’. We are fortunate to have the first female President after more than 200 years, and this is also very important for the tourism industry. Nowadays, more women than men are travelling to Mexico. We have experienced a 7.3% tourism growth between January and June this year, and in 2024 we welcomed more than 45 million visitors and expect to end 2025 with 48 million. We intend to be the fifth most visited country in the world by 2030. 

How important is the well-being and participation of society and local communities in the tourism model pursued by the country?

We have a motto: generating shared prosperity through tourism. It refers to the fact that tourism is for everyone. We want the entire industry to involve the population. We cannot think of tourism that does not generate well-being for the Mexican people or that does not entail environmental sustainability, but above all we are generating, for the first time, a policy of community-based tourism governance. This means that Mexico offers experiences that are totally unique in the world and which are related to the transmission of our traditions, history, knowledge and flavours.

What actions is your government taking to further enhance Mexico's cultural, heritage and gastronomic offer?

‘Mexico is in fashion’, and I can tell you three reasons why it is more fashionable than ever. We are the fifth country in the world in terms of cultural resources and the first power in terms of natural resources with 32 states that are marvellous jewels that are home to all types of natural biodiversity. In addition, the infinity of colours, textiles, flavours and cultures of our indigenous peoples make them unique experiences. And the third reason, perhaps the most important, is our people. We are natural hosts, we have a huge heart to receive and our people are the true stars of real tourism, which means that our visitors not only enjoy an experience, but also carry the face of Mexico with them around the world.

What is the role of public-private partnerships in trying to make Mexico the fifth most visited destination in the world?

It's not just an attempt, we are going to achieve it. We have everything to be the fifth country and more so as a tourist power. Tourism is a close-knit industry and we cannot conceive it without the private sector, investments, and the commitment of new hotel offerings and new tourism experiences. A destination has to renew itself and we currently have a private investment portfolio of more than 26 billion dollars, which speaks of new projects that the industry is committed to. It is a noble industry that brings good news, and generates resources for the community, and is very committed to promoting the destination and speaking well of its country.

How do you propose to combine competitiveness and sustainability in the development of the Mexican tourism industry?

We are looking for destinations, together with the private sector, that are increasingly sustainable, with master investment plans that care for the environment. We are also innovating, digitalising our towns. We have to be more competitive, to be able to pay in any destination in the different ways that our providers can market, etc. We are in that phase where the destination has undergone a digital transformation while maintaining its essence.

What actions have you implemented to encourage deseasonalisation and market diversification?

Two very important policies. The first is sports tourism. Currently, we have managed to avoid the seasonal nature of tourism in many states due to high-impact, world class sporting events. This specialised tourism generates overnight stays at times and in places where there is not usually a large number of tourists. The second is the policy of community-based tourism. There is no sustainability other than that related to the originator of the land itself and its traditional and cultural context. We have a catalogue of unique and authentic community experiences promoted together with UNESCO that are already marketed nationally and internationally, and that contribute to the non-seasonality of tourism.

How do innovation, technology and AI influence the growth potential of Mexican tourism businesses?

We, as the Federal Government, have already initiated the promotion of AI and our platform Visit Mexico, which already organises package tours and with which we try to make life easier for tourists, like many of the world's tourism powers. On the other hand, we are digitalising the industry, from a traditional balloon man to a large hotelier, from a traditional cook to a large restaurant chain. We are currently in the phase of gradually digitising services so that they can enter the industry's marketing chain.

What are the main outbound tourism markets for Mexico and what is the goal?

There are three goals. The first, to continue consolidating our country's main source markets, which are the United States, Canada and Colombia. The second is to look for new emerging markets such as Asia, where the desire to discover Mexico has increased and where we are carrying out a promotional campaign. And the third is to grow those markets which, although we have not lost them, have not grown either, such as Europe, which is our sixth largest market, but which is increasing very little year by year. We will make a promotion in this very large market with which we share many similarities to tell them that they have to come to Mexico to get to know our new tourism offer.

How has the relationship and tourist flows between Spain and Mexico evolved in recent years and what prospects do you foresee for the future?

The number of Mexicans visiting Spain is growing more than the number of Spaniards coming to Mexico. We remain steady with a 2% annual increase, but it should be higher as we have a great air connection with almost 200 flights per month and a new offer. A Mayan Train, great beach, cultural and wellness destinations... We have to tell the world and Spanish tourism all about it.

What will Mexico’s participation as a Partner Country at FITUR 2026 mean for the promotion of tourism in Mexico and how will it contribute to strengthening its international projection?

It will be the start of a great permanent promotion, it’s a fantastic opportunity. For me, FITUR is the world’s leading tourism trade fair, where 156 countries are present. This platform allows Mexico to showcase its new offer and its vision of real community-based tourism and to connect with buyers looking for the unique experiences that Mexico has to offer. The fact that we can count on a large delegation, not only of tour operators but also of other companies, will allow trade fair visitors to get to know first-hand our textile products, our gastronomy, etc. straight from their place of origin.

What proposals will Mexico be presenting at the fair and what business aspect will the stand be featuring?

For the first time ever, all of Mexico, all 32 states, are attending FITUR, which is a milestone for our country. Until now, the largest delegation that has ever attended the trade fair was from 17 states. In this next edition there will be more than 190 Mexican companies from the private sector. In addition, thanks to the great work we have done with IFEMA MADRID and the entire FITUR team, we have increased the stand space, which will be full of colour, flavour and the desire to express the Mexican pride.