Partner Country Mexico is participating at FITUR 2026 with its biggest ever stand and the greatest display of its diversity in tourism

Mexico is set for a high-profile appearance at FITUR 2026 with one of the most significant participations at the International Tourism Trade Fair in its history. As Partner Country at the 46th edition of the Fair, being held from 21 to 25 January 2026, it is presenting a comprehensive agenda that will represent the essence of Mexicanness to the global tourism market both at IFEMA MADRID and at various iconic venues around the city. With the largest stand space in the Americas area, Mexico will be showcasing its cultural, touristic and gastronomic wealth through an updated, dynamic and highly representative format.

During FITUR 2026, Mexico will showcase to the world its cuisine, recognised as a UNESCO Intangible Cultural Heritage of Humanity since 2010, in addition to presentations of destinations, sale of handcrafted products and displays of cultural expressions such as the Guelaguetza of Oaxaca and the Danza de los Viejitos of Michoacán. All 32 states will be participating.

Thanks to its commitment to sustainability, strategic investment and the renowned hospitality of its people, Mexico has established itself as a global tourism powerhouse. This leadership is reflected in the building of international alliances and a growing global projection, with the aim of positioning itself among the five most visited countries in the world.

The Mexican delegation will be led by Josefina Rodríguez Zamora, Secretary of Tourism of the Government of Mexico, who stresses that "the distinction as a Partner Country at FITUR 2026 represents a unique opportunity to project the country under the principle of shared prosperity".

During 2025, the phrase "México está de moda" (Mexico is in fashion) was consolidated as a recurrent message when presenting the results of the tourism industry. From January to October 2025 alone, Mexico received 79.3 million international visitors, with Canada and the United States as consolidated strategic markets. The profile of the international visitor reflects a greater participation of people between 30 and 59 years of age, who represent 52.9 % of the tourists entering the country by air, consolidating Mexico as a competitive destination with a global reach.

In this context, attracting European tourism is a priority for Mexico, as it is a high-value market, with longer stays, higher average expenditure and a growing interest in cultural, gastronomic and sustainable experiences. Strengthening its presence in Europe contributes to diversifying tourist flows, reducing seasonality and promoting emerging destinations.

"The distinction of being a Partner Country at FITUR 2026 allows us to share an authentic Mexico, full of stories, flavours and traditions. We want people in Madrid to discover the warmth of our people and the strength of our communities, because they are the soul of Mexican tourism," says Tourism Secretary Josefina Rodríguez Zamora.

As part of the international promotion strategy, "Ventana a México” (Window to Mexico) will be launched, a unique space in Spain where the 32 states will present their tourism, cultural and gastronomic offerings to international operators, agencies and media. Seminars, destination presentations and webinars will also be held between October and January in collaboration with the main Spanish travel agencies, as well as a special campaign in tourism distribution networks.

FITUR 2026 will also be the setting for hosting the 15th anniversary of the inscription of Mexican Cuisine as a UNESCO Intangible Cultural Heritage of Humanity, a recognition that reaffirms its historical, social and symbolic value, and which commits the country to preserving this living heritage. Mexico is landing at FITUR to pay tribute to those who preserve, study, cook and represent its gastronomy, projecting itself to the world with the strength of its roots and the pride of a culture that tells its story through its flavours.

With a cultural wealth that combines indigenous traditions and Spanish heritage, a natural diversity that includes jungles, deserts, volcanoes and cenotes, as well as 68 recognised living indigenous languages, Mexico will be demonstrating at FITUR 2026 why it is an extraordinary country and one of the most fascinating destinations in the world.