Mexico, FITUR 2026 Partner Country, presents itself to the world as a destination of outstanding cultural and natural impact
The 46th edition of the International Tourism Fair will be held from January 21 to 25 at IFEMA MADRID.
Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, announced a wide-ranging program to showcase before the global tourism market the richness, diversity, and potential of Mexico for international investment.
With the support of the Embassy of Mexico in Spain, the agenda of activities that Mexico will feature as Partner Country of FITUR 2026, the International Tourism Fair to be held from January 21 to 25 at IFEMA MADRID, has been unveiled. The announcement, hosted at the Residence of the Diplomatic Representation, was attended by Secretary of Tourism Josefina Rodríguez Zamora; Mexico’s Ambassador to Spain, Quirino Ordaz; Coordinator of the Economic Development Advisory Council, Altagracia Gómez; President of ASETUR, Bernardo Cueto Riestra; and IFEMA MADRID’s Executive Vice President, Daniel Martínez.
During the presentation, the Secretary of Tourism stated: “Being FITUR 2026 Partner Country represents a strategic opportunity to position Mexico as a global tourism powerhouse, highlight its cultural, natural, and gastronomic wealth, as well as present new routes and emerging destinations to sector professionals, investors, international media, and travelers.”
FITUR 2026, a key platform
Mexico’s role as FITUR 2026 Partner Country comes at a time of growth for its tourism industry. From January to July 2025, international visitor revenues reached USD 21.682 billion, a 6.8% increase compared to the same period in 2024. The country also welcomed 27.7 million international tourists, 7.2% more than in 2024, while the total number of international visitors surpassed 55.8 million, up 13.5%.
These figures reflect Mexico’s global appeal and inspire the country to leverage FITUR as a platform to boost visibility, attract new investment, and advance toward its goal of becoming the fifth most visited country in the world by 2030.
At the 46th edition of FITUR, Mexico will feature an innovative, immersive, and interactive space to showcase its tourism regions, Pueblos Mágicos (Magical Towns), and a diversified offering ranging from consolidated destinations —such as its 35 UNESCO World Heritage Sites or iconic celebrations like Día de Muertos and Veracruz Carnival— to hidden gems waiting to be discovered.
The fair will host presentations, cultural activities, and strategic meetings with key players in the global tourism industry. Priority projects in sustainability, infrastructure, and community development will also be promoted, along with meetings with the private sector and potential investors, reinforcing FITUR as a high-impact platform for the sector’s growth.
Mexico’s role as featured country coincides with a historic moment of international projection, as it will also host the 2026 FIFA World Cup. This unprecedented event will bring football and tourism together in a unique experience, inviting the world to discover far more than stadiums: cultural routes, vibrant gastronomy, crafts, design, and Mexico’s renowned hospitality. FITUR 2026 will be the starting point of a narrative showcasing Mexico as a world-class destination and a gateway to unforgettable adventures.
"FITUR 2026 will be an exceptional window to showcase Mexico, with the largest pavilion in the Americas, highlighting our culture, traditions, and the greatness of our country. We will have the participation of 32 states, with gastronomic and artisan stands, cultural activations, and presentations that invite tourists to live unique experiences. Today, Mexico offers community-based, MICE, health, romance, and sports tourism; unique segments that allow travelers to discover and truly experience our country," stated Rodríguez Zamora, Secretary of Tourism.
Meanwhile, Mexico’s Ambassador to Spain, Quirino Ordaz, emphasized: “Mexico being FITUR 2026 Partner Country is a historic milestone that projects its presence not only in Spain but worldwide. This global showcase will strengthen commercial, community, and cooperation ties, and will open the door to greater tourism exchange and strategic investments that will benefit both sides of the Atlantic”.
Through the Embassy of Mexico in Spain, the Ministry of Foreign Affairs provides institutional support and coordinates tourism promotion activities within the framework of FITUR, in line with the public and tourism diplomacy strategy driven by the Government of Mexico, to make the most of one of the sector’s most important fairs with wide international reach.
Finally, Daniel Martínez, Executive Vice President of IFEMA MADRID, highlighted: “FITUR 2026 will be a historic edition with an unprecedented commitment to the generation, exchange, and dissemination of knowledge. It is an honor to have Mexico as Partner Country, as it stands as an example of a global tourism powerhouse through its commitment to destination transformation, support for local communities, innovation, and the promotion of biocultural heritage.”