Mexico will come alive in Madrid during FITUR 2026.
Mexico is ready to headline one of the most memorable participations in the history of the International Tourism Trade Fair (FITUR). As the Guest Country of the 2026 edition, our nation will roll out a comprehensive program that will allow Madrid to live, feel, and experience the soul of Mexico, both within IFEMA and across the city’s most iconic public spaces.
With the largest pavilion in the Americas area—1,780 m² on the ground floor and 158 m² on the upper level—Mexico will showcase its cultural, tourism, and gastronomic wealth through a renewed, dynamic, and deeply representative format.
The Minister of Tourism, Josefina Rodríguez Zamora, stated:
“Being the Partner Country at FITUR 2026 allows us to share an authentic Mexico, full of stories, flavors, and traditions that unite us as a nation. We want visitors, from Madrid, to discover the warmth of our people and the strength of our communities, because they are the soul of Mexican tourism.”
A pavilion that showcases the diversity of an extraordinary nation
All 32 states of the Republic will be represented in the pavilion, each with its own tourism promotion agenda, which will include:
- Live culinary showcases, prepared by traditional cooks and chefs.
- Destination presentations, featuring new products, routes, and experiences.
- Traditional handicraft demonstrations, led by master artisans.
- Artistic performances and traditional dances, reflecting the country’s cultural vitality.
Ventana México will serve as a platform for continuous visibility, bringing the innovation, diversity, and competitiveness of Mexican destinations to Europe.
Mexico will also come alive in the streets of Madrid
For the first time, the activations of a Guest Country will extend beyond the exhibition grounds. Madrid will feature themed photo opportunities at some of its most iconic tourist landmarks, bringing the essence of Mexico—its Pueblos Mágicos, traditions, folk art, and natural landscapes—into the heart of the city.
These activations will allow residents and visitors alike to experience Mexico even before entering the pavilion, strengthening the presence and narrative of a vibrant, welcoming country full of contrasts.
Secretary Rodríguez Zamora emphasized:
“We want Madrid to feel Mexico. We want those walking its streets to discover a country that honors its past, drives its present, and innovates for the future. Every photograph, every flavor, and every experience will be an open invitation to visit us.”
A showcase of a vibrant, diverse, and hospitable nation
Mexico will arrive at FITUR 2026 with the strength of well-established destinations and the promise of new routes, sustainable products, and community-based experiences. From its 177 Pueblos Mágicos to its archaeological sites, biosphere reserves, festivals, and gastronomic heritage, Mexico positions itself as an authentic and competitive destination, deeply committed to sustainability and social well-being.
A historic year for Mexico
Participation as Partner Country will mark the beginning of a strategic year for the nation, with the 2026 FIFA World Cup and continued growth in connectivity, market diversification, and innovation.
Mexico will not only be present at FITUR. Mexico will be felt, experienced, and celebrated in Madrid.
Guanajuato, Aldama street, México
Guerrero, Divers, Mexico
Campeche, Calakmul, México
Baja California Sur, La Paz, Mexico
Puebla, Church of Los Remedios Popocatépetl, Mexico
Oaxaca, Sto Domingo de Guzmán, México
