Mexico to Star at FITUR 2026—Bold Tourism Showcase Sets Stage for Historic Global Growth

Mexico is set to make a significant impact at FITUR 2026, the world’s leading international tourism fair held in Madrid, by unveiling a bold vision that highlights its rich cultural heritage, stunning natural landscapes, and vibrant culinary traditions. As the official Partner Country at the event, Mexico aims to showcase its diverse tourism offerings—from its 35 UNESCO World Heritage Sites and iconic celebrations like the Día de Muertos and Veracruz Carnival, to offbeat attractions such as the Pueblos Mágicos (Magical Towns). The country’s participation aligns with a period of significant growth in its tourism sector, aiming to attract international travelers and investors while cementing its status as a global tourism powerhouse.

Between January and July 2025, Mexico recorded a 6.8% increase in international visitor revenue to USD 21.682 billion and welcomed 27.7 million international tourists—a 7.2% rise compared to the previous year. FITUR 2026 offers Mexico an invaluable platform to present immersive experiences that highlight not only its established destinations but also emerging regions and sustainable tourism projects. This strategic initiative supports Mexico’s goal to become the fifth most visited country globally by 2030, with investments focused on infrastructure development, community progress, and environmental sustainability.

Mexico’s role as a co-host of the 2026 FIFA World Cup adds further momentum to its tourism ambitions, providing a global stage to promote the country’s cultural richness alongside world-class sporting events. Through an innovative pavilion and a comprehensive agenda including investor meetings, cultural showcases, and promotional campaigns, Mexico seeks to deepen diplomatic and economic ties while expanding its international appeal. The partnership between the Ministry of Foreign Affairs and tourism authorities exemplifies a holistic approach integrating tourism growth with national diplomacy.

Key Points:

• Mexico is the Partner Country at FITUR 2026, using the platform to showcase its cultural heritage, natural landscapes, and unique travel experiences.

• The country recorded a 6.8% increase in visitor revenue and welcomed 27.7 million international tourists in Jan-Jul 2025.

• Strategic focus on sustainable tourism, infrastructure development, and community initiatives supports the ambition to be the world’s fifth most visited destination by 2030.

• Co-hosting the 2026 FIFA World Cup provides a global spotlight and enhances Mexico’s attractiveness as a premier travel destination.

• FITUR 2026 will feature interactive exhibits, cultural events, and investment opportunities aimed at boosting visitor numbers and international collaboration.

Mexico’s bold vision at FITUR 2026 signals a transformative phase in its tourism sector, poised to harness worldwide attention and establish long-term growth through innovation, culture, and sustainability.