BTN interviews: Michelle Fridman, Minister of Tourism of Jalisco, ahead of the 2026 World Cup | Focus
Speaking from London, Michelle Fridman, Minister of Tourism for the State of Jaliscoconveyed a clear message: “Jalisco is Mexico.”
From mariachi music and tequila to charrería and traditional crafts, the state is positioning itself as a living expression of national identity and a destination that extends far beyond its beaches. “When people think of Mexico, they think of Jalisco, even if they don’t realize it,” Fridman said. “This brings both responsibility and opportunity on the world stage.”
That cultural influence will be visible in 2026. The state capital, Guadalajara, will host four FIFA World Cup matches, with Spain, Colombia and Uruguay among the teams that will play. Jalisco has welcomed the tournament twice before and is no stranger to major international events. “The World Cup is what everyone expects,” Fridman noted, “but we want visitors to experience the entire region, not just the football.”
Past GuadalajaraWith its museums, gastronomy and vibrant urban culture, Jalisco invites travelers to explore further afield. Just a train ride away, the town of Tequila is in the heart of the UNESCO-noted agave landscape. Visitors can follow two tequila trails and discover raicilla, one of the area’s lesser-known spirits.
While Puerto Vallarta remains a major access point for tourists, Fridman wanted to emphasize that it is “not just a beach resort.” Forests, mountains and nearby magical towns enrich the experience and encourage longer stays.
Behind the strategy is a long-term focus on inclusive tourism, new cultural and wine routes and higher standards for hotel development. For Fridman, the promise is simple: “People leave Jalisco in love – with the place and with Mexico itself.”
Learn more about Jalisco visitjalisco.mx
