The 46th edition of the International Tourism Fair will be held from January 21 to 25 at IFEMA MADRID | News
Mexico’s Minister of Tourism, Josefina Rodríguez Zamora, has announced a comprehensive program to showcase Mexico’s wealth, diversity and potential for international investment to the global tourism market.
With the support of the Mexican Embassy in Spain, the agenda of activities that Mexico will offer as a partner country of FITUR 2026, the international tourism fair to be held in IFEMA MADRID from January 21 to 25, has been unveiled. The announcement, organized at the residence of the Diplomatic Mission, was attended by Minister of Tourism Josefina Rodríguez Zamora; Mexican Ambassador to Spain Quirino Ordaz; Coordinator of the Advisory Council for Economic Development, Altagracia Gómez; President of ASETUR, Bernardo Cueto Riestra; and IFEMA MADRID Executive Vice President Daniel Martínez.
During the presentation, the Minister of Tourism stated: “Being a Fitur 2026 partner country represents a strategic opportunity to position Mexico as a global tourism powerhouse, highlighting its cultural, natural and gastronomic wealth, and presenting new routes and emerging destinations to industry professionals, investors, international media and travelers.”
Presentation Mexico
FITUR 2026, an important platform
Mexico’s role as a FITUR 2026 partner country comes at a time of growth for the tourism sector. From January to July 2025, international visitor revenue reached US$21.682 billion, an increase of 6.8% compared to the same period in 2024. The country also welcomed 27.7 million international tourists, up 7.2% from 2024, while the total number of international visitors surpassed 55.8 million, an increase of 13.5%.
These numbers reflect Mexico’s global appeal and inspire the country to use FITUR as a platform to increase visibility, attract new investments and make progress towards its goal of becoming the fifth most visited country in the world by 2030.
During the 46th edition of FITUR, Mexico will have an innovative, immersive and interactive space to showcase its tourist regions, Pueblos Mágicos (Magic Cities), and a diversified offering ranging from consolidated destinations – such as the 35 UNESCO World Heritage Sites or iconic celebrations such as 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 sector. Priority projects in sustainability, infrastructure and community development will also be promoted, along with meetings with the private sector and potential investors, strengthening FITUR as a high-impact platform for sector growth.
Mexico’s role as a featured country coincides with a historic moment of international projection, as the country will also host the FIFA World Cup in 2026. This unprecedented event will bring football and tourism together in a unique experience, inviting the world to discover much more than just stadiums: cultural routes, vibrant gastronomy, crafts, design and Mexico’s renowned hospitality. FITUR 2026 will be the starting point of a story that presents Mexico as a world-class destination and a gateway to unforgettable adventures.
Photo presentation of Mexico at FITUR
“FITUR 2026 will be an exceptional window to showcase Mexico, with the largest pavilion in the Americas, which will highlight our culture, traditions and the greatness of our country. We will have the participation of 32 states, with gastronomic and craft stands, cultural activations and presentations that invite tourists to live unique experiences. Today, Mexico offers community-oriented MICE, health, romance and sports tourism; unique segments that allow travelers to discover and truly experience our country,” said Rodríguez Zamora, Minister of Tourism.
Meanwhile, Mexico’s Ambassador to Spain, Quirino Ordaz, emphasized: “Mexico as a partner country for FITUR 2026 is a historic milestone that radiates its presence not only in Spain but worldwide. This global showcase will strengthen commercial, community and cooperation ties and open the door to increased tourism exchange and strategic investments that will benefit both sides of the Atlantic Ocean.”
Through the Embassy of Mexico in Spain, the Ministry of Foreign Affairs provides institutional support and coordinates tourism promotional activities within the framework of FITUR, in line with the public and tourism diplomacy strategy of the Mexican Government, in order to take full advantage of one of the most important fairs of the sector with a wide international reach.
Finally, Daniel Martínez, Executive Vice President of IFEMA MADRID, emphasized: “FITUR 2026 will be a historic edition with an unprecedented commitment to generating, exchanging and disseminating knowledge. It is an honor to have Mexico as a partner country, as it exemplifies a global tourism powerhouse through its commitment to destination transformation, support for local communities, innovation and the promotion of biocultural heritage.”
International tourism fair
Fitur logo
