Mexico has been announced as the Partner Country of the 46th edition of the International Tourism Fair (FITUR), which will take place from January 21 to 25, 2026, at IFEMA MADRID. The announcement, supported by the Embassy of Mexico in Spain, was made in Madrid on September 23 with the participation of senior officials and tourism leaders.
The program, presented by Secretary of Tourism Josefina Rodríguez Zamora, outlines a comprehensive agenda to highlight Mexico’s cultural and natural wealth, promote investment opportunities, and showcase tourism diversity to global stakeholders. Mexico’s participation aims to reinforce its image as a global tourism powerhouse during a period of record growth in international arrivals and revenues.
Mexico’s Strategic Role at FITUR
Mexico’s selection as FITUR Partner Country comes as its tourism sector posts strong results. From January to July 2025, the country received 27.7 million international tourists, up 7.2 percent from the same period in 2024. Total international visitor numbers reached 55.8 million, an increase of 13.5 percent year-on-year, while revenues rose 6.8 percent to USD 21.682 billion.
During the presentation, Rodríguez Zamora said: “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.”
At FITUR 2026, Mexico will showcase an immersive and interactive pavilion highlighting its regions, Pueblos Mágicos, and tourism segments. The exhibition will include its 35 UNESCO World Heritage Sites, celebrations such as Día de Muertos and the Veracruz Carnival, as well as emerging destinations aimed at diversifying visitor experiences.
Global Projection and Cultural Promotion
The 2026 edition of FITUR will coincide with a historic year for Mexico, which will also host matches of the FIFA World Cup. The government and industry leaders see this as an opportunity to connect football with tourism promotion, inviting visitors to explore cultural routes, gastronomy, and local traditions alongside sports events.
Rodríguez Zamora emphasized: “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.”
Mexico’s Ambassador to Spain, Quirino Ordaz, added: “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.”
The fair will host meetings with investors, cultural activities, and presentations focused on sustainability, infrastructure, and community development. Mexico’s tourism offering will include community-based tourism, MICE, health, romance, and sports tourism, aimed at broadening appeal and diversifying the visitor base.
Daniel Martínez, Executive Vice President of IFEMA MADRID, said: “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.”
Through FITUR 2026, Mexico intends to strengthen its international profile, attract new investment, and continue progress toward its goal of becoming the fifth most visited country in the world by 2030.
