Mexico will take center stage at the 2026 International Tourism Fair as the FITUR Partner Country, as announced today at the country’s stand by José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; Daniel Martínez, Executive Vice President of IFEMA MADRID; Josefina Rodríguez Zamora, Secretary of Tourism of the Government of Mexico; and Eduardo Martínez Garza, General Director of CREA. Also present were Quirino Ordaz Coppel, Mexico’s Ambassador to Spain, alongside a delegation of governors; Arancha Priede, General Director of Trade Fair and Congress Business at IFEMA MADRID; and María Valcarce, Director of FITUR.
The collaboration agreement grants Mexico the status of FITUR Partner Country for the 45th edition of the International Tourism Fair in Madrid. This status will allow the country to enhance its global positioning, maximize the promotional potential of its diverse tourism offerings, and project its image to the world.
Announced during FITUR 2025, this alliance marks a turning point in Mexico’s remarkable trajectory in the tourism sector in recent years, solidifying its status as an international benchmark and one of the most visited destinations worldwide. According to figures from Mexico’s National Institute of Statistics and Geography (INEGI), the country welcomed over 40 million international tourists by November 2024.
This impressive growth, driven by government and private sector efforts, positions Mexico to leverage its presence on major global platforms like the International Tourism Fair. The country showcases its vast tourist, cultural, heritage, and gastronomic treasures across its 32 states and 177 Magical Towns. The collaboration provides a unique opportunity to present Mexico’s diversity and potential, supported by the leading global fair and the primary tourism industry hub in Ibero-America.
In the words of José Vicente de los Mozos, “This partnership strengthens the ties between Spain and Mexico and also marks the beginning of an exciting journey where we will combine efforts to support the promotion of Mexico’s vast tourism wealth at FITUR, recognized today as the world’s most important fair in terms of participation and attendance.”
Meanwhile, Josefina Rodríguez Zamora, Secretary of Tourism of the Government of Mexico, emphasized: “The greatness of Mexico extends around the world, and today we announce that Mexico will be the guest country for FITUR 2026. Most importantly, we arrive not alone, but with artisans, dancers, traditional cooks, entrepreneurs, 32 states, and their magical and indigenous towns. Through tourism, we build bridges between sister nations, generating shared prosperity for all and promoting the development of communities and their people. Que viva México !”
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