During a national address from the seat of government, senior federal authorities emphasized the historical significance of the announcement. The head of the tourism portfolio underscored that “all of Mexico will be present,” highlighting that never before has a national participation at FITUR included every federal entity. The objective is to present a cohesive narrative that reflects the country’s vast range of tourism experiences—spanning sun-and-beach destinations, nature-based products, cultural heritage routes, community tourism, gastronomy, and experiences rooted in living traditions.
Mexico arrives at FITUR 2026 with an integrated promotional approach designed not only to attract more international visitors, but also to deepen commercial ties, expand strategic partnerships, and open new investment channels in tourism infrastructure and services. As Partner Country, Mexico’s pavilion will be among the fair’s most visible and expansive spaces, conceived to present regions, products, and projects in an immersive, contemporary format. The goal is to highlight Mexico’s capacity to deliver tourism experiences that are diverse, high quality, and aligned with sustainability and innovation trends shaping global demand.
The joint presence of all 32 states reflects a coordinated vision between the federal government and local administrations. It aims to project a unified and competitive offer while allowing each state to present its distinctive identity. Established international powerhouses such as Quintana Roo—recognized globally for beach tourism and nature experiences—will share the spotlight with destinations that are rapidly gaining ground through ecotourism, cultural routes, wellness tourism, culinary experiences, adventure products, and ancestral heritage proposals. This framework enables each region to elevate its own value proposition while contributing to a broader national positioning narrative.
A central component of Mexico’s presence will be the inclusion of the Pueblos Mágicos program, which highlights destinations with a strong cultural and tourism identity. Their representation at FITUR 2026 reinforces the country’s commitment to diversifying tourism beyond traditional mass-market corridors, promoting authentic experiences that support local economies, preserve heritage, and strengthen community-based development. In practical terms, this is also an opportunity to present itineraries that encourage longer stays, multi-destination travel, and deeper engagement with Mexico’s cultural and natural landscapes.
Beyond destination promotion, FITUR 2026 will provide Mexico with a high-impact platform to present advances in air connectivity, modernization of tourism infrastructure, and the development of specialized products such as meetings and events tourism, gastronomic tourism, nature and adventure travel, and wellness-focused experiences. The fair also serves as a crucial business environment for Mexico’s private sector to strengthen relationships with European tour operators, wholesalers, distribution networks, and strategic partners, creating new pathways for visitor growth and sustained commercial collaboration.
Mexico’s unprecedented nationwide participation at FITUR 2026 is therefore more than a symbolic record; it represents a shared ambition to position the country as a global reference destination under a single, coherent identity—diverse, vibrant, and capable of responding to the demands of an international market in constant transformation. With Madrid as the stage and FITUR as the amplifier, Mexico is preparing to showcase not only its iconic attractions, but also the breadth of its territories, the richness of its cultures, and the strategic maturity of a tourism industry determined to grow with competitiveness, balance, and long-term vision.
