Mexico is not just a tourist destination. The Latin American country offers an experience that is remembered in the body and the heart. From its food, like Mexico City’s al pastor tacos, to the rich complexity of Oaxacan mole, Mexican gastronomy—declared Intangible Cultural Heritage of Humanity—is a journey in itself. Likewise, the colors of its crafts and textiles and its festivals are full of enthusiasm. Above all, what stands out is the warmth of its people, proud of their culture. “In Mexico, travel encounters stories, flavours, viewpoints and traditions that live in every region,” says Josefina Rodríguez Zamora, Mexican Minister of Tourism, which will be the partner country for Fitur 2026 (International Tourism Fair) in Madrid, which will soon be held in Ifema.
In this sense, the Mexican delegation will lead cultural activities, gastronomic presentations, craft demonstrations, business meetings and meetings with international leaders in the sector during the days of the exhibition: from 21 to 25 January 2026. The image and heart of the country will be at the heart of the event: colour, music, carved wood, cocoa, jade, embroidery, corn and smiles, says Efima Madrid. “We want the European traveler to discover Mexico from its roots, from its authenticity,” says Rodríguez Zamora. “When a community welcomes tourists, it shares not only its environment, but its way of seeing the world.”
Mexico in Vitor will introduce a tourism model based on sustainability: growth through care. This is reflected in the protection of natural areas, the promotion of clean energy, and the strengthening of the cultural identity of each region. Likewise, the National Guide to Community Tourism Experiences and the National Strategy to Promote Magic Cities will be presented as clear examples of how tourism can become a tool for shared prosperity, which is the central focus of the current administration. Fitur will also serve as a key space for expanding connectivity between Mexico and Europe. Working groups will be developed with airlines and tour operators to open new routes, facilitate direct flights and diversify the destinations visited by European travellers.
Likewise, it will be the opportunity to demonstrate technological innovation. Some examples range from the VisitMexico platform, where personalized itineraries can be planned, to the digitization of Pueblos Mágicos and alliances with global platforms to facilitate reservations, payments and experiences.
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“Mexico offers the certainty of a safe, welcoming and very humane journey. More than half of those who visit us today are women, because they feel peace, confidence and welcome in our country,” the Minister highlighted.
“We want everyone who visits Mexico to feel that they were not only in a beautiful place, but that they were part of a story that will live on in their memories,” says an Aztec government representative. Mexico is preparing to present itself at the next edition of Fitur with a clear invitation: the visitor should look beyond the sun and beach destinations and discover the cultural and human wealth of the country, a region that pulsates, embraces and is told through the people who inhabit it. “We want people to fall in love and want to come back. Because today, more than ever, Mexico is on trend!” concludes Rodriguez Zamora.
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