- Se cumple la segunda misión internacional del año y se consolidan acuerdos estratégicos para fortalecer la cadena de valor turística.
- La delegación guanajuatense registró más de 100 citas y entrevistas en la agenda de la Vitrina Turística ANATO 2026.
- SECTURI fortalece lazos internacionales con sus principales mercados emisores.
Guanajuato successfully concluded its participation in the ANATO 2026 Tourism Showcase in Bogotá, consolidating the state's second international mission of the year, following FITUR Madrid 2026. In November, the global agenda will continue with JATA Japan, reinforcing the state's presence in Asia.
At ANATO, Guanajuato was presented as a comprehensive tourist destination, highlighting its cultural, heritage, natural, food and wine, meetings, and romantic offerings to the Colombian and Latin American markets.
“At ANATO, we held meetings with wholesalers, digital platforms, and key operators in the Colombian market. These agreements are now entering the commercial structuring phase, and in the coming months they will lead to higher hotel occupancy rates and more opportunities for our tourism value chain,” explained María Guadalupe Robles León, Secretary of Tourism and Identity.
As part of the strategy, meetings, interviews, and outreach efforts were conducted with various agencies, operators, service providers, and media outlets, during which delegations from each municipality joined forces to advance the strategy.
During the event, strategic meetings were held with tour operators and wholesalers such as Conexstur, Giratur Travel, Panamericana de Viajes, Pelícanos, Mexitours, CIC Travel, Viajes El Corte Inglés, Price Travel, and Despegar Colombia. These meetings will help strengthen the promotion of the destination in South America.
Institutional outreach was conducted with ANATO National, the Secretariats of Tourism of Medellín and Cali, the District Institute of Tourism, the Externado de Colombia University, and the Colombian Golf Federation. These meetings open opportunities for academic cooperation, joint promotion, and the development of new segments.
“We are promoting our Golf segment as a strategic product to attract high-spending tourists, as well as our Heritage Cities, wine routes, and spirits with protected designation of origin. Guanajuato offers comprehensive, well-structured experiences with a distinct identity,” said Robles León.
The agenda included over 25 interviews with high-reach media outlets such as RCN Radio, Blu Radio, La FM, Canal Claro, Canal 1, Travel2Latam, El Espectador, Portafolio, Fucsia Magazine, Colombia.com, RedMas Noticias, El Tiempo, and Forbes Magazine. The media presence positioned Guanajuato as one of the Mexican destinations with the greatest projection in Colombia.
Press conferences, ribbon-cutting ceremonies at the Mexico Pavilion and the Guanajuato Stand, as well as meetings with opinion leaders and strategic networking events were held. These actions strengthen the destination's visibility and commercial confidence.
The agreements generated at ANATO will begin to mature in the coming months, boosting hotel occupancy, economic impact, and the arrival of international visitors. The strategy is designed to directly impact the tourism value chain.
During ANATO 2026, Guanajuato's strategy for the World Cup, which will be held in Mexico, was also presented. The matches scheduled in Mexico City, Guadalajara, and Monterrey represent a concrete opportunity to attract visitors who will extend their stay beyond the sports venues.
Guanajuato is positioned as a cultural, enogastronomic, and heritage option of high value, integrated into multi-destination circuits designed for the South American market.
Air connectivity from Bajío International Airport facilitates this integration. With domestic flights to Mexico City (AIFA), Monterrey, Tijuana, Cancún, Mérida, and Puerto Vallarta, as well as direct international connections to key U.S. cities such as Dallas, Houston, Chicago, Los Angeles, Oakland, San José, Sacramento, Fresno, and San Antonio, the state offers efficient access from North America’s major air hubs.
This infrastructure makes it possible to create packages that combine soccer, World Heritage Cities such as San Miguel de Allende and Guanajuato City, the Independence Valley Wine Route, spirits with protected designation of origin, gastronomy, business tourism, and cultural experiences, thereby strengthening a commercial strategy that will begin to yield results in the coming months.
Guanajuato arrived at this event with solid results: 23.8 million visitors by 2025 and more than 57 billion pesos in economic impact. Colombia remains a strategic market within the state’s international diversification policy.
“FITUR, ANATO, and soon JATA Japan are part of an organized and long-term international agenda. It's not about attending fairs; it's about opening markets, consolidating alliances, and generating real benefits for people in tourism,” assured the Secretary of Tourism and Identity.
International promotion has a clear objective: for every alliance and every meeting to translate into real benefits for hotels, restaurants, guides, transporters, artisans, producers, and communities that rely on tourism.
Guanajuato breaks new ground.
