The state will present new tourist routes.
The agenda will include promotional opportunities, destination presentations, buyer meetings, and sector-specific positioning activities.
Guanajuato reaffirms its commitment to tourism promotion focused on experiences, commercialization, and regional development.
Guanajuato prepared to stand out at the 50th edition of the Tianguis Turístico de México, held from April 27th to 30th in Acapulco, with a strategy focused on the state's cultural, gastronomic, and tourist identity, as well as the presentation of structured products and experiences ready for commercialization.
The state's identity narrative is based on its heritage, cuisine, traditions, routes, and the strength of its seven tourist regions. The state's 2026 promotion strategy prioritizes gastronomy, wine, identity, events, and local tourism experiences and products, under a regional vision and collaborative work with municipalities and the tourism sector.
“We are preparing many things, especially based on the identity of our state, which is what makes us unique,” said the head of the Secretariat of Tourism and Identity (SECTURI), María Guadalupe Robles León.
The state's participation will include 13 municipalities (Celaya, Comonfort, Dolores Hidalgo Cuna de la Independencia Nacional, Guanajuato Capital, Irapuato, León, Purísima del Rincón, Salvatierra, San Francisco del Rincón, San José de Iturbide, San Luis de la Paz, San Miguel de Allende, and Yuriria), and will focus on showcasing what makes Guanajuato unique compared to other destinations.
At the Tianguis, Guanajuato will feature a dynamic and representative stand, with Guanajuato's identity as the central focus. The offering will include cultural expressions, traditional gastronomy, the presence of chefs, and emblematic products such as wine, mezcal, and tequila produced in the state.
The stand will showcase the richness of its gastronomic, artisanal, and sensory identity through experiences such as the Ceremonial Tortilla Workshop and the Lottery Flavors of San José with games and tasting, the Guava Roll Workshop, the Corralejo Tequila Tasting Caminos de Guanajuato, the Dolores Ice Cream Tasting, the Comonfort Mezcal Workshop, the Association's Wine Tasting, the Flavor Marriages with Strawberry Tasting, the experience Flavors of San José, the tasting of traditional anise bread and "cajeta de muerto" (a sweet goat's milk caramel), the chilcuague workshop, the Lotería de la Laguna game, the craft beer tasting, as well as expressions of identity and tradition such as a hat bar, the presence of hat embroiderers and the molcajete workshop, integrating a living showcase of the flavors, knowledge, and crafts that distinguish Guanajuato.
The state's tourism promotion for 2026 is focused precisely on consolidating more mature tourist destinations and boosting municipalities through diversification, with better-structured products ready for sale.
Guanajuato will arrive at the Tianguis with a clear vision for commercialization. The state will promote presentations of 7 New Tourist Routes, launch content linked to its Gastronomic Season, Guanajuato ¡Sí Sabe!, and the 2026 Grape Harvest program, as well as strengthening segments such as Community Tourism, Social Tourism, wine, gastronomy, culture, romance, and meetings.
“The focus is to move from general destination promotion to articulating concrete experiences that allow for longer visitor stays and generate greater benefits for communities,” highlighted SECTURI head, María Guadalupe Robles León.
Guanajuato's agenda in Acapulco includes institutional kick-off activities, the opening of its exhibition space, tourism product presentations, working meetings, encounters with hosted buyers, media, and strategic allies, as well as spaces focused on meetings tourism, gastronomic promotion, wine harvest presentations, the dissemination of new guides and routes, and the follow-up of commercial agreements to strengthen the state's presence in national and international markets.
Furthermore, the state's participation will coincide with an important moment for Guanajuato in terms of tourism innovation. Within the framework of the Tianguis, the official awarding of the 2026 Mexican Tourist Product Innovation Award will take place, where Guanajuato was the winner in the Wellness Tourism category, with the Tierra Madre Hotel Boutique product from Comonfort. This achievement strengthens the state's positioning as a destination capable of developing innovative products with identity and high experiential value.
Guanajuato's participation in this historic edition of the Tianguis is part of a strategic 2026 promotion agenda that includes a presence at national and international events to showcase the state's tourism segments and its seven regions. Among these are the International Tourism Fair (FITUR), the Colombian Association of Travel Agencies and Tourism (ANATO), JATA Tourism Expo Japan, and the Tianguis Turístico itself, with a long-term vision to strengthen the destination's positioning.
With this work plan, Guanajuato seeks not only to showcase its cultural and tourist wealth but also to consolidate itself as a competitive destination with identity, a structured product, and the capacity to generate economic spillover through concrete agreements, alliances, and ready-to-sell experiences.
