- The presentation “Los Nuevos Caminos de Guanajuato” brought the cultural, gastronomic and patrimonial offerings of the state closer to the Japanese tourism industry.
- The closing day included a meeting with industry executives to strengthen business relationships and promote new travel experiences.
Guanajuato concluded its tourism promotion mission in Japan with the opening of new channels to strengthen the marketing of the destination, expand its presence among international operators, and attract more Japanese visitors to the state.
After an agenda of meetings within JATA Tourism Expo Japan 2026, and in follow-up to the Guanajuato SUMA strategy of the People's Government, the Secretariat of Tourism and Identity (SECTURI) presented the strategy “in the Embassy of Mexico in Japan”Los Nuevos Caminos de Guanajuato”before representatives of the Japanese tourism industry.”.
During the meeting, Guanajuato brought its culture, flavors, and traditions to the Mexican Embassy in Japan, before representatives of the Japanese tourism industry, as part of the closing day of its international promotion mission.
This agenda is part of the promotion strategy of Government of the People, headed by Governor Libia Dennise García Muñoz Ledo, to diversify the tourist markets and bring the offer of the municipalities closer to those who design and market international trips.
The Secretary of Tourism and Identity, María Guadalupe Robles León, presented the new tourism brand and the state's experiences at a meeting aimed at operators, travel agencies, airlines, and professional associations. The goal was to strengthen Guanajuato's presence in this market and open up opportunities to incorporate its destinations into new itineraries throughout Mexico.
“We came to Japan with a goal and we leave with new paths open. We build relationships with those who can bring Guanajuato to more travelers, expand our presence among operators, and present a state that has culture, identity, gastronomy, and experiences that naturally connect with the Japanese visitor,” stated Secretary María Guadalupe Robles León.
The presentation at the Embassy linked the promotion of the destination with expressions of its identity. The sombrero tradition, the tasting of Tequila Corralejo and a show of Guanajuato cuisine allowed visitors to share experiences that they can find in the state and learn about the work of those who preserve their knowledge and flavors.
The relevance of this link has a concrete basis. In 2025, Japan was Guanajuato’s fourth international export market, with 156 thousand 480 visitors, a participation of 5.41%, and an economic spillover exceeding 375.3 million pesos.
In addition, cultural tourism attracted 50% of the Japanese market that visited the state, followed by business and work with 21.2% and leisure with 19.2%. This affinity represents an opportunity to promote tours that integrate heritage, gastronomy, handicrafts, and experiences in the communities.
As a closing of the day, SECTURI He held a meeting at the Cielito Lindo restaurant in Tokyo, aimed at strengthening institutional and commercial relations with representatives of the Japanese tourism sector.
Gastronomy was the meeting point to present Guanajuato’s hospitality. A five-course menu, featuring dishes such as the salad inspired by bear stew, the minera enchiladas, and the strawberries with cream, brought the state’s flavors closer to potential allies for their promotion and commercialization.
For the Government of the People It is relevant to specify these activities that were complemented by Guanajuato's participation in Tourism Expo Japan 2026, At the event, where his space featured hats, handicrafts and tequila tastings as part of Mexico's pavilion, he was recognized with third place in the Booth Awards in the category chosen by industry professionals.
With this mission, Guanajuato continued its international promotion agenda and opened up channels of connection so that its cultural and tourism wealth could reach more travelers, with opportunities for the destinations, companies, and communities of the state; a mission that concludes but continues with the commercial and institutional follow-up of the contacts generated to turn the meetings held into new programs, circuits, promotion activities, and travel opportunities for Guanajuato.
The Government of the People thus strengthens an international strategy that seeks to encourage more travelers to know, explore, and experience Guanajuato, and for tourism to continue as a tool for economic development for their municipalities and communities.
