Working together with a strategic vision for international projection marks unprecedented results in tourism for the Government of the People.
The State reaffirms its position as one of the most dynamic tourist destinations in the country, a result of a comprehensive strategy based on joint work with the sector, international promotion, and a clear vision of development and transparency. This is driven by the Governor of the People, Libia Dennise García Muñoz Ledo, and the Secretary of Tourism and Identity, María Guadalupe Robles León. With a focus on transparency and collaboration, tourism is consolidated as a driver of prosperity, social well-being, and economic growth.
The digital strategy is also key, reaching 1.7 million followers and developing tourism promotion activities for Guanajuato's main attractions and identity in Mexico, China, Colombia, the United States, and Japan.
During the last period, the state welcomed 23.8 million visitors, generating an economic impact of 57.108 billion pesos, representing an annual growth of 91% in visitor numbers and 101% in revenue. This performance reflects travelers’ confidence in Guanajuato’s tourism offerings, further supported by an annual hotel occupancy rate of 37.1%.
“This decision to allocate 100% of the hotel tax to promotion is part of a strategic vision: positioning Guanajuato in regional, national, and international markets. And the numbers speak for themselves. The numbers show how we performed, but tourism is not just about numbers,” explained María Guadalupe Robles León during the budget review at the Guanajuato State Legislature.
This progress demonstrates a commitment to inclusion, equity, and social development. This is complemented by an effective promotion policy, which captures 100% of the Lodging Tax, channeled through Cofotur with an investment of 146 million pesos for 130 projects that generate economic benefits through tourism.
The impact of tourism translates into improved well-being for thousands of families. Currently, the sector generates 209,000 jobs, 60% of which are held by women, placing Guanajuato sixth in the country in terms of tourism activity.
“I would like to talk about that cook who talks about her cooking every day, that tour guide who speaks passionately about Guanajuato, that young man who found an opportunity in tourism. Tourism isn't just numbers. Those visitors, that employment, those opportunities are for the families of Guanajuato, and that is the most important thing. We are connecting the world,” explained the head.
In terms of connectivity, Guanajuato International Airport (BJX) strengthens its strategic role by operating 22 air routes—10 domestic and 12 international—highlighting the recent opening of the connection to Ontario by Volaris. Thanks to this infrastructure, over 3.3 million passengers arrived in the state by air, boosting both tourism and business.
Identity and cultural heritage have become pillars for the creation of new sustainable tourism products. One example is the integration of the Camino Real Tierra Adentro with five municipalities, which allows for the development of community tourism and the strengthening of local production chains. Likewise, the revitalization of the Sangre de Cristo area has made it possible to incorporate mining communities into tourist routes, generating direct economic opportunities.
“We are not forgetting what Guanajuato is, that identity, our history, our traditions, and that is what makes us unique and what we sell to the whole world, because Guanajuato is that, it is a destination, but it is its people, it is its history, and it is the beauty of this marvelous state. You don't know how easy it is to sell our state, the best state that Mexico can have. Each person who visits us takes a little piece, a little piece of Guanajuato, and that tourism stays here for everyone”; explained the head of SECTURI.
Infrastructure strengthening has also been key. Eight tourism projects were executed with an investment of 43.1 million pesos, focused on heritage conservation and improving visitor spaces. In addition, seven “Encantos de Guanajuato” (Guanajuato Charms) distinctions were awarded, aimed at consolidating destinations with a community focus and sustainable development.
The six Magical Towns of the state continue to position themselves as national benchmarks thanks to the creation of a unique Council in the country, focused on sustainable tourism development. Guanajuato also stood out at the Tianguis of Magical Towns, where it presented a wide catalog of experiences. Internationally, Jalpa de Cánovas was incorporated into a UN Tourism program in Switzerland, being recognized as a model of sustainable rural tourism.
The promotion of tourism culture has been a priority. In partnership with universities, 266 Identity Agents were trained, while 480 people experienced immersive activities in the Geodesic Dome, strengthening their sense of belonging and knowledge of destinations. Additionally, 2,250 best practices with a sustainable tourism badge were implemented, and the carbon footprint was measured at 25 events, reaffirming our environmental commitment.
The Guanajuato State Tourism Observatory (OTEG) maintains its leadership by being part of an international network and providing advice to entities such as Chiapas, Chihuahua, and Quintana Roo. Through 63,179 surveys applied in 40 municipalities and 227 events, data-driven decision-making has been strengthened, improving the visitor experience.
In the international arena, Guanajuato consolidated 12 strategic alliances and conducted 39 familiarization (FAM) trips, positioning the state in key markets. 136 promotional campaigns were launched and seven specialized trade shows were attended, achieving 776 business appointments and a media value of 17.9 million pesos.
Meetings tourism continues to be one of the strongest segments, placing Guanajuato in the national top five with over 92,000 attendees at events.
Tourist activity has strengthened with an extensive agenda of events. The festivals brought together 6.7 million attendees and generated an economic impact of 5.326 billion pesos. The Guanajuato ¡Sí Sabe! season registered 26 events with 183,000 attendees and an economic impact of 110 million pesos, while the 12 wine harvest festivals attracted more than 3,500 visitors.
In parallel, Bicentennial Park welcomed over 155,000 visitors, and 19 film productions were promoted in 13 municipalities to strengthen the state's promotion.
The development of the sector is complemented by the professionalization of its stakeholders. 3,445 service providers were trained with an investment of 4 million pesos, and 133 public servants were made aware of social tourism and inclusion. Programs like Turismo al 100 supported 31 providers in 17 municipalities, while 55 credentials were issued to tour guides, strengthening the quality of service.
Strategic planning is also participatory. A total of 1,265 industry stakeholders contributed to the development of the State Tourism Program 2025-2030, which links the 46 municipalities into seven regions under three fundamental pillars: competitiveness, promotion, and governance.
These results reflect a solid, transparent, and forward-thinking tourism policy, where collaboration between government and the private sector is key to consolidating Guanajuato as a competitive, sustainable destination with its own identity nationally and internationally.
Guanajuato Opens New Roads.
