Mexico City, August 20, 2025.- Guanajuato is positioned as one of the states that contributes the most to the growth of Meeting Tourism through a multi-sector strategy aligned with industrial and productive clusters.
Guanajuato's six MICE (Meetings, Incentives, Conferences and Exhibitions) tourism destinations -León, Guanajuato capital, San Miguel de Allende, Celaya, Irapuato and Silao- have 10 specialized venues and a robust infrastructure that allows for the organization of world-class trade fairs, congresses, exhibitions and conventions.
“Guanajuato has always been in the top five of Mexico's meetings industry. We are accompanied by six destinations with great infrastructure and strength in this industry,” said María Guadalupe Robles León, Secretary of Tourism and Identity, as she led the Guanajuato delegation to IBTM Americas.
Internationally, Mexico ranks 27th in the International Congress and Convention Association (ICCA) ranking, with 136 international congresses reported.
In the last year, the MICE + business + shopping segment in the state of Guanajuato represented 12.2% of the visitors, with 2 million 674 thousand people, who generated a revenue of more than 6 billion 317 million pesos, shopping trips grew 10% in revenue and 5% in affluence.
Each destination has its own particular vocation, for example, León, the sixth national destination for meetings, is the venue for medical congresses, international expositions and large-format trade fairs. Guanajuato capital, a World Heritage City, ideal for congresses and conventions in a historical and cultural environment. San Miguel de Allende, a luxury reference for incentive travel and exclusive conventions.
Celaya, with growth in conventions and sporting events, strengthened by its manufacturing and automotive vocation. Irapuato, specialized in agribusiness, automotive and logistics events, and Silao, with the Guanajuato Bicentennial Park as a venue for fairs, concerts and exhibitions.
“What makes us unique and different is the service provided by the people of Guanajuato, who love to welcome visitors,” said Robles. The official also emphasized that the state's tourism dynamic is in constant movement: “Not a week goes by without a festival, a grape harvest, a gastronomic show or a cultural event in one of Guanajuato's 46 municipalities that strengthens our offer”.
In 2024, Guanajuato received 22 million visitors and a revenue of more than 52 billion pesos. For this year, the expectation of the Ministry of Tourism and Identity is to grow by at least 10%.
“Guanajuato is a world-class destination. Always competitive,” concluded Lupita Robles.
