- The Secretariat of Tourism and Identity (SECTURI) is carrying out a promotion mission in the Japanese market with an agenda of meetings with operators, airlines, agencies and industry allies.
- In 2025, Japan was Guanajuato’s fourth international market.
Guanajuato is following up on its international tourism promotion agenda with a working mission to Japan focused on strengthening the destination’s marketing, generating new partnerships, and opening up opportunities to attract more visitors to the state.
In accordance with the strategy Guanajuato SUMA of the Governor of the People, Libia Dennise García Muñoz Ledo, the Secretariat of Tourism and Identity (SECTURI) participates in JATA Tourism Expo Japan 2026, one of Asia’s leading tourism industry events, where it will hold meetings with tour operators, travel agencies, airlines, promotion companies, the media and international organizations.
The agenda includes meetings with Tobu Top Tours, JTB Corporation, Nippon Travel Agency, H.I.S., ANA X, Japan Cable Television and UN Tourism, Mexico Kanko, Global Co., Ltd., Turismo Latino, SkyHub, Toyota Tourist International and MIKI Travel, Aeroméxico, and of course JATA.
The objective is clear: with the presentation of the destinations of Guanajuato capital, León, Celaya, San Miguel de Allende and San Francisco del Rincón, the goal is to expand Guanajuato’s presence in circuits marketed in Japan, generate joint promotional activities, explore opportunities for connectivity, and bring the state’s cultural, gastronomic, heritage, and experiential offerings closer to new segments of travelers.
“Japan already has a very important relationship with Guanajuato and we want to take it even further in terms of tourism. We have come to showcase our destinations, but above all to build relationships that can become new circuits, more promotion, and more visitors for our state”, noted the Secretary of Tourism and Identity, María Guadalupe Robles León.
In 2025, Japan was Guanajuato’s fourth international source market, with 156,480 visitors, equivalent to 5.41 percent of the state’s international visitors and an economic impact of over 375.3 million pesos.
In addition, there is a clear affinity between this market and what Guanajuato has to offer. 50 percent of the Japanese visitors were interested in cultural tourism, 21.2 percent in business and work, and 19.2 percent in leisure activities. Among the elements they enjoyed the most were culture, traditions, architecture, and handicrafts.
This tourism relationship is backed by strong economic ties. Guanajuato is home to 145 Japanese companies, with accumulated investment of over US$8.9 billion and 48,140 direct jobs.
As part of the mission, Guanajuato will also present experiences linked to its identity, including the hat-making tradition, gastronomic products, and Tequila Corralejo.
On September 28, the Mexican Embassy in Japan will host the “Los Nuevos Caminos de Guanajuato”, aimed at operators, agencies, airlines and representatives of the Japanese tourism industry to present the state's new international promotion strategy.
With these actions, the Government of the People strengthens Guanajuato's presence in strategic markets and opens new paths for more international travelers to explore the state.
