The State of Guanajuato concluded its participation in the ANATO 2026 Tourism Showcase.
The State of Guanajuato concluded its participation in ANATO 2026 Tourist Showcase, the most important professional tourism event in Latin America, consolidating concrete commercial results that ensure the continuity of international sales for the destination and the integration of new Guanajuato tourism products into packages marketed in Colombia and other Latin American markets.
Led by the Secretary of Tourism and Identity, María Guadalupe Robles León, the state delegation developed a strategic agenda focused on direct generation of tourism business, which included more than 220 specialized business appointments, high-level institutional meetings, encounters with international airlines, and a broad international media presence.
The agenda took place from February 23 to 27 in Bogotá, as part of the 45th edition of ANATO, a professional fair exclusively aimed at generating commercial alliances between destinations, tour operators, airlines, and international wholesale agencies.
Trade agreements that ensure visitors for Guanajuato
During ANATO 2026, Guanajuato held negotiations with more than 25 leading tour operators and wholesale agencies, responsible for marketing trips to Mexico from Colombia and various Latin American countries.
Among the main trading partners are:
Akira Travel, Mega Travel, Viajes y Viajes, Colreservas Wholesaler, Travel Depot, Innova Travel, Andes Tours, Aventours, Terra Wholesaler, Solaris, Turismo al Vuelo, Tailor Your Travel, Apple Travel, ADT Turismo, Cielos Abiertos, Viajes Dorado, Montenegro Travel, IBTours, Bogotá VIP DMC, Origin DMC & Events, Colaéreo, Maraventur and Turismo Fácil.
As a direct result of these negotiations:
- Tourism businessmen from the state closed deals to include Guanajuato hotels and experiences in active international packages.
- Specific tourist programs were developed by destination
- The increase in stay days for itineraries already commercialized to Guanajuato was agreed upon.
- Special packages linked to the expected international tourist flow for the FIFA World Cup 2026 have begun to be structured.
These actions ensure the destination's presence within the main tourist distribution channels in Latin America.
Destinations and entrepreneurs generating international business
The state strategy allowed the promotion to translate into direct results for participating destinations and tourism businesses:
- San Miguel de Allende
- Guanajuato City
- León
- Irapuato
- Comonfort
- Celaya
- Guanajuato Nature and Adventure Tourism Association (ATNAG)
Municipal and business agendas enabled progress from institutional promotion to the direct configuration of marketable tourist products, strengthening the state's regional commercialization.
International alliances and knowledge transfer
As part of the strategic agenda, Guanajuato held meetings with key organizations in the international tourism ecosystem such as ProColombia, ANATO, CONEXSTUR, ATTA Adventure Travel Trade Association, ACOTUR Colombian Association of Responsible Tourism, the governments of Cali, Medellín, and Santa Rosa de Cabal, and specialized associations in sustainable tourism, nature, and adventure segments present at the fair.
Through these meetings, mechanisms were agreed upon for:
- Exchange of best practices
- International technical cooperation
- Strengthening tourism performance indicator models
- Professionalization of nature and adventure tourism.
Highlight ATNAG's participation, which consolidated international ties to raise the standards of competitiveness and sustainability of Guanajuato's tourism product.
Air Connectivity to Boost International Growth
The state delegation held strategic meetings with Avianca, Viva Aerobus, and Volaris, aimed at strengthening air connectivity to the Bajío region, facilitating access for the South American market, and improving the destination's international competitiveness.
Extensive international media presence
As part of its destination positioning, Guanajuato also developed an intense international communication agenda with more than 80 interviews in specialized and general media, including:
RCN Internacional, Blu Radio, Radio Fórmula, Report Travel, Ladevi, Colombia.com, Economía y Desarrollo, Valor y Dinero, Turismo Súper, Nuevo Siglo, Latin America Reports, and En Mi Semana TV, among other media outlets in the international tourism and economic sector.
Guanajuato also presented the results of its strategy to boost sports tourism, especially the golf segment, in Colombia. The collaboration with the Colombian Golf Federation will bring Guanajuato's offerings closer to more than 15,000 Colombian golfers and strengthen arrivals of visitors interested in high-value sports and tourism experiences.
The state offers 13 world-class golf courses, consolidated golf tourism infrastructure in destinations like San Miguel de Allende, León, Celaya, and Irapuato. Colombia is currently the third-largest international market for the state, with over 198,000 visitors annually and an economic impact of close to 468 million pesos.
Projected impact for Guanajuato
The trade agreements reached during ANATO 2026 allow for a projection of sustained growth in the arrival of international visitors to Guanajuato during the upcoming tourist cycles, a longer average stay resulting from the expansion of tourist packages, an increase in nights-room sold, and greater economic impact distributed across the state's destinations and regions, directly benefiting hotels, restaurants, tour operators, guides, transporters, artisans, and local communities linked to tourism.
“Guanajuato came to ANATO to generate business, and today we’re returning with agreements that will attract visitors, support our businesses, and create opportunities for our people,” explained María Guadalupe Robles León, Secretaria de Turismo e Identidad del Estado de Guanajuato.
