In 2025, 1,534 destination weddings were registered in San Miguel de Allende; hosting the Forever Wedding Summit 2026 reaffirms its global leadership.
In an unprecedented event for Guanajuato's Romance Tourism, the conclusion of the Forever Wedding Summit 2026 in San Miguel de Allende, Guanajuato marks a key moment for the State's positioning within the global romance tourism industry. It solidifies the State as a strategic destination for attracting high-value weddings and events, as well as for forging alliances that strengthen the sector's value chain.
During the meeting, which brought together more than 400 industry professionals from various countries in Latin America and the United States, the state not only served as the host but also as a protagonist in a comprehensive strategy aimed at showcasing its destinations, its identity, and its capacity to offer unique experiences in the romance segment, with the strategic vision of the Governor of the People, Libia Dennise García Muñoz Ledo, and the head of the Secretariat of Tourism and Identity, Mtra. Maria Guadalupe Robles León.
Throughout the event, the Summit solidified itself as a dynamic space for the exchange of knowledge, trends, and opportunities, where wedding planners, destinations, suppliers, agencies, and leaders in the romance sector participated in conferences, presentations, business meetings, and networking activities that allowed for the establishment of high-value connections for the development of future projects.
In this scenario, Guanajuato presented a solid and diversified offering through its flagship destinations: San Miguel de Allende, Guanajuato Capital, León, Dolores Hidalgo Cuna de la Independencia Nacional, and Mineral de Pozos, highlighting its capacity to host everything from intimate celebrations to large-scale events, with competitive infrastructure and a unique cultural identity.
Beyond promotion, the state's participation focused on building strategic relationships with buyers, specialized media, and key industry players, with the goal of attracting new destination weddings, expanding its presence in international markets, and strengthening its positioning as a leader in romance tourism.
The impact of this segment in Guanajuato is increasingly significant. During 2025, romance tourism recorded over 816 thousand visitors, generating an economic impact exceeding 1.958 billion pesos, which represents sustained growth and confirms its relevance as a driver of economic development.
For its part, San Miguel de Allende, a World Heritage city and the recipient of numerous awards for best city to visit and best city to live, continues to lead this segment with 950 weddings held in a single year, consolidating itself as a world-class destination thanks to its architecture, its high-level service offerings, and its international recognition. In parallel, Guanajuato Capital and Dolores Hidalgo are strengthening their offerings with experiences that combine history, tradition, and wine tourism, expanding options for different types of couples.
One of the most relevant aspects of the Summit was the visibility of the value chain that integrates romance tourism, which not only includes organizers and venues, but also local suppliers, traditional cooks, artisans, designers, and communities that contribute authenticity to each celebration.
This approach allows the benefits of tourism to be distributed more equitably, boosting local economies and generating opportunities for different sectors that are part of the experience.
Guanajuato also highlighted its portfolio of experiences designed for the romance segment, structured into routes that connect different destinations and proposals, from romantic getaways and nature adventures to symbolic ceremonies, gastronomic experiences, and post-celebration wellness moments.
The diversity of these experiences allows the state to adapt to current tourism trends, where visitors seek personalized, authentic experiences with a high emotional component.
The event also served as a key platform to drive professionalization in the sector, by providing access to specialized content and strategic tools that will enable participants to strengthen their business models, innovate their services, and improve their competitiveness in an increasingly demanding market.
Another important achievement was the promotion of emerging destinations that are beginning to integrate into the state's romance tourism map, offering new alternatives that combine nature, culture, and tradition, thus contributing to the diversification of tourism offerings and the decentralization of visitor flow.
The closing of the Forever Wedding Summit 2026 leaves a solid foundation for the future growth of this segment in Guanajuato, by consolidating its positioning as a destination capable of competing internationally, generating confidence in source markets, and offering high-value experiences.
With these results, the state reaffirms its vision of promoting tourism with identity, which not only promotes its destinations but also generates economic development, strengthens communities, and projects the best of its culture to the world.
Guanajuato is advancing as a benchmark in romance tourism, where every story finds the perfect setting to become an unforgettable experience.
Guanajuato Opens New Roads.
