The Governor of the People presented the new tourism brand, with which she invited visitors to travel the roads of Guanajuato.
The Guanajuato Experience in Madrid is a window to show the world a state with a clear identity, deep history and a modern vision of tourism.
Libia Dennise led the ceremony for the Centennial of the Birth Anniversary of José Alfredo Jiménez, “El Rey”, in the Upper Garden of the Official Residence of the Mexican Embassy in Spain.
Madrid, Spain January 19, 2026.- The Governor of the People, Libia Dennise García Muñoz Ledo, began an intense work tour in Madrid, which opens an international agenda in cultural, tourism and institutional relations that promotes Guanajuato in Spain.
“We have come from Mexico with open hearts, full of history, flavors, traditions, art, laughter and the human warmth that characterizes us. Today we have come to bring you an invitation to travel the roads of Guanajuato, a state where every road, every town, every square and every face has something that deserves to be shared with the world.
“Because in Guanajuato the roads not only lead to destinations: they lead to experiences. And that is precisely what we want to celebrate today,” said Governor Libia Dennise during the international launch of Guanajuato's new tourism brand at the International Tourism Trade Fair (FITUR) 2026.
The launch was held simultaneously in three venues: the Palacio de Neptuno in Madrid, Spain; the Esplanada del Monumento a la Madre in Mexico City; and the Arco de la Calzada in León, Guanajuato.
“Guanajuato is the bridge that unites cultures, generations, emotions and vision of the future. Guanajuato is a state that is felt in the heart and that can only be understood by those who have walked there, who have talked with its people and who have been surprised by its authenticity,” said the Governor of the People.
The New Tourism Brand of the State of Guanajuato emerges as a strategic evolution. It recognizes that Mexico's history began with a road, but understands that today travelers are looking for more than just destinations: they are looking for experiences, emotions and stories of their own.
Under this vision, the brand functions as an integral system of identity and positioning that articulates the state's historical heritage, the diversity of its current tourism offerings and the participation of its people as protagonists of tourism.
This new narrative positions Guanajuato as a multifaceted and contemporary destination, where culture and living heritage, gastronomy with identity, romance, adventure and nature, wine tourism, wellness tourism and business tourism coexist, understanding history as a starting point.
The presentation in Madrid strengthens Guanajuato's positioning in international markets, particularly in Spain, the second largest tourist source market for the state, with more than 201,000 visitors and an economic revenue of more than 475 million pesos in 2024.
“We are here to tell you that Guanajuato is ready to welcome you, to surprise you, to walk together towards new experiences. Today we give you this brand that we have built with dedication, with creativity, with sensitivity and with a lot of love,” said the State Governor.
Governor kicks off tour of Madrid honoring José Alfredo Jiménez
“They say that music is the shortest distance between two hearts and that distance between Mexico and Spain disappears thanks to our songs” said Governor Libia Dennise as she led the ceremony for the Centennial of the Birthday of José Alfredo Jiménez, “El Rey”, in the Upper Garden of the Official Residence of the Mexican Embassy in Spain.
This tribute marks the formal beginning of the celebrations for the 100th anniversary of the birth of one of Mexico's most beloved composers and recognizes the cultural imprint of a man whose music has transcended borders, generations and life circumstances.
José Alfredo Jiménez, born in Dolores Hidalgo, Guanajuato, on January 19, 1926, is a symbol of ranchera music and a voice that has accompanied the feelings of millions of hearts around the world.
This ceremony took place at the Mexican Embassy in Spain, where Ambassador Quirino Ordaz Coppel; Guadalupe Robles León, Secretary of Tourism and Identity; Paola Jiménez Gálvez, daughter of José Alfredo Jiménez and other relatives of El Rey were present.
The celebrations that begin today invite you to know him, celebrate him and share him with your heart, as he did with every lyric and melody he wrote, such as the one where he also invites you to travel “the roads of Guanajuato”, which today are part of the popular tradition.
Libia Dennise meets with Isabel Díaz Ayuso, President of the Community of Madrid
As part of her first day of her working tour in Madrid, Governor de la Gente, Libia Dennise García Muñoz Ledo, held a meeting with Isabel Díaz Ayuso, President of the Community of Madrid, in a first formal approach to open a channel of dialogue and cooperation between both regions.
This meeting identified common ground and opportunities for collaboration in tourism, economy and culture, with a practical, gradual and long-term vision. The results of this meeting are aimed at laying the groundwork to move towards specific agreements and joint projects.
