During the International Tourism Trade Fair (FITUR) 2026, held in Madrid, Spain, Guanajuato has taken a firm step towards international projection and attracting tourism investment. Led by Governor Libia Dennise García Muñoz Ledo, the Guanajuato delegation presented a series of initiatives designed to position the state as a global tourism reference.
A New Visual Identity and Tourism Strategy
Under the slogan “New Roads,” Guanajuato launched its new visual identity, which seeks to attract both traditional travelers and new generations. This proposal fuses the rich history of its World Heritage Cities and Magical Towns with a modern vision that includes sustainability, adventure tourism and digital innovation. The governor emphasized:
“Guanajuato is the heart that beats for Mexico,” underscoring the state's readiness to compete with the world's most sophisticated destinations.
Culture and Heritage in the Heart of Spain
The event also included the inauguration of the exhibition “Pero sigo siendo el Rey” at the Instituto Cultural de México, an exhibition dedicated to the 100th anniversary of the birth of José Alfredo Jiménez, an icon of Mexican music. This exhibition not only celebrated the life and work of the singer-songwriter, but also highlighted the emotional power of Guanajuato, reinforcing the idea that culture is a bridge that unites people.
Connectivity and Investment Opportunities
During its participation in FITUR, Guanajuato focused on strengthening air connectivity and attracting tourism investment. With meetings scheduled with authorities, airline executives and hotel chains, the Guanajuato delegation seeks to expand its promotion in European and global markets. Spain has become a priority market, being the second country that brings the most tourists to the state, with more than 201,000 visitors last year.
A Growing Destination
Guanajuato not only stands out for its cultural heritage, but also for its growing economy. In 2025, the state received 22 million visitors, with the tourism sector contributing 10% of Gross Domestic Product. In addition, accumulated Spanish investment in Guanajuato exceeds 439 million dollars, generating more than 4,000 direct jobs in key sectors such as tourism and services.
The Call for Adventure and Innovation
Guanajuato presents itself as a destination that invites travelers to live unique experiences, from touring its monument cities to exploring its growing wine industry and participating in business tourism. The combination of historical heritage and innovation positions the state as a dynamic and cosmopolitan place.
A Bright Future for Guanajuato
Guanajuato's participation in FITUR 2026 marks a milestone in its international projection. With a clear focus on diversifying its tourism offerings and attracting investment, the state is ready to shine on the world stage. If you're looking for a destination that combines culture, history and adventure, Guanajuato awaits you with open arms! 🌟🥂
