The state seeks to attract more visitors and consolidate its leadership in meeting tourism through the promotion of destinations, venues and the participation of businessmen, hoteliers, restaurateurs, event operators and venues.
Mexico City, August 19, 2025 - Guanajuato consolidates its leadership as a meeting tourism destination by participating in IBTM Americas, the most important trade fair for the MICE (Meetings, Incentives, Conventions, Exhibitions) industry on the continent.
The Government of the People, through the Ministry of Tourism and Identity, headed by María Guadalupe Robles León, will showcase the advantages of Guanajuato as a meetings destination to more than 5,000 professionals from the United States, Canada, Latin America and Mexico.
The State is positioning itself as a strategic actor at a key moment to strengthen international relations, particularly with the U.S. market, the main source of tourists to our country.
The purpose of this participation is to attract more visitors to the state through the promotion of destinations, experiences and services, as well as to strengthen collaboration with international partners. All these actions are financed with resources from the Lodging Tax (ISH), approved by the Tourism Promotion Council (Cofotur).
During this meeting, the delegation made up of municipal officials, businessmen, hoteliers, event operators and venue representatives will deploy a strategy aimed at showcasing Guanajuato's cultural, gastronomic, historical and natural diversity in order to consolidate its position as a comprehensive destination for outbound markets in North America, South America and Europe.
The state will hold pre-established business meetings, in which the destinations will showcase the wide range of offerings, infrastructure and benefits that each of the MICE destinations have to cater to meeting events in the state, such as congresses, conventions, exhibitions, fairs, incentives and sporting events. With this, Guanajuato seeks not only to attract tourists, but also to diversify the economic flow in its seven tourist regions and their communities.
Guanajuato's agenda of activities includes the Monthly Assembly of PCO, the Professional Congress Organizers Meeting, with the aim of strengthening ties with the country's major organizers. The MPI Congress, the flagship forum of Meeting Professionals International, which will showcase the state's innovation and infrastructure as a competitive destination.
There will also be a meeting of the Society for Incentive Travel Excellence, where Guanajuato and San Miguel de Allende will present themselves as high-value incentive travel destinations, and an exclusive networking space, where León and the state will give a presentation focused on partnership markets, exhibitions and large-format events to IBTM Americas buyers, accompanied by a gastronomic tasting.
SECTURI will be present at the MBTA Meeting of the Mexican Business Travel Association, where the state, Celaya and Irapuato will showcase their MICE vocation with a focus on corporate events and business fairs and activations at the Guanajuato stand, with typical products and brands of distillates with designation of origin.
Guanajuato is positioned as the fifth national destination for Meetings Tourism, backed by a solid and diversified infrastructure. The state has six strategic MICE destinations: León, Guanajuato capital, Celaya, Irapuato, San Miguel de Allende and Silao, which together offer specialized experiences and services for different types of meetings.
The State of Guanajuato will participate in IBTM Americas with a 72-square-meter stand, agendas with pre-established one-on-one appointments with the 470 Hosted Buyers from the United States, Canada, Mexico and Latin America, as well as special activations that will reinforce the destination's presence at the event.
Guanajuato seeks to strengthen the promotion of its destinations and specialized venues, showing the coordination between the public and private sectors and associations to consolidate the state as a benchmark in the meetings industry.
In terms of infrastructure, the state has ten first-class venues: Poliforum León, San Cristóbal Center, Inforum Irapuato, Irapuato Convention Center, Celaya Convention Center, Hotel Double Tree by Hilton Celaya, Guanajuato Convention Center, Guanajuato Bicentennial Park, La Casona Convention Center and Hotel Live Aqua. These spaces represent more than 83,000 square meters of exhibition floor space available for congresses, conventions and international trade fairs.
One example is the León MX District, the only one of its kind in the country, with a surface area of 68 hectares, 42,000 square meters of business area in Poliforum León and ten spaces designed to host all kinds of events. In addition, there are cultural, entertainment and show areas such as the Bicentennial Theater, the Mateo Herrera Auditorium, the Calzada de las Artes, the Museum of Art and History of Guanajuato, the Wigberto Jiménez Moreno Central State Library, as well as the Explora Science Center, its open-air forums at the León State Fair and the León Stadium.
Each destination in Guanajuato has a particular MICE vocation: León is prepared to receive associative and large-capacity events; Guanajuato capital and San Miguel de Allende have consolidated their position as leaders in conventions and incentive travel; Celaya stands out in the organization of congresses and sporting events; while Silao and Irapuato are becoming stronger as venues for meetings linked to the industrial parks located in both cities, as well as sporting events.