Guanajuato's participation in FITUR 2026 consolidates the strategy of the Government of the People to promote tourism with identity, social impact, international connectivity and regional benefits.
The Government of the People, through the Ministry of Tourism and Identity (SECTURI), began with resounding results the first stop of its international agenda 2026 during its participation in the International Tourism Fair (FITUR), one of the most important tourism forums in the world, where Guanajuato was presented to leaders of the global tourism sector, international organizations, airlines, investors, operators and specialized media.
During FITUR 2026, Guanajuato launched its new international Tourism Brand, positioning itself as a modern, emotional, competitive destination with its own identity, capable of articulating its 7 tourism regions and 46 municipalities under the same narrative, strengthening the state's comprehensive promotion at the global level, all in the company of the people's governor, Libia Dennise García Muñoz Ledo, who led the delegation.
Guanajuato's participation resulted in 414 business appointments, 32 international strategic alliances, more than 74 interviews in national and international media and a high level of interaction in official social networks, consolidating the state as one of the Mexican destinations with the greatest projection in Europe.
As part of this agenda, the Bajío-Madrid direct flight with Air Europa was announced, strengthening international air connectivity and opening new opportunities for the arrival of high-value European tourism, tourism investment and greater regional economic spillover.
In addition, a Framework Agreement of Understanding was signed with Castilla-La Mancha, focused on cross-promotion of tourism, cultural cooperation, training and exchange of best practices, with emphasis on wine and gastronomy routes.
Connectivity, investment and international cooperation
The institutional agenda headed by the Governor of the State and the Ministry of Tourism and Identity included meetings with WTTC (World Travel & Tourism Council), UN Tourism, Air Europa, Aeroméxico, as well as with international hotel chains such as Meliá Hotels International and Grupo Accor, to analyze tourism projects in San Miguel de Allende and other municipalities in the state.
Guanajuato held three meetings with international hotel chains and three meetings with global tourism organizations, reinforcing its position as a reliable destination for investment and sustainable tourism development.
International activations and identity projection
The new Guanajuato Tourism Brand was launched simultaneously in Madrid, León and Mexico City, with international transmission and presentation to the media, businessmen, operators and leaders of the tourism sector.
High-impact urban activations were carried out in Madrid, such as a tourist bus branded with the Guanajuato brand, cultural activations with mariachi in Plaza del Sol, as well as a presence in the Madrid metro and airport, achieving one of the greatest digital reach of the tour.
Guanajuato projected its cultural identity with the commemoration of the centennial of the birth of José Alfredo Jiménez, positioning Dolores Hidalgo, Cradle of National Independence, as a cultural and musical destination of international relevance.
Guanajuato won the Excelencias Gourmet Award with the Gastronomic Season Guanajuato ¡Sí Sabe!; the Wine Tourism project in the Independence Valley was recognized in the Tourism Excellence Awards, integrating 46 vineyards in four municipalities; and the International Balloon Festival (FIG) was a finalist as one of the most important aerospace events in the world.
Guanajuato Pavilion and Municipal Promotion
The Governor inaugurated the Guanajuato Pavilion at FITUR 2026, conceived as a living space for cultural, gastronomic and business experiences, promoting the state's Magic Towns, Heritage Cities, vineyards, gastronomy, handicrafts and major events.
The pavilion served as a center for generating business appointments, interviews and international alliances, reinforcing the integral promotion of Guanajuato's 46 municipalities as competitive and diverse tourist destinations.
During FITUR 2026, Guanajuato's municipalities recorded historic results in business appointments, strategic alliances, interviews and international recognition.
Guanajuato's participation in FITUR 2026 consolidates the strategy of the Government of the People to promote tourism with identity, social impact, international connectivity and regional benefits, positioning the state as a more competitive destination, recognized and prepared to receive global tourism.
