- Colombia is the third strategic market for international visitors to Guanajuato and participates in ANATO with 142 interviews and scheduled meeting appointments.
- Colombians are looking for cultural tourism, food and wine, meetings and José Alfredo Jiménez.
- We are positioning ourselves internationally as a hub for the 2026 World Cup.
Guanajuato began its participation in the Vitrina Turística ANATO 2026 from February 25 to 27, in Bogota, fulfilling the second international mission of the year, after FITUR Madrid 2026. The agenda will continue in November with JATA Japan, consolidating the state's presence in Europe, Latin America and Asia.
The state arrives at ANATO with its new tourism brand “Guanajuato opens new paths”, an identity that not only represents a visual change, but a strategic vision based on territory, identity and diversification of experiences. This vision is promoted by the Governor of the People, Libia Dennise García Muñoz Ledo.
The brand articulates the seven tourism regions and 46 municipalities under a common narrative that projects culture, heritage, food and wine, meetings and romance tourism as pillars of economic development with social impact.
“We arrive at ANATO with a new tourism brand, Guanajuato breaks new ground. It is not just a graphic identity, it is a strategic vision that integrates our seven regions, our 46 municipalities and a diversified offer that projects culture, enogastronomy, meetings and sports as engines of economic development for our people,” explained María Guadalupe Robles León, Secretary of Tourism and Identity of Guanajuato.
“Breaking new ground” means opening markets, trade routes, opportunities for communities and authentic experiences for visitors to Guanajuato.
Colombia represents a strategic market. With 49.5 million inhabitants and a median age of 32, it is a young, active market with a high capacity for international mobility. Its Gross Domestic Product is US$978 billion, confirming a segment with real travel potential.
With an average of 14 years of schooling, citizens show an affinity for cultural, academic and heritage destinations. In addition, the service sector represents 62% of its labor force, which favors business tourism, meetings and international networking.
The southern country is also the third strategic market for Guanajuato. In the last quarter, the state received 198 thousand Colombian visitors, generating an economic spill of approximately 468 million pesos.
Colombia is not only a growing market, but also a key partner in Guanajuato's internationalization strategy, particularly for being a loyal follower of the singer-songwriter José Alfredo Jiménez, and for maintaining its position in high-value segments such as cultural, gastronomic and sports tourism.
“The World Cup to be played in Mexico opens a historic opportunity. Guanajuato, due to its strategic location and the connectivity of the Bajío International Airport with national and international routes, becomes the ideal destination for those who want to extend their stay and live a high-level cultural and gastronomic experience,” explained Lupita Robles.
ANATO brings together more than 50,000 visitors from more than 45 countries and 1,500 exhibiting companies where Guanajuato promotes two World Heritage Cities -Guanajuato capital and San Miguel de Allende-, the Independence Route, six Magical Towns, the International Cervantino Festival, the International Balloon Festival, the Gastronomic Season “Guanajuato ¡Sí Sabe!”, the Independence Valley Wine Route and its tequila and mezcal routes with denomination of origin.
The agenda includes more than 142 interviews and business meetings with Conexstur, Giratur Travel, Panamericana de Viajes, Pelícanos, Mexitours, CIC Travel, Viajes El Corte Inglés, Price Travel and Despegar Colombia, as well as institutional meetings with ANATO Nacional, the Secretaries of Tourism of Medellín and Cali, the District Tourism Institute, the Externado de Colombia University and the Colombian Golf Federation.
The media presence includes interviews with RCN Radio, Blu Radio, La FM, Canal Claro, Canal 1, Travel2Latam, El Espectador, Portafolio, Revista Fucsia, Colombia.com, RedMas Noticias, El Tiempo and Forbes Magazine.
Guanajuato arrives at this mission with solid results, 23.8 million visitors in 2025, more than 57 billion pesos in economic revenue, 6th place nationally in tourism employment and 3.3 million passengers at the Bajio International Airport.
In the international context of 2026, the FIFA World Cup with matches in Mexico City, Guadalajara and Monterrey opens a strategic window for the promotion of the state.
Games such as Mexico vs. South Africa, Mexico vs. South Korea and Uruguay vs. Spain will generate significant flows of international visitors seeking to extend their stay in the country. Guanajuato is positioned as an ideal complementary destination, offering a cultural, food and wine and heritage experience that enriches the sports trip.
The state's strategy leverages the connectivity of the Bajio International Airport (BJX), with 10 domestic routes such as Monterrey, Tijuana, CDMX, Cancun, Puerto Vallarta, AIFA, Ciudad Juarez, San Jose del Cabo, Mexicali and Merida.
Internationally, BJX has 12 direct connections to the United States (Houston, Dallas, Atlanta, two to Chicago O'hare and Midway, Oakland, Los Angeles, Sacramento, Fresno, Ontario and San Jose, San Antonio).
This air network allows the integration of Guanajuato capital city, San Miguel de Allende, León, Dolores Hidalgo, Irapuato, Celaya, Silao and the six Magical Towns within pre- or post-game circuits, strengthening the marketing of the destination in a global scenario of high exposure.
The international strategy seeks to ensure that each meeting and each alliance generates concrete benefits for the tourism value chain and for the families that make a living from tourism.
Guanajuato breaks new ground.
