- On the “Conectando con la Gente” program, Libia Dennise said that these two frequencies represent an increase of more than 21% of Spanish tourists during the first year of operation.
- 4 Municipalities of Guanajuato receive the Declaration of Origin of Mezcal.
The Governor, Libia Dennise García Muñoz Ledo, during the “Conectando con la Gente” program, said that the Madrid-Guanajuato air route starts with two weekly frequencies, which represents a strategic advance for the international connectivity of our state.
With the operation of two weekly frequencies, an approximate annual capacity of 61,000 seats is estimated; considering two weekly frequencies and conservative occupancy factors of 85%, 52,000 people are expected on that flight, of which at least 40% would be Spanish tourists, explained Libia Dennise.
He added that it is an immediate increase of more than 21% in Spanish tourist arrivals during the first year of operation, driven by the elimination of stopovers and reduced travel times. An additional 22% of European tourism growth by leveraging Madrid as a hub for other markets such as France, Italy, Germany and the United Kingdom.
In “Conectando con la Gente”, the Governor was accompanied by María Guadalupe Robles León, Secretary of Tourism and Identity; Roberto García Urbano, Municipal President of Purísima del Rincón; and Martha Rocío López Galván, president of the Association of Event Organizers and Venues of San Miguel de Allende, to discuss the results achieved in the working tour that took place in Madrid, during the International Tourism Fair (FITUR), where Mexico was the Partner Country.
One of the most important results of this tour was the agreement signed with the Spanish airline Air Europa to make this flight possible.
The Governor commented that it was a well-planned and very strategic tour to put Guanajuato in the eyes of the world, positioning it in international investor and tourism circles, with a tour aligned with the State Tourism Program.
He highlighted the importance of tourism for our state; in 2025 alone, there were 23.8 million visitors and more than 57 billion pesos in economic revenue. For this reason, participating in FITUR has been important, because it is the most important tourism fair in the world.
And Spain is the second country that generates the most tourism for Guanajuato. Last year, more than 201,000 tourists from Spain came to Guanajuato, generating an economic revenue of more than 475 million pesos, he said.
During the program “Conectando con la Gente”, Libia Dennise recalled the itinerary of activities that took place during the intense work tour, where she highlighted the ceremony of the Centennial of the Birth of José Alfredo Jiménez, at the Official Residence of the Mexican Embassy in Spain.
“What a privilege it is to feel José Alfredo so alive thousands of miles away. There we were received by Ambassador Quirino Ordaz, and our dear Paloma Jiménez, José Alfredo's daughter, who knows very well that her father's legacy is no longer just for her family, but for all of Mexico and the world,” said the Governor, who also inaugurated the exhibition “Pero Sigo Sigo Siendo el Rey” at the Cultural Institute of Mexico, with 27 pieces and 23 digital images that include photographs, documents, discography, costumes, publications and personal objects. This exhibition is still open in Madrid until February 15.
And the most awaited event for Guanajuato, for all that it represented, was the launch of our new Tourism Brand at an international level and simultaneously in Madrid, Mexico City and León, said the Governor.
“Something historic, because it is the first time it is done. And as we said, we arrive with an open heart, full of history, flavors, traditions, art, and that human warmth that distinguishes us. We bring a sincere and exciting invitation to travel the roads of Guanajuato,” he said.
“Our roads not only lead to destinations, they lead to experiences. We are a state where tradition and the future coexist in harmony, where culture is a living heritage, and where creativity drives new experiences, where each visitor can find their own path. That is why this brand is NOT just another slogan or logo, it is a story, a promise and a declaration of identity,” emphasized Libia Dennise.
“And as we said, Mexico was the Partner Country, or Guest Country, and all 32 states and many municipalities were present to take advantage of these opportunities. The state consolidated 414 business appointments, generated 32 international strategic alliances and we achieved 74 interviews with national and international media,” explained the Governor.
The Municipal President of Purísima del Rincón, commented that 18 business appointments were made, the relationship with UNO Tourism was strengthened, meetings were held with executives, and collaboration was agreed on activities and programs for the destination during 2026 in Jalpa de Cánovas Pueblo Mágico and Best Tourism Village, among other agreements.
Martha Rocío commented that in the case of San Miguel de Allende they also had good results with 43 business appointments. In addition to having a strategic alliance called “Bajío, Mexico starts here” with the city of Querétaro and Guanajuato Capital, to promote tourism on the occasion of the new direct flight from Madrid to Querétaro by Iberojet.
And the new religious tourism route between Silao, Guanajuato Capital, Dolores Hidalgo and San Miguel de Allende.
The Secretary of Tourism and Identity, highlighted the attendance to the Excellence Awards 2026 where Guanajuato won two awards with the project Enotourism in the Independence Valley, for its contribution to the economic and cultural development of the wine region; and the Gastronomic Season Guanajuato, Sí Sabe!
These awards honor projects, destinations and initiatives that add value to the industry through innovation, sustainability, quality and social impact, and have become a strategic showcase for good practices. This year they broke internationalization records with projects from 30 countries.
4 Municipalities Receive Declaration of Mezcal Dominance of Origin
In this broadcast of “Conectando con la Gente”, the Governor commented that a few days ago the Decree was published in the Official Gazette of the Federation, by which 4 more municipalities of our state of Guanajuato, have received the Declaration of Denomination of Origin of Mezcal: Comonfort, Dolores Hidalgo, San José Iturbide and Tierra Blanca.
“This fills us with pride and we must congratulate the local authorities of these municipalities and the Ministry of Economy of the Government of the People, who did a great job to get the Mexican Institute of Industrial Property to accept this denomination. Congratulations to these 4 municipalities, which join San Luis de la Paz and San Felipe that already had this denomination of origin. Today we proudly have 6 municipalities with this mezcal denomination,” he added.
