Promotional campaigns, public relations projects and comprehensive strategies with the municipalities were the key to a successful tourism year.
The Secretary of Tourism and Identity attributed the tourism growth recorded in 2025 to an integral strategy of promotion and trust, promoted since the beginning of the current state administration, led by the Governor of the People, Libia Dennise García Muñoz Ledo.
The head of SECTURI, María Guadalupe Robles León, explained that one of the key factors was the Governor's decision to allocate 100% of the hotel tax to tourism, which strengthened the state's promotion in national and international markets.
“When the governor arrived, the first thing she did was that the hotel tax went 100% to tourism. This means that we have 162 million pesos to take them to a promotion strategy,” the incumbent said.
These resources have been applied to promotional campaigns, public relations projects and comprehensive strategies with the municipalities.
“What is it being used for? In promotional campaigns at the national, state and international levels, in public relations projects, integral projects of the municipalities,” said Robles León.
The Secretary also highlighted that the CONFIA security strategy, led by the Government of the People, has been a determining factor in improving the perception of the destination.
“It is also the result of the governor's strategy of CONFIA, which helps us to lower the perception of insecurity in the state and to make visitors feel confident to continue coming to Guanajuato,” concluded the head of SECTURI.
