The collaboration also considers coordinated actions in promotional caravans, tourism fairs, and familiarization trips.
The Secretariat of Tourism and Identity of the State of Guanajuato (SECTURI) and the Mexican Association of Travel Agencies, A.C. (AMAV) have established collaboration mechanisms aimed at strengthening coordination between the public and private sectors, boosting tourism competitiveness, and expanding Guanajuato's presence in strategic national and international markets.
This work plan aligns with the vision of the "Gobernadora de la Gente" (Governor of the People), Libia Dennise García Muñoz Ledo, which jointly considers the active participation of AMAV in advisory councils, committees, and working groups convened by SECTURI, contributing their expertise in tourism marketing, market intelligence, and product development, as well as in strategies for the promotion and dissemination of the Guanajuato destination.
“Today, this sum of efforts between the Mexican Association of Travel Agencies and the Secretariat of Tourism and Identity represents a mechanism for collaboration between the public and private sectors to consolidate tourism with vision, order, and proximity,” said the Secretary of Tourism and Identity, María Guadalupe Robles León, who highlighted that this alliance represents an opportunity to strengthen the tourism development of Guanajuato through the combined efforts of the business sector.
The collaboration also considers coordinated actions in promotional caravans, tourism fairs, familiarization trips (fam trips), and other institutional initiatives that contribute to generating new business opportunities for the entity's tourism service providers.
Likewise, it was pointed out that these actions help strengthen the promotion of Guanajuato destinations and generate greater opportunities for the tourism value chain.
“This is how we strengthen the promotion of our destinations, the professionalization of the sector, and the generation of new business opportunities for tourism service providers,” stated the Secretary.
The head of SECTURI highlighted that, under the Government of the People led by Governor Libia Dennise García Muñoz Ledo, a strategy is being promoted to strengthen Guanajuato's tourism competitiveness, sustainability, and identity through coordinated actions with tourism communities and business organizations.
In this context, Guanajuato maintains positive indicators in tourism. During 2025, the State registered 23.8 million visitors and an economic impact exceeding 57 billion pesos, in addition to more than 209,000 people employed in activities related to restaurants and accommodation services.
The Secretary also highlighted that Guanajuato will continue to consolidate events and projects with international reach. And she explained that:
“These results are a testament to the joint work with tourism communities, travel agencies, operators, service providers, and business organizations that contribute daily to strengthening Guanajuato's tourism vocations,” Robles León pointed out.
As part of this collaboration mechanism, SECTUR will provide support to agencies affiliated with AMAV through current training, updating, and professionalization programs, in addition to advising on processes related to the State Tourism Registry (RET) and the National Tourism Registry (RNT), promoting the formalization and continuous improvement of the sector.
Both institutions agreed to promote the exchange of strategic information, the periodic evaluation of results, and the articulation of initiatives that contribute to the sustainable development of tourism in the entity, aligned with the State Tourism Program 2025-2030, which promotes a strategy of governance, competitiveness, and tourism positioning for Guanajuato.
Finally, Maria Guadalupe Robles Leon reiterated her willingness to continue working in coordination with the organized tourism sector.
“Today we reiterate our willingness to continue working as a team to break new ground for the tourism and identity of our state,” concluded the head of SECTURI.
