During the Commission, the following were addressed: Campaigns, national events participated in, national and international activations and presentations, in addition to the vision of professionalization in the sector.
During the Special Commission for Tourism Promotion, the Secretariat of Tourism and Identity (SECTURI) presented campaigns, national events participated in, activations, and national and international presentations. Highlights included the professionalization of the sector, as well as the Vendimias (harvest festivals), the Gastronomic Season, and Guanajuato's participation in the 2026 Tianguis Turístico (Tourism Fair) held in Acapulco, Guerrero.
Following the guidelines of the "Government of the People" led by Governor Libia Dennise García Muñoz Ledo, the SECTURI presented the projects carried out and those upcoming. This presentation even turned towards the need for professionalization of the sector (proposed and projected within the same Commission) to position our destinations in specialized national and international markets, with the firm objective of providing unique experiences that reaffirm the potential of the tourism sector.
“We did very well at the Tianguis (Turístico 2026); it was a good event. We hope to follow up on all the appointments and meetings we had with partners, wholesalers, agencies, and media outlets. We did well,” said the Secretary of Tourism and Identity, María Guadalupe Robles León, to the members of the Commission.
The work done with the Guanajuato brand was highlighted within the presentation of national, international, and regional campaigns, including "Half Time is in Guanajuato," "Guanajuato: It Tastes Good! Gastronomic Season," the Traditional Cooks' Gathering, Harvest Festivals, Summer, and Magical Towns of Guanajuato.
In national events participated in during the last period (April and the first half of May), highlights included participation in: FIEXPO, in León; Forever Wedding Summit, in San Miguel de Allende; TurEXPO, in Monterrey; and Tianguis Turístico, in Acapulco. These participations, considered as activations, are added to the presentations of Destination in Guadalajara and Querétaro. Likewise, international events in which Guanajuato had a presence were mentioned, such as the International Tourism Fair (FITUR) in Spain, and the ANATO Tourism Showcase in Bogotá, Colombia.
After mentioning the new direct flights at Bajío International Airport (Puebla and Vancouver, Canada), particular mention was made of international commercial partners, highlighting groups such as Expedia, Booking.com, trivago, civitatis, and CATAI, to name a few.
Another point discussed, and even anchored to the rest of the presentation due to its relevance, was the Professionalization Program for Destinations and Service Providers for Promotional Events. This program considers four main stages, beginning with a current diagnosis of the destination's or tourism service provider's offerings. This is followed by continuous training to strengthen active sales, business meeting attendance, attractive design and experiences, and the integration of a tourism product. At this point, the third stage of the program is considered, which is the review of offering portfolios by tourism segment. Finally, continuous evaluation and follow-up are carried out to ensure participation in future events.
Finally, Guanajuato's participation in upcoming tourism sector events and/or showcases, both nationally and internationally, was addressed with the aim of continuing to open new avenues to maintain our destinations' positioning.
Because working as a team, we are unstoppable.
