The Secretary of Tourism and Identity was included in the list of Women Leaders in Tourism 2026, compiled by Boletín Turístico. This count recognizes outstanding work in the industry.
The specialized magazine Boletín Turístico, in its special March edition, "Women Leading Tourism," featured the Secretary of Tourism and Identity of the State of Guanajuato, María Guadalupe Robles León, for being one of the most outstanding and influential women in the segment in Mexico and Latin America.
According to the magazine, Robles León's work, championed by Libia Dennise García Muñoz Ledo's “Government of the People,” stands out for a trayectoria "focused on tourism promotion and strategic destination management, as well as for promoting cultural identity as a key positioning element for Guanajuato.".
The publication points out that its leadership allows for the diversification of tourist products and the consolidation of experiences that integrate heritage, gastronomy, and business tourism, under a competitive, innovative, and sustainable model.
This publication, considered one of the most relevant sources of information and analysis for the continent's tourism industry, recognizes profiles that drive the sector's development through innovation, strategy, and value generation.
In addition to Lupita Robles, this edition also includes Gloria Guevara, current head of the World Travel & Tourism Council (WTTC), consolidating a group of leaders with global impact.
This recognition is based on the results achieved by Guanajuato during 2025 and the beginning of 2026, where tourism consolidated as a driver of development for the state.
In 2025, Guanajuato welcomed 23.8 million visitors and generated economic revenue exceeding 57.108 billion pesos, with a 91% increase in visitor numbers and a 101% increase in economic revenue. Hotel occupancy reached 37.1% annually, reflecting and maintaining market confidence in the state’s tourism offerings.
The sector generated 217,429 jobs, 60.1% of which were held by women, placing Guanajuato sixth nationally in tourism employment, which confirms its direct impact on families’ well-being.
Connectivity, infrastructure, and development with identity
Strengthening connectivity has been key to these results. Bajío International Airport (BJX) has 22 air routes (10 domestic and 12 international), including the recent connection to Ontario, Canada, and recorded the arrival of more than 3.3 million passengers, boosting tourism and business.
Likewise, strategic actions have been consolidated to strengthen the tourism offering, with 8 tourism projects executed with an investment of 43.1 million pesos in infrastructure and heritage conservation.
7 New Guanajuato Charms, Driving Community Tourism with a Sustainable Focus.
Participation in the Tianguis of Magical Towns, positioning the state's offerings at a national level.
Integration of Jalpa de Cánovas into the UN Tourism program in Switzerland as a model of sustainable rural tourism.
Guanajuato maintains a positive trend in tourist activity, consolidating its presence in national and international markets, as well as in strategic segments such as cultural, gastronomic, and business tourism.
This international recognition reflects a people-centered public policy, where tourism not only promotes destinations but also generates opportunities, strengthens identity, and builds sustainable development for communities.
Guanajuato opens new roads, positioning itself as a growing tourism benchmark with strategy, identity, and results.
