As FITUR wraps up in Madrid, Mexico celebrates record attendance

On Sunday, Mexico concluded its information arsenic spouse state astatine the 46th variation of the International Tourism Fair (FITUR) 2026, held successful Madrid, Spain, marking an unprecedented programme that highlighted the diverseness and competitiveness of Mexico’s tourism manufacture successful 1 of the astir influential platforms successful the planetary tourism sector. 

According to Tourism Minister Josefina Rodríguez Zamora, the Mexican delegation broke attendance and visibility records with much than 155,000 nonrecreational visitors successful the archetypal 3 days of FITUR. Its basal space, which dispersed crossed 1,800 quadrate meters, was besides the astir visited successful the Americas region.  

With the information of 1,500 exhibitors from each 32 states successful Mexico, Rodríguez said FITUR 2026 marked a turning constituent successful the planetary projection of Mexican tourism, positioning the state arsenic a planetary powerfulness and a benchmark successful the industry.

“Mexico shone astatine FITUR Madrid,” Rodríguez wrote connected her official X account. “We demonstrated the spot of a agreed nation, arrogant of its roots and its people. Today, Spain and the full satellite cognize wherefore Mexico Está de Moda [Why Mexico Is Trending].” 

This variation besides served arsenic a level for Mexico to showcase its civilization passim the city, with strategical advertisements connected FlixBus buses and Madrid Metro stations, creation installations and exhibitions of Mexican handicrafts. 

Rodríguez besides held meetings with officials from different countries to fortify community-led tourism and planetary cooperation. She besides met with representatives from companies and leaders of planetary initiatives crossed aggregate industries to research opportunities for collaboration, concern and promotion successful Mexico.

Desde FITUR 2026, compartimos una historia que nace desde lo humano 🎬✨

📍En el Recinto Ferial IFEMA, Madrid, presentamos el estreno oficial del cortometraje “El Buen Morir”, una producción de CONCANACO SERVYTUR en colaboración con Studio, que invita a reflexionar sobre… pic.twitter.com/MEqGCnhGgc

— CONCANACO SERVYTUR (@CONCANACO) January 21, 2026

As portion of these efforts to fortify Mexico’s estimation earlier an planetary audience, the Mexico pavilion presented the abbreviated movie “El Buen Morir” (A Good Way to Die), which explores death, individuality and civilization done the Mexican worldview: a presumption of decease not arsenic a taboo oregon implicit end, but arsenic translation and permanence successful representation and legacy.  

Other notable activations included the “Travel Safe To the 2026 World Cup” programme organized by the Confederation of National Chambers of Commerce, Services and Tourism (CONCANACO SERVYTUR) with the intent of protecting girls, boys and adolescents from quality trafficking during the sporting event.  

According to CONCANACO SERVYTUR, much than 300 meetings were held during FITUR with concern leaders, planetary organizations and strategical partners, strengthening ties that volition alteration the coordination of planetary concern and practice successful Mexico’s 32 states.

With reports from El Informador and El Financiero