Mexico’s cultural heartbeat pulses through Madrid as FITUR opens in the Spanish capital

The 46th variation of the International Tourism Fair (FITUR), held each twelvemonth successful Madrid, Spain, kicked disconnected contiguous with Mexico taking halfway signifier arsenic the fair’s spouse country.  

Regarded arsenic 1 of the world’s largest fairs successful the tourism industry, the lawsuit volition instrumentality spot from Jan. 21 to 25 astatine IFEMA Madrid, with 3 days dedicated to professionals (21-23) and 2 days for the wide nationalist (24-25).

Cuando México se une, nary hay quien nos pare. 🇲🇽🔥

Colores, música, naturaleza y mucha fiesta recorren España, @fitur_madrid y se roban todas las miradas. 🌎💃🎶

Nuestro ambiente se siente, se vive y se contagia. El mundo entero sabe que #MéxicoEstáDeModa. 🇲🇽✨#Fitur pic.twitter.com/qTMTJ8uDKZ

— Josefina Rodríguez Zamora (@josefinarodzam) January 21, 2026

As spouse country, Mexico is presenting a broad programme that volition showcase the essence of Mexicanidad to the planetary tourism market, some astatine the fair’s venue and astatine iconic venues astir the city. 

Boasting the largest pavilion successful the fair’s Americas section, each 32 Mexican states are represented astatine FITUR  with a programme highlighting the promotion of emerging destinations, outdoor and nature-based experiences, pueblos mágicos and taste and culinary experiences. 

Present astatine FITUR this twelvemonth are Mexico’s artisans, entrepreneurs and tourer operators who purpose to presumption the state arsenic a unified destination, alternatively than a postulation of isolated regions. 

As portion of the promotional activities during the five-day event, Mexico’s basal volition big taste performances specified arsenic the Guelaguetza of Oaxaca and the Danza de los Viejitos of Michoacán, successful summation to a store selling Mexican handicrafts. Other activities volition beforehand the 2026 FIFA World Cup, taking spot successful Mexico, Canada and the United States. 

Mexican authorities person said that the country’s concern with FITUR is simply a strategical accidental to fortify Mexico’s representation earlier an planetary audience, successful enactment with the existent administration’s extremity of positioning Mexico among the 5 most-visited destinations successful the satellite by 2040.

“Today, we are aiming for more,” Mexican ambassador to Spain, Quirino Ordaz Coppel, said. “We don’t conscionable privation much tourists: we privation much investment, much spending, greater connectivity and a strengthened sector. This forum volition let america to stock the imaginativeness of the Ministry of Tourism wrong a Mexican authorities that is committed to tourism arsenic a generator of economical benefits, with 1 cardinal word: shared prosperity,” he told reporters. 

All 32 Mexican states person a designated country wrong Mexico’s flagship pavilion arsenic the spouse state of this year’s FITUR. (@SECTUR_mx/X)

Overall, FITUR features 9 pavilions, 10,000 companies from 161 countries — of which 111 person authoritative practice — and 967 main exhibitors. 

Beyond the pavilion

As portion of Mexico’s promotional activities beyond IFEMA, antithetic parts of Madrid are showcasing Mexican civilization done creation installations. 

One specified show is located astatine the Puerta del Sol, 1 of the city’s astir visited areas. In this nationalist plaza, the spouse countries person installed a monumental sculpture of Madrid’s symbol, the Bear and the Madroño, featuring a plan that blends Mexican and Spanish heritage.

Traditionally crafted from bronze, the iconic practice of Madrid’s individuality has been reinterpreted by Mexican creator César Menchaca. The monument is present adorned with a colorful and intricate plan inspired by Huichol art. 

“The Bear and the Strawberry Tree is simply a profound awesome of Madrid, an emblem that speaks of its past and identity. To beryllium capable to prosecute with it done modern creation is an honor,” said Menchaca.

Meanwhile, the elephantine retailer El Corte Inglés connected Serrano Street present features a “Ventana a México” (Window to Mexico), a designated abstraction for the promotion and selling of Mexican handicrafts. 

With reports from Publimetro and Milenio