- Interview with Josefina Rodríguez Zamora, Secretary of Tourism for the Government of Mexico.
Q.- Mexico will be a Partner Country at FITUR 2026. Why is this presence so important?
A.- Because it consolidates Mexico as a global tourism powerhouse. FITUR is the perfect showcase to display our cultural and natural diversity, strengthen commercial alliances and promote sustainable, inclusive tourism with shared prosperity.
Q.- Tourism figures confirm that Mexico is in vogue. What do these figures tell us?
A.- Between January and October 2025, we received more than 79 million international visitors, with sustained growth. This confirms that Mexico is a competitive destination with global reach.
Q.- What will Mexico be showcasing at FITUR beyond the traditional destinations?
A.- We want to surprise people: new routes, emerging destinations, Magical Towns and authentic experiences that connect with nature, traditions and local cuisine. We will present a model of community-based and responsible tourism aligned with UNESCO’s objectives.
Q.- FITUR 2026 coincides with the run-up to the World Cup. How are these two events connected?
A.- It will be a great opportunity to showcase our infrastructure, security and capacity to host major events, attract strategic investment and strengthen our relationship with the European market.
Q.- What should the world know about Mexico and its culture?
A.- That Mexico is extraordinary: a vibrant fusion of indigenous cultures and Spanish heritage, with world-renowned cuisine, unique traditions such as the Day of the Dead, 68 indigenous languages and a natural wealth that ranges from jungles to deserts. Mexico is lived, felt and shared.
Source: Departamento de Prensa de FITUR