Josefina Rodríguez Zamora Defends Mexican Tourism Promotion in Spain and Addresses Controversy Over Her Presence at the Bernabéu Stadium
During the International Tourism Fair (FITUR) in Madrid, Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, maintained that promoting the country abroad is a permanent and strategic endeavor. She responded to criticism arising from her presence in the VIP box at the Santiago Bernabéu Stadium, as well as her meeting with the King and Queen of Spain.
In an interview with the radio program “Los Cabos a la Carta,” Rodríguez Zamora emphasized that Mexico’s tourism agenda in Spain began the year with intense activity. “This January marks the start of a very full calendar of tourism and cultural promotion activities, where we are generating a great deal of pride and a sense of identity with the grandeur of our country,” she stated. She added that the promotion is not limited to specific events: “The promotion never ends; it’s a 24/7 effort.”
The official highlighted the importance of the Spanish market for Mexico and sent a special message to Los Cabos, which she described as “a global powerhouse,” emphasizing its natural wealth and its value as an international tourist destination.
Regarding her meeting with the King of Spain, Rodríguez Zamora described it as positive and productive. “The meeting with the King was very fruitful. We spent a lot of time talking about the World Cup, how they are World Cup host countries, and how the tourism product has been diversified in Spain and Mexico through community-based tourism,” she noted. In that context, she emphasized the symbolic value of the image projected by Mexico: “That’s what Mexico is worth, that’s what craftsmanship is, that’s our color, that’s our history.”
Regarding the criticism she received for attending a Real Madrid match from the Bernabéu stadium’s VIP box, the secretary denied that it was a frivolous act or unrelated to her duties. “The fact that I had the honor of being invited—because it’s by invitation only—was the result of much effort,” she explained. She detailed that these efforts included prior promotional activities and social impact agreements, such as the Spanish club’s support for sports projects in Mexico. “Real Madrid supports Mexico in the creation of sports schools for children and young people; one of them was announced that same day,” she specified.
Rodríguez Zamora defended sports tourism as a key segment for the country and recalled that Mexico hosts events of global reach. “Today we are a guest country and a World Cup host,” she affirmed, while summarizing her position in response to criticism: “That’s what tourism is: promoting our country and inviting people. You can’t expect guests to come to your house if you don’t promote it.”
The secretary concluded that Mexico’s presence at international forums like FITUR and in high-impact media spaces is part of a comprehensive strategy to strengthen the country’s image and attract more visitors.