Mexico Aims to Climb to Fifth Place in World Tourism: Josefina Rodríguez at FITUR
Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, stated at the International Tourism Fair (FITUR) that the country aspires to become the fifth most visited in the world, surpassing its current position of sixth. “We are undoubtedly aiming to move up to the fifth most visited country. Today we are sixth,” she declared during the interview, highlighting a goal of increasing economic impact by 44%.
Rodríguez emphasized a 2026 packed with promotional events, such as the World Cup, NFL, Formula 1, 17 international trade fairs, the Tianguis Turístico in Acapulco, and ITB Americas. “We will have a very creative year,” she noted, underscoring the constant “24/7” promotion to generate pride in Mexico’s cultural and tourist richness.
Spain is a key market, with expectations of increased investment and ongoing promotional activities. Mexico will assume the presidency of the Mundo Maya Organization, replicating successful models such as the Yucatán experience guides in other member countries. The Secretary prioritized “humanistic tourism” focused on native and indigenous communities, aligned with the President’s policy.
She highlighted her presence in the Real Madrid VIP box, invited by the club, which supports sports schools in Mexico—the second-largest recipient of such support. She also recounted a meeting with the King of Spain, discussing the World Cup and community-based tourism.
Finally, she sent greetings to Los Cabos, “a global powerhouse” for its tourism style and attractions such as its large aquarium.