The Mexican Ministry of Tourism (Sectur), in collaboration with a solid and united tourism sector, has inaugurated the Mexican pavilion at the 45th edition of the International Tourism Fair (FITUR) 2025, which will be held from January 22 to 26 in Madrid. This pavilion, the largest in America at the fair, exhibits the cultural, natural and gastronomic wealth of the country to the world.

A prominent presence at FITUR 2025

The Secretary of Tourism, Josefina Rodríguez Zamora, led the opening ceremony, accompanied by important figures such as Quirino Ordaz Coppel, Mexican ambassador to Spain, and the governors of various states such as Mara Lezama Espinosa (Quintana Roo), Lorena Cuéllar Cisneros (Tlaxcala), Rocío Nahle García (Veracruz), among others. In addition, state tourism secretaries, municipal presidents, legislators and representatives of the private sector were present. Rodríguez Zamora highlighted the joint effort of the tourism sector to position Mexico as a world-class destination, emphasizing that “tourism is a key tool for the well-being of all Mexicans, benefiting each of the links in the production chain.”

States and destinations present

Mexico has the participation of 21 states, including Baja California Sur, Baja California, Mexico City, Guanajuato, Jalisco, Oaxaca and Quintana Roo, represented by their Ministries of Tourism.

In addition, 12 emblematic destinations will be present at FITUR 2025, highlighting:

• Los Cabos, La Paz and Loreto (Baja California Sur)
• Cancún and Playa del Carmen (Quintana Roo)
• Mérida (Yucatán)
• Huatulco (Oaxaca)
• Acapulco, Ixtapa Zihuatanejo, Taxco and Ixcateopan (Guerrero)
• Monterrey (Nuevo León)

Objective: promote the greatness of Mexico

The Mexican pavilion aims to show the world the diversity of its tourist offer, from paradisiacal beaches to colonial cities, UNESCO-recognized gastronomy and sustainable tourism experiences. FITUR 2025 is a key platform to strengthen the country's international projection and attract investments that boost the tourism industry.

Mexico participates in the fair with an agenda full of activities, business meetings and cultural exhibitions that highlight the country's hospitality and potential for international tourism.