Mexico’s prominence in FITUR did not go unnoticed. With a delegation made up of 24 tourism secretaries, governors, mayors and led by Josefina Rodríguez Zamora, Mexico showed the world a vision of unity and leadership in the sector. Above partisan colors, Josefina managed to consolidate a strategy that highlights the cultural, gastronomic and natural wealth of each state, promoting a diverse and captivating Mexico.
The Mexico pavilion was one of the most visited (or perhaps the most), attracting tens of thousands of attendees with an experience that combined culture and tradition. Recent data from the World Tourism Organization (UNWTO) confirm that Mexico occupies sixth place in receiving international tourists, with more than 40 million visitors in 2024. This success would not be possible without events such as FITUR, which position the country as a reference destination in Europe and the world.
Furthermore, negotiations at FITUR resulted in important agreements with international tour operators and airlines, which promises an increase in air connectivity, especially from key markets such as Spain, France and the United Kingdom. In a global context where competition is fierce, Mexico has shown that it has the tools to attract tourists from all corners.
¡#Mexico is present in #FITUR2025! 🇲🇽🇪🇸
With enthusiasm and commitment, the Mexico Pavilion was inaugurated at one of the most notable international tourism fairs, the 45th Edition of @fitur_madrid an excellent space to show the cultural and natural wealth of our… pic.twitter.com/7F3uDDJJr8
— SECTUR México (@SECTUR_mx)
January 22, 2025
The viralization of Mexico on networks: the best digital ambassador
In parallel, Mexico is experiencing a unique phenomenon: love for the country has gone viral on social networks. Thousands of content creators, national and foreign, have become unofficial ambassadors of Mexican tourism. From TikToks showing the preparation of mole or tacos, to Instagram reels highlighting the splendor of the pyramids of Teotihuacán or the crystalline beaches of Baja California Sur, Mexico has become an online cultural phenomenon.
Platforms such as YouTube and Instagram have also been key to viralizing festivities such as the Day of the Dead, events that project a unique image of Mexico to the world. According to data from Statista, videos related to tourism and Mexican gastronomy accumulate millions of views every month. This phenomenon is no coincidence: it reflects the power of an authentic and emotional narrative that connects with global audiences.
But let’s remember, at least 8 million international tourists are expected to receive during the 2026 World Cup, generating a historic economic impact. Trump’s influence, with his controversial stance in the United States, could be an indirect boost: global tourists will seek vibrant, welcoming and authentic experiences that only Mexico can offer. The world is falling in love with our country!
The future of Mexico, high-impact events and a World Cup
Mexico’s tourist success could begin in Madrid. With great challenges on the horizon, such as the co-organization of the 2026 World Cup, the country has a historic opportunity to establish itself as the favorite destination for sports and culture lovers. Mexico will be the only country in history to host three World Cups (1970, 1986 and 2026), an achievement that not only highlights its organizational capacity, but also its appeal to millions of soccer fans.
However, the World Cup also brings challenges. It is crucial that Mexico invests in modern and sustainable infrastructure, from stadiums to airports and transportation systems. In addition, it must ensure that economic and social benefits reach local communities, avoiding the mistakes of other countries that have prioritized spectacle over the well-being of their citizens.
