Mexico Breaks Tourism Fair Records at Madrid's FITUR 2026

Mexico just made history at the world's most influential tourism fair, and the numbers tell an incredible story of a country on the rise.

At FITUR 2026 in Madrid, Spain, Mexico's tourism showcase broke every attendance record. The country's 1,800 square meter pavilion became the most visited stand in the entire Americas region, drawing over 155,000 professional visitors in just the first three days.

Tourism Minister Josefina Rodríguez Zamora brought an unprecedented delegation of 1,500 exhibitors representing every single Mexican state. From beach destinations to mountain towns, Mexico showed the world its full tourism potential under one roof.

"Mexico shone at FITUR Madrid," Rodríguez said. "We demonstrated the strength of a united nation, proud of its roots and its people."

The country didn't just show up. Mexico turned Madrid itself into a showcase, wrapping city buses in Mexican tourism ads, filling metro stations with cultural displays, and setting up handicraft exhibitions throughout the Spanish capital.

Behind the scenes, real business happened. Representatives held over 300 meetings with international partners, tourism boards, and investors exploring ways to bring more visitors and investment to Mexico's diverse regions.

The pavilion also tackled serious issues with hope and action. Mexico presented "Travel Safe To the 2026 World Cup," a program designed to protect children and teens from human trafficking during the massive sporting event the country will co-host.

The Ripple Effect

This isn't just about tourism numbers. When 1,500 businesses from all 32 states come together on a global stage, it creates opportunities for communities across an entire nation.

Small craft makers from rural areas connected with international buyers. Lesser-known destinations got the same spotlight as famous beach resorts. Indigenous communities promoting cultural tourism sat alongside major hotel chains, all telling Mexico's story together.

The new international partnerships forged at FITUR will bring jobs, investment, and opportunities to communities that have never seen major tourism development. From eco-tourism projects in southern states to culinary experiences in central regions, Mexico positioned itself not just as beaches and resorts, but as a country of endless discovery.

Mexico's message resonated so strongly that it's already opened doors. The fair coincided with announcements of new direct flights connecting Mexican cities to Europe, making it easier than ever for international visitors to explore beyond the usual destinations.

The world is watching Mexico, and Mexico just showed it's ready for the spotlight.