Mexico Takes Center Stage at Madrid's Tourism Fair

When Mexico wants to make an impression, it doesn't hold back.

The International Tourism Fair (FITUR) opened in Madrid this week with Mexico as the featured partner country, transforming Spain's capital into a celebration of Mexican culture. Running through January 25, the event brings together 10,000 companies from 161 countries, but Mexico claimed the spotlight with the largest pavilion in the Americas section.

All 32 Mexican states joined forces for the first time to present Mexico as one unified destination rather than separate regions. The pavilion features cultural performances including Oaxaca's Guelaguetza and Michoacán's Danza de los Viejitos, plus a shop selling authentic Mexican handicrafts.

But the real magic is happening outside the convention center. Mexican artist César Menchaca reimagined Madrid's beloved bear and strawberry tree statue, covering the bronze monument in vibrant Huichol patterns that blend Spanish and Mexican heritage. The stunning installation sits in Puerta del Sol, one of Madrid's busiest public squares, where thousands pass by daily.

Meanwhile, El Corte Inglés, Spain's largest department store chain, opened a "Window to Mexico" space dedicated to promoting and selling Mexican crafts. These cultural touchpoints throughout Madrid create an immersive experience that goes far beyond typical tourism promotion.

The timing aligns with Mexico's ambitious goal to become one of the world's five most visited destinations by 2040. Ambassador Quirino Ordaz Coppel emphasized that success means more than just tourist numbers. "We don't just want more tourists: we want more investment, more spending, greater connectivity and a strengthened sector," he told reporters.

The fair also highlights Mexico's emerging destinations, nature experiences, and magical towns (pueblos mágicos) alongside preparations for the 2026 FIFA World Cup, which Mexico will co-host with the United States and Canada.

The Ripple Effect

Mexico's unified approach at FITUR represents a shift in how the country markets itself globally. By bringing artisans, entrepreneurs, and tourism operators together under one vision, Mexico demonstrates that collaboration creates stronger results than competition. The focus on "shared prosperity" signals a tourism strategy that aims to benefit communities across all 32 states, not just established hotspots.

The cultural exchange happening in Madrid's streets and squares also builds bridges between Spanish-speaking nations, reminding both countries of their intertwined histories while celebrating Mexico's unique indigenous heritage through contemporary art.

When countries lead with culture and unity, everyone wins.