Tourism is key to the economic development of the state of Puebla because it represents more than 7 percent of the Gross Domestic Product (GDP) and generates more than 160,000 direct jobs.
Juan Pablo Cisneros Madrid, president of the Chamber of Commerce, Services, and Tourism (Canaco) in Puebla, affirmed that the state has the potential to become a global leader.
The campaign began this Friday, September 26, and will run until August 2026, with the expectation of generating an economic impact for Puebla.
According to data from the Puebla government’s Ministry of Tourism, the state registered nearly 10 million visitors in the first seven months of 2025, a figure that represented a 5.4 percent increase compared to 2024.
Given the productive chains it activates, tourism generated an economic impact of 12 billion pesos from the consumption of various products and services from January to July of this year.
In the context of World Tourism Day on September 27, the president of Canaco Puebla explained that, through a roadmap, they seek to work in coordination with researchers, experts, authorities, and business leaders on a strategy to strengthen the competitiveness of the so-called smokeless industry.
He commented that, through this coordinated effort, they seek to promote different segments so that Puebla can consolidate itself as a leading tourism destination nationally and internationally.
The state of Puebla, along with its cultural and architectural wealth, is a destination that allows visitors to enjoy different experiences, savor its gastronomy, enjoy nature, attend conferences and conventions, academic meetings, and even attend sports events.
Claudia Castro, Director of Convention and Parks Applications for the government of Puebla, affirmed that the state is key to meeting tourism in the center of the country, due to its infrastructure to host large-scale events.
He explained that the state is ranked in the top 10 for the largest number of spaces and venues for exhibitions, congresses, conventions, destination weddings, incentive trips, in addition to 13 natural parks open to the public.
“Puebla has a hotel infrastructure of more than 13,000 rooms, and around our convention centers alone, we have 4,000 rooms, room nights, a maximum of ten minutes away. Truly, having connectivity at the Hermanos Serdán Airport with Mexico City offers us connectivity and full coverage so that all our attendees from Monterrey to Yucatán can arrive here in Puebla and enjoy a great event,” he explained.
The meetings industry attracts visitors not only from Mexico but also from different countries, which contributes to the local economy because visitors use different services and consume different products.
An example of the impact generated by meetings tourism is the 2025 National Congress of the Meetings Industry (CNIR), which Puebla hosted. It is estimated that each attendee spent between 1,500 and 2,000 dollars, three to five times more than traditional tourism.
Marco Elizondo, Marketing Director of Conventions and Parks, mentioned that, throughout 2025, 1,200 events were held, including expositions, congresses, festivals, conventions, concerts, and plays, which represented a significant economic impact.
The National Association of Wholesale Grocers (ANAM) Expo, held during the first days of September at the Puebla Exhibition Center, generated 70 billion pesos.
“The important thing about events is that we have a large portion scheduled and others are being added. In 2026, we have the great challenge of breaking the record for the highest attendance at events. We have had a 28 percent increase compared to 2024,” commented Elizondo.
Sports Tourism
Sports tourism is another segment through which the state’s culture and wealth are showcased, benefiting various economic sectors with the arrival of athletes, coaches, and fans.
Events such as PopoBike 2025, the most important mountain biking event in the country, and the upcoming U-21 Beach Volleyball World Championship, to be held in Puebla, are positioned as tourism drivers, attracting not only competitors but also fans from around the world.
Throughout 2025, the state became the host of world-class events in different disciplines, positioning itself on the international map of sports competitions.
In addition to generating significant economic benefits, these events represent an opportunity for artisans, service providers, guides, travel agents, and tour operators to offer their products to a diverse and high-profile audience, expanding the range of experiences, and extending visitor stays.
Within sports tourism, one of the fastest-growing segments is athletic races, which attract more than 30,000 runners each year, accompanied by family and friends.
José Manuel Vázquez Cabrera, president of the Puebla Athletics Association, explained that 30 races were held in the first eight months of this year and that they will aim to end the year with another 20 high-impact competitions.
“We have a record of 20,000 runners, 90 percent of whom are from Puebla and the other 10 percent from other states. Attendance at each race is between 1,000 and 1,200 participants, which demonstrates that Puebla has become a benchmark in this discipline, surpassing last year.”
In this way, the aim is to consolidate Puebla as a benchmark for tourism and sports events, since, at least for athletic races, “we have all of 2025 booked, and by 2026, 80 percent of the venues will be occupied on weekends, and we are opting for night races.”
In turn, during the U-21 Beach Volleyball World Championship, to be held from October 15 to 19, 2025, in San Pedro Cholula, an economic impact of 100 million pesos is expected, including hotel occupancy and visitor mobility.
Gastronomic Experience
Gastronomy is one of the main generators of tourism. During the summer of 2025, Puebla registered the arrival of 2 million people, a season that coincides with the chile en nogada season.
This is one of the emblems of Puebla’s gastronomy. Its unique preparation with ingredients found only between July and September makes it a dish that attracts thousands of domestic and international tourists while generating significant economic benefits for the state, explained Juan José Sánchez Martínez, president of the National Chamber of the Restaurant and Seasoned Food Industry (Canirac) in Puebla.
The representative of restaurateurs in the state commented that gastronomy not only boosts the local economy but also positions Puebla as an international benchmark.
He noted that during the 2025 summer vacation period, when restaurants served the iconic chiles en nogada, an economic benefit of 1.4 billion pesos was generated with the sale of 4.5 million dishes.
While this period is one of the most representative for the restaurant industry, the leader of the Canirac (National Association of Mexican Restaurants) commented that Puebla’s cuisine offers a wide range of flavors and experiences for the palate, with typical snacks and dishes classified as Intangible Cultural Heritage, emblematic dishes like moles, which benefit different productive sectors and contribute to the economy all year round.
“Puebla has four very important gastronomic seasons, beginning with Holy Week; then comes chile en nogada (a traditional Mexican dish), followed by mole de hips (a traditional Mexican dish), and ending in December with the Christmas season, which is a significant economic benefit for Puebla. All Puebla restaurants that offer these types of dishes benefit, and consequently, suppliers and the Puebla countryside, creating an important economic cycle for the state’s economy,” the businessman concluded.
Source: milenio
