The Federal Tourism Secretariat confirmed a comprehensive promotional agenda for Fitur Spain 2026, where Mexico will be the guest country and Quintana Roo will participate as one of the destinations with the greatest international potential. Furthermore, the head of Sectur, Josefina Rodríguez Zamora, announced that Mexico will assume the presidency of the five countries of the Mayan World starting in January 2026.
During her morning press conference, Mayor Claudia Sheinbaum and the head of Sectur reported that, for the first time, all 32 states of the country are part of the official delegation to Fitur Spain 2026. The delegation includes 800 tourism service providers and representatives from all the Pueblos Mágicos (Magical Towns), marking a milestone for the global projection of Mexican tourism.
Rodríguez Zamora emphasized that the purpose is to showcase the country’s diversity, cultural richness, and tourism strength to the European market. She reiterated that Mexico will arrive at the fair “with a presence that will permeate Spain,” reinforcing the competitiveness of each state.
Additionally, the official presented the figures for January through October, which showed sustained growth in visitors, international tourists, and economic impact. The data revealed a 10.7% increase in international visitors—8.3 million—and a 9.3% increase in revenue, equivalent to US$2.44 billion.
In the cumulative figures for 2025, Mexico recorded 79.3 million visitors and 38.4 million international tourists, while economic impact reached US$28.128 billion. The Maya Train also reported significant growth: a 181% increase in international passengers between January and October. Furthermore, 157.2 million passengers traveled through the country’s airports, 2.5% more than in 2024.
Information provided by the organizers of Fitur 2026 indicates that Crown Paradise All Inclusive Resort / Sensira Resort Riviera Maya (3B02) will be one of the exhibitors at IFEMA Madrid. Another option is the Oasis Hotels and Resorts chain, comprising seven different properties. Five of these resorts are located on the Caribbean beachfront, offering unique features and flexible all-inclusive packages to meet all types of vacation needs.
“Enjoy luxury and distinction at The Pyramid Cancun, the endless fun of Grand Oasis Cancun, The Sens and Grand Oasis Palm in a calm, wave-free area, providing exceptional tranquility, Smart Cancun and Oh Cancun! The Urban Oasis is located in the city center, close to shopping malls, the tourist market, and at the entrance to the hotel zone—perfect for business travelers. And Grand Oasis Riviera is in the Akumal area, near the main attractions of Mayan culture,” reports Fitur.
In October, the governor of Quintana Roo, Mara Lezama, met with Encarna Piñero, president and global CEO of Grupo Piñero, to plan international promotion for Fitur 2026, as well as to project the state’s tourism growth, among other topics.
Source: reportur
