-At FITUR, in a forum organized by Banco Santander, the governor positioned the state as a global leader in tourism and responsible investment, highlighting its connectivity, infrastructure, and strategy for the 2026 FIFA World Cup.
Madrid – At FITUR 2026, the world’s most important tourism fair, Governor Mara Lezama Espinosa played a prominent role in the Santander FITUR 2026 Forum, “Connections that Inspire the Future of Tourism,” on the panel “Football and Tourism: A Strategy to Welcome the World in 2026.”
Mara Lezama positioned the state as a global leader in tourism, responsible investment, and shared prosperity, in anticipation of major international events and the 2026 FIFA World Cup.
“The Mexican Caribbean is the world’s premier vacation destination because it has everything: connectivity, infrastructure, culture, gastronomy, nature, and community experiences,” declared the Governor of Quintana Roo. She added that for the first time in history, there is a direct flight between Ireland and Mexico, made possible through Cancún, with the Dublin-Cancún route.
During her remarks at the Forum, the Governor reiterated that Quintana Roo has a solid foundation to make the World Cup an engine of long-term development. She emphasized that, with more than 140,000 hotel rooms, world-class infrastructure, and unprecedented connectivity, the Mexican Caribbean is consolidating its position as the Vacation Capital of the World.
“Cancún is establishing itself as the natural gateway to the 2026 World Cup, even without hosting any matches, thanks to its air connectivity with more than 30 cities in World Cup markets. It is the only airport in the world with daily direct connections to all 16 World Cup host cities, many of them with multiple flights,” the Governor explained.
She added that the sporting event will be a catalyst for opportunities, opening new markets, strengthening air connectivity with strategic destinations in Europe and North America, boosting the state’s brand positioning, and generating a high rate of tourist return thanks to visitor loyalty.
She also highlighted that the diversity of the state’s 12 destinations extends the average stay and increases economic impact, transforming tourism into fixed investment, mobility, services, and social well-being.
When addressing how to capitalize on the World Cup without hosting matches, Mara Lezama emphasized that the World Cup is not just a sporting event; “it is a lever to attract investment, open markets, and strengthen Quintana Roo’s position as an international tourism hub. We didn’t improvise: we’ve spent over a year planning how to capitalize on the World Cup, from connectivity to promotion and attracting investment,” she added.
She pointed out that Quintana Roo currently operates as the most important logistics hub in the region, with four international airports and connections to more than 120 cities worldwide, making it a base of operations for fans.
Regarding tourism diversification, the Governor highlighted that Quintana Roo is attending FITUR 2026 to position the state in all international markets, where, for the first time, community-based tourism plays a leading role in this global promotion.
This is complemented by the boost to gastronomy, with the arrival of the Michelin Guide, and cultural and nature tourism, strengthened by the Maya Train and the Maya Ka’an destination, developed in conjunction with UNESCO under a sustainable approach, with more than 90 experiences operated by 17 cooperatives; six of these are already part of the Mundo Maya catalog recognized by UNESCO for meeting criteria of inclusion, identity, authenticity, and sustainability.
“This is shared prosperity: bringing promotion, marketing, and income directly to the Mayan communities. We are not bringing the communities as mere decoration; we are bringing real tourism products that generate income and opportunities,” added the Governor.
Source: gcg.qroo.gob
