With resounding success, Puebla strengthened its international standing, expanded destination promotion, and consolidated strategic alliances during its participation in the 2026 International Tourism Fair (FITUR), stated Governor Alejandro Armenta.
He noted that the state government showcased Puebla’s talents, such as the traditional cooks and mezcal masters who attended FITUR as part of a delegation of more than 60 members. This delegation included representatives from the 12 Pueblos Mágicos (Magical Towns), municipalities with a tourism focus, Puebla City, tour operators, travel agencies, business owners in the sector, as well as artisans and producers, who were central to the state’s promotion.
The Secretary of Tourism Development, Carla López-Malo Villalón, presented the results of the state’s participation in FITUR 2026, where Puebla promoted its gastronomy as a cornerstone of its identity, the diversification of tourism products, and its gastronomic, cultural, and community-based routes.
As a result, more than 450 working meetings were held with tour operators, travel agencies, airlines, and strategic partners, leading to the state’s inclusion in the catalogs of eight European operators for 2026 and 2027, as well as the projection of 3,500 Spanish travelers between June and September of this year.
In terms of promotion, and under the leadership of Governor Alejandro Armenta, the state developed a 17-day outdoor advertising campaign in Madrid, reaching over 1.8 million people, generating more than 2.7 million views, and 42,000 digital interactions. Furthermore, letters of intent were signed with Grupo Despegar, Viajes El Corte Inglés, Expedia, and Skål International, which will allow for the direct sale of tour routes and the destination’s presence at more than 430 promotional points across Europe.
As part of his agenda in Madrid, López-Malo presented the destination “Puebla, The Heartbeat of Mexico” to the European market. The Gala Dinner “Two Fires, Two Techniques, One Origin” was held, led by Puebla chef Ángel Vázquez and traditional cook Victoria Serrano, who emphasized that bringing mole poblano to Spain allowed them to showcase the richness, diversity, and identity of Puebla’s cuisine, prepared in the communities, to the world.
At the same event, mezcal producer Raúl Persino highlighted that participation in FITUR raised the profile of Puebla mezcal as part of the state’s cultural and productive heritage, in addition to opening opportunities with European importers and international trade fairs.
In the area of community-based tourism, an experience originating in Santiago Tepeixco, in the Magical Town of Zacatlán, was selected as one of the nine best initiatives worldwide at FITUR Next 2026. This achievement reinforces the state government’s commitment to becoming a leader in sustainable tourism with social impact.
As a result of coordinated efforts with the Federal Ministry of Tourism and UN Tourism, it was announced that the state of Puebla will host the International Forum on Cultural Tourism in October 2026, with the participation of representatives from more than 20 countries, UN Tourism affiliate members, and the collaboration of the state of Tlaxcala.
With these results, the Government of the State of Puebla, in coordination with Mayor Claudia Sheinbaum, reaffirms its commitment to promoting tourism with a strong sense of identity, a social vision, and international reach, generating well-being and development for the communities of Puebla.
Source: puebla.gob
