The Secretary of Tourism of the Government of Mexico, Josefina Rodríguez Zamora, led the presentation of the 17th National and Ibero-American Congress of Tourist Guides, which will take place from September 21 to 25 in Ixtapa-Zihuatanejo, Guerrero.
“What better place than Ixtapa-Zihuatanejo, two paradises in one place. It is a beautiful destination, with an unprecedented urban landscape, where you can still find our fishermen and that cultural context, but also a hotel infrastructure that continues to grow. It is a destination that we have to discover and, above all, highlight because it is an international destination,” she said.
Accompanied by Guerrero’s Secretary of Tourism, Simón Quiñones Orozco, she emphasized that Ixtapa-Zihuatanejo is an international destination experiencing growth in air connectivity and that, from January to June 2026, it received more than 475,000 passengers, 6 percent more than during the same period of the previous year.
The head of the Secretariat of Tourism (Sectur) stressed that holding this Congress represents an opportunity for tourist guides from Mexico and other countries to learn firsthand about the natural, cultural, and gastronomic wealth of Ixtapa-Zihuatanejo.
She also highlighted that the destination has six beaches with environmental certifications, including Blue Flag, as well as comprehensive public beach access with services such as restrooms, showers, lighting, and lockers, along with actions to protect sea turtles and other natural resources.
In this regard, she reported that during the winter season, the destination will have international connections from Calgary, Vancouver, San Francisco, Phoenix, Minneapolis, Chicago, Montreal, and Toronto, strengthening its position as one of the leading tourist destinations on Mexico’s Pacific coast for both domestic and international visitors.
For his part, Guerrero’s Secretary of Tourism, Simón Quiñones Orozco, stated that Ixtapa-Zihuatanejo is one of the destinations with the strongest identity in Mexico, bringing together beaches, gastronomy, traditions, nature, fishing, water activities, markets, and communities.
“We want those who dedicate themselves to telling Mexico’s story to come to Guerrero, get to know Ixtapa-Zihuatanejo, discover the Costa Grande, and when they return to their states and countries, take a little piece of Guerrero with them,” he said.
Quiñones Orozco added that the Congress will allow tourism-guiding professionals to experience the activities that currently strengthen and diversify Ixtapa-Zihuatanejo’s tourism offerings, as well as promote new routes to other municipalities and communities in the Costa Grande.
During her participation, Zihuatanejo Mayor Lizzete Tapia Castro emphasized that the destination offers two complementary experiences: on one hand, Ixtapa, developed as a Planned Tourism Center, with hotel infrastructure and tourist services; and on the other, Zihuatanejo, which preserves its identity as a fishing town and its relationship with the sea.
She explained that visitors can enjoy experiences including trips to Ixtapa Island, snorkeling, hiking, birdwatching, tours of protected natural areas, and whale watching, an activity carried out under protective measures to preserve these species.
She also highlighted the environmental quality of the destination’s beaches and noted that they recently received a rating of 98.80 percent, based on evaluations that include bacteriological water analysis, sand inspections, and sea turtle protection programs.
Ixtapa-Zihuatanejo’s tourism offerings are complemented by community-based tourism experiences, through which visitors can learn about traditional activities such as tortilla making, tours of coconut plantations, and processes related to the extraction of coconut water and oil, as well as enjoy traditional Guerrero cuisine.
The president of the Association of Certified Tourist Guides of Mexico, Rosalba Coria Calderón, emphasized that tourist guides play a fundamental role in preserving Mexico’s natural, cultural, and tourism heritage by conveying the value of the traditions and destinations they visit to travelers.
“The tourist guide is a guardian of natural, cultural, and tourism heritage. The first thing we make visitors aware of is the value of the destination, its natural, cultural, and traditional values,” she stated.
She noted that the 17th National and Ibero-American Congress of Tourist Guides, titled “Dare and Change the Chip,” will serve as a training and professional development space for professionals from across the country, addressing topics such as artificial intelligence applied to tourism services, emotional intelligence, and new activities designed to transform the visitor experience.
Rodríguez Zamora explained that the 17th National and Ibero-American Congress of Tourist Guides will offer 40 hours of training with academic credit, as part of efforts to strengthen the ongoing education and professional development of those who play a fundamental role in assisting and guiding visitors.
She explained that the Secretariat of Tourism has been working on updating NOM-008-TUR, with the aim of facilitating training and certification processes through hybrid programs combining in-person and virtual activities.
She added that there are currently 8,543 official tourist guides in Mexico and that Sectur is working to strengthen their identification and professionalization, including through the distribution of uniforms and digital tools that allow visitors to identify certified professionals.
“Always choose a certified guide,” the secretary emphasized, highlighting that these professionals are essential for conveying Mexico’s history, culture, and greatness, as well as creating quality experiences that encourage visitors to return.
The presentation was also attended by the president of the Association of Certified Tourist Guides of Mexico, Rosalba Coria Calderón, and the executive director of the Ixtapa-Zihuatanejo Convention and Visitors Bureau, Pedro Castelán Reina.
Source: gob
