A Game-Changing Collaboration to Elevate Global Tourism in Mexico

By Goodrich, Riquelme y Asociados

Mexico will be taking a leading role at the International Tourism Trade Fair in 2025 as FITUR Partner Country.

The collaboration agreement, which heralds Mexico as FITUR 2025 Partner Country during the 45th edition of the International Tourism Trade Fair, will allow the country to strengthen its global positioning, at the same time as boosting its promotional potential and international projection.

This alliance, announced in the framework of the recently finished FITUR 2024, represents a milestone in the trajectory of Mexico in recent years in terms of tourism, managing to achieve a relevant footing on the world stage. "This evolution by Mexico is especially significant after the pandemic and the massive efforts it has made at institutional and business level with the introduction of measures allowing it to recover its tourism activity swiftly, compared to other countries," FITUR stated in a press release.

In addition, the growth experienced by Mexico now allows it to maximise its presence in large settings such as FITUR, and showcase the wealth of tourism, culture, heritage and gastronomy on offer in its 32 States.

"The extraordinary value this collaboration with FITUR is going to mean for Mexico at a time when it is indispensable to align the interests of the entire country to project the tourism potential of each and every corner of Mexico onto the world stage and boost the visibility of the Mexico Brand," said Miguel Torruco Marqués, Mexican Secretary of Tourism.

Held annually in Madrid, Spain, FITUR is one of the largest tourism trade fairs in the world, providing a platform for professionals in the tourism industry to showcase their products and services, exchange information, and explore business opportunities.

The event typically attracts a diverse range of exhibitors, including national and regional tourism boards, travel agencies, hotels, airlines, technology providers, and other stakeholders in the tourism sector. 

FITUR gathers information on a diverse range of international and national destinations with the participation of 152 countries and 96 official participations, and a varied agenda of recreational activities prepared by exhibitors. 

The FITUR 2024 edition concluded in January in Madrid, surpassing its forecast of 150,000 attendees with a total of 153,000 visitors. These figures represent a 12% increase compared to 2022.

The fair's growth and impact have been reflected in the extensive media coverage, with nearly 23,000 articles published in national and international media. In total, FITUR has accredited about 6,800 journalists (10% international from 53 countries).

Moreover, in the social media sphere, during the first two days of FITUR, there has been a growth of 7,144 followers on Facebook, X, LinkedIn, and Instagram, reaching a total community of 307,883 followers. The more than 520 posts published have reached around 3.5 million impressions and 50,000 interactions.