Thursday, March 5, 2026
Mexico City, Guadalajara, Monterrey, Los Cabos, and Chihuahua were among the destinations highlighted as Mexico strengthened its tourism presence at the 60th anniversary of ITB Berlin, one of the world’s largest travel trade shows. The event provided an international platform for the country to showcase its tourism offerings to European markets while preparing for the expected travel growth linked to the FIFA World Cup 2026, which Mexico will co-host with Canada and the United States.
At the Berlin event, the Mexico Pavilion was officially inaugurated through a ceremonial ribbon-cutting led by Undersecretary of Tourism Nathalie Desplas Puel, representing the Secretary of Tourism Josefina Rodríguez Zamora. The inauguration was attended by Mexico’s ambassador to Germany, Francisco Quiroga, along with representatives from tourism boards, travel companies, and cultural organizations.
The pavilion presented Mexico’s tourism portfolio through exhibitions highlighting cultural heritage, natural landscapes, gastronomy, and regional experiences. Participation in the global trade show also enabled meetings with travel operators, airlines, investors, and international tourism organizations.
During the ITB Berlin showcase, Mexico’s tourism delegation emphasized the country’s diverse tourism ecosystem, which includes regional communities, culinary traditions, and emerging travel entrepreneurs.
The presentation highlighted how tourism initiatives are expanding across several states and regions. Destinations such as Chihuahua were featured for their natural landscapes and outdoor tourism opportunities, while Los Cabos was introduced as a hub for luxury travel, adventure tourism, and marine experiences.
The pavilion also presented cultural experiences connected to traditional cuisine and heritage practices. Culinary demonstrations and cultural displays reflected Mexico’s gastronomy sector, which remains a key attraction for international visitors.
Tourism representatives explained that these initiatives connect regional communities with global tourism markets while promoting heritage and cultural experiences that appeal to international travelers.
Tourism officials reported that European travelers increasingly seek destinations offering cultural depth, historical significance, and environmental experiences. At the Berlin trade show, Mexico’s tourism promotion emphasized destinations that combine natural landscapes with cultural heritage.
Regions such as Chihuahua, known for desert landscapes and mountain ranges, and Los Cabos, recognized for coastal environments and marine biodiversity, were presented as examples of destinations integrating environmental preservation with tourism activities.
Travel routes promoted during the exhibition included nature tourism experiences, cultural itineraries, and coastal destinations. These travel products were introduced to European tour operators who specialize in heritage tourism, eco-tourism, and experiential travel.
The trade show also enabled discussions about expanding travel partnerships between Mexican tourism organizations and European travel agencies.
The upcoming FIFA World Cup 2026, scheduled to be hosted by Mexico, Canada, and the United States, was identified as a major event expected to increase international travel to Mexico.
Official projections indicate that the tournament could bring approximately 5.5 million additional international visitors to the country. Preparations are underway to connect the host cities with other tourism destinations.
The Mexican host cities include Mexico City, Guadalajara, and Monterrey, which will serve as central hubs during the tournament. Tourism authorities are planning to link these cities with regional destinations through expanded transportation networks and tourism routes.
Infrastructure projects are also part of the preparation. These include the renovation of Estadio Azteca in Mexico City and upgrades to the Mexico City International Airport (AICM) to accommodate increased passenger traffic during the global sporting event.
Mexico’s tourism development strategy also includes the launch of a new international tourism event. ITB Americas, a B2B travel trade show, is scheduled to debut in Guadalajara in November 2026.
The event will bring travel industry representatives from across the Americas together with tourism companies, airlines, and travel operators. Guadalajara is expected to serve as a regional meeting point for tourism stakeholders from North America, Central America, South America, and the Caribbean.
Tourism authorities noted that hosting the event will strengthen Mexico’s role as a regional air travel hub while increasing international travel industry engagement with destinations across the country.
Tourism data from the National Institute of Statistics and Geography (INEGI) indicates that Mexico received more than 47.8 million international visitors in 2025, representing a 6 percent increase compared with the previous year.
Tourism expansion is supported by an investment pipeline valued at US$36.7 billion, covering approximately 700 tourism projects across 30 states. These projects include resort developments, infrastructure upgrades, and cultural tourism initiatives.
In addition to ITB Berlin, Mexico plans to participate in 18 international tourism fairs and five promotional travel caravans in 2026, connecting tourism businesses with international travel markets.
Mexico’s gastronomy sector was also highlighted during meetings with airlines and travel operators at the Berlin event. Culinary traditions were presented as a tourism attraction connected with cultural heritage and regional identity.
Tourism representatives organized sessions with international airlines, including Aeroméxico, to discuss flight connectivity between European cities and Mexico. The airline currently operates more than 60 monthly flights connecting Frankfurt and Munich with Mexico, supporting travel between Germany and Mexican destinations.
Tourism campaigns also emphasize cultural landmarks, including Mexico’s 35 UNESCO World Heritage Sites and the nationwide network of Pueblos Mágicos, which highlight historic towns and regional traditions.
As ITB Berlin marked its 60th anniversary, Mexico’s participation focused on strengthening global tourism partnerships and expanding destination visibility across international markets.
Through coordinated efforts led by the Secretariat of Tourism (Sectur) and the Secretariat of Foreign Affairs (SRE), Mexico continues to engage with travel industry stakeholders, airlines, tour operators, and tourism investors.
With destinations ranging from Mexico City and Guadalajara to Los Cabos and Chihuahua, the country continues to promote diverse tourism experiences across cultural, natural, and coastal environments as international travel demand grows toward 2026.
Tags: Chihuahua tourism, Chihuahua travel, FIFA World Cup 2026 tourism Mexico, Germany travel trade, Guadalajara tourism, Guadalajara tourism events, ITB Berlin tourism, Los Cabos tourism, Mexico City tourism growth, Mexico City travel, mexico tourism, Mexico tourism ITB Berlin, Mexico travel destinations, Monterrey tourism
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