Jalisco successfully concluded its participation in the 2026 International Tourism Fair (FITUR) in Madrid, achieving a record agenda of 803 business meetings. The delegation, which included representatives from Puerto Vallarta, Guadalajara, and Costalegre, focused on strengthening international alliances at an event that welcomed more than 250,000 professionals from the sector. During the fair, cultural and gastronomic activities were held, generating hundreds of thousands of advertising impressions throughout the Spanish capital.
The main focus of the promotion was the 2026 World Cup, where Guadalajara is positioned as a key venue. Secretary of Tourism Michelle Fridman noted that after receiving 34 million visitors last year, tourism is expected to grow by double digits in 2026 thanks to the World Cup. To meet this demand, the state plans to reach a supply of 90,000 hotel rooms by next year, ensuring the necessary infrastructure to welcome global fans.
In addition to soccer, Jalisco strengthened its air connectivity with Europe and participated in specialized forums on innovation and tourism with a gender perspective. The end of this tour marks the beginning of a strategic year that will include international events such as ITB Americas in Guadalajara. With these efforts, the state seeks to consolidate its presence in the global market, using relationships with international media to keep Jalisco on the radar of European travelers.
Source: Quadratin Jalisco
