2026 starts on a high note for Mexico!
FITUR, the International Tourism Trade Fair and the most important event in the global tourism industry, will take place in Madrid from January 21 to 25, 2026. This edition features a very special guest country: Mexico, which has confirmed the participation of all 32 federal states.
This is excellent news for the entire country, as it marks the first time that every state of the Mexican Republic will be represented at this international event.
In this article, we share all the key details about the International Tourism Trade Fair and Mexico’s participation in its 46th edition.
What Is FITUR?
The International Tourism Trade Fair (FITUR) is a global event held annually with the purpose of showcasing, recognizing, and promoting leading destinations and companies, fostering business opportunities, and setting trends related to innovation and sustainability in the tourism industry.
In 2026, FITUR will celebrate its 46th edition, bringing together more than 10,000 participating companies, 161 countries, and 967 main exhibitors. The most impactful news is that the event is expected to generate over 500 million euros in business activity.
Where Will the International Tourism Trade Fair (FITUR) 2026 Take Place?
The International Tourism Trade Fair 2026 will be held at IFEMA Madrid from January 21 to 25.
This venue is one of the most well-known and important in Spain, as it has established itself as the country’s leading exhibition and convention center. Each year, this event is hosted by this institution, reinforcing its role as the official home of FITUR.
Mexico and FITUR in 2026
Mexico is the main guest country for this edition, which will begin on January 21 at IFEMA Madrid. For the first time, all 32 states of the Mexican Republic will participate, showcasing why Mexico continues to be a country on the rise in the cultural, tourism, and gastronomic sectors.
In addition, Mexico will feature a special dedicated space at this tourism fair, where presentations, cultural activities, traditional dances, gastronomic tastings, handicrafts, and more than 23 different activities will take place.
One of the main goals is not only to highlight iconic tourist destinations such as Cancún, Los Cabos, and Puerto Vallarta, but also to showcase everything that makes Mexico stand out and how the country can continue collaborating with other nations.
It is also worth noting that Mexico’s participation as the guest country coincides with a historic moment of international visibility, as Mexico will be one of the host countries of the FIFA World Cup 2026.
Cancún, a Destination Positioned to Become the Epicenter of Global Tourism
The United States, Canada, and Mexico will serve as host countries for the FIFA World Cup 2026. As previously mentioned, the Mexican Caribbean is expected to welcome thousands of visitors arriving through Cancún International Airport, the main gateway to the 16 host cities of the World Cup in Mexico.
During the International Tourism Trade Fair, a strategic initiative will be presented to promote Cancún under the brand and slogan “Stopover in Cancún,” highlighting the opportunity for fans to attend FIFA World Cup matches while staying at a resort in the Mexican Caribbean.
The goal is to position Cancún as the entry point for at least 40% of the 5.5 million visitors expected to arrive in Mexico for the World Cup. While many of these travelers will continue to other cities, it is estimated that at least one million visitors could stay at resorts throughout the Mexican Caribbean.