SECTURI promotes business tourism with ‘Meetings Fusion 2025’

The event brought together more than 200 MICE tourism professionals, generating 864 business meetings and promoting Guanajuato and the industrial corridor as a strategic destination for meeting tourism

Leon/Gto News

With an attendance of nearly 200 industry professionals, Leon hosted meeting place Leon (mpL): The Meetings Fusion 2025, an edition that stood out for its innovative, disruptive and deeply strategic approach to the development of meetings tourism in Guanajuato that will project the destination throughout Mexico and Latin America.

From July 8th to 11th, the new business district in northern Leon became a key meeting point for the country’s leading tourist destinations, hotels, suppliers, and event organizers, who converged on a 100% in-person program designed to generate real connections, concrete business deals, and a shared vision for the future of the MICE sector.

“I think it’s a very important task of cross-cutting communication. And we, as the Secretary of Tourism and Identity (SECTURI), are doing that work with the Secretary of Economy, which is responsible for the economic clusters,” said Maria Guadalupe Robles Leon, Secretary of Tourism and Identity of Guanajuato. 

Robles said that the State’s vision is built through a solid public policy, based on inter-institutional collaboration and ongoing training, driven by nine strong clusters, including the automotive, agro-industrial, leather, fur and footwear, fashion, creative industries, metalworking, and aerospace industries. All of these clusters are being articulated as strategic allies in attracting and organizing high-impact events. 

“Each of them becomes an ambassador for Guanajuato, because they’re already living here, they’re already seeing the benefits,” he added.

More than 864 business meetings were held under a Table Top format, in addition to high-level academic sessions and networking opportunities aimed at fostering strong, long-term relationships between strategic stakeholders.

Regarding the future of the MICE (meetings, incentives, conferences, and exhibitions) industry in Guanajuato, Robles noted the radical change after the pandemic. 

“We saw a very strong change in the meetings industry. We already knew it. In all the training sessions during that process, the industry’s top leaders told us: shorter events are coming, with fewer people, a transformation in the mindset of meeting planners. We have to be observing what’s happening, participating in events, and seeing the new generations,” said Robles.

“Our responsibility as authorities, but also as a value chain, is to observe trends and see how we are going to implement the new ways of doing business in the destination,” said Robles.

The Secretary recognized the importance of this industry, highlighting the role of associations like COMIR, which now have a voice in key forums such as CONCANACO and ASETUR. 

Regarding the road ahead, Lupita Robles said: “Guanajuato will continue working on ongoing training for the sector. You can return to a destination where you ate well, enjoyed experiences, and where we the Guanajuatenses have something very special: empathy and quality service. That sets us apart worldwide, and that must continue to be our hallmark for promoting the destination.”

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