ANATO 2026 in Colombia is the third most important strategic market for international visitors to Guanajuato which participated with 142 schedul
ANATO 2026 in Colombia is the third most important strategic market for international visitors to Guanajuato which participated with 142 scheduled interviews and meeting appointments
Colombians look for MICE, cultural, food and wine tourism, and Jose Alfredo Jimenez. Guanajuato is a connection hub for the 2026 World Cup
Bogota, Colombia/Gto News
Guanajuato participated in the ANATO 2026 Tourism Showcase from February 25-27 in Bogota, fulfilling its second international mission of the year, following FITUR Madrid 2026.
The agenda will continue in November with JATA Japan, consolidating the presence of Guanajuato in Europe, Latin America, and Asia.
The State arrives at ANATO with its new tourism brand, “Guanajuato Opens New Paths,” an identity that represents not only a visual change, but also a strategic vision based on territory, identity, and diversification of experiences. This vision is driven by Governor, Libia Dennise Garcia Munoz Ledo.
The brand unites the seven tourist regions and the 46 municipalities of Guanajuato under a common narrative that projects culture, heritage, food and wine, meetings and romance tourism as pillars of economic development with social impact.
“We arrived at ANATO with a new tourism brand, Guanajuato opens new paths. It is not just a graphic identity, it is a strategic vision that integrates our seven regions, our 46 municipalities and a diversified offer that projects culture, food and wine, meetings and sports as engines of economic development for our people,” explained Maria Guadalupe Robles Leon, Secretary of Tourism and Identity of Guanajuato.
“Opening new paths” means opening markets, trade routes, opportunities for communities and authentic experiences for visitors to Guanajuato.
Colombia represents a strategic market. With 49.5 million inhabitants and a median age of 32, it is a young, active market with a high capacity for international mobility. Its Gross Domestic Product is US$978 billion, confirming a segment with real travel potential.
With an average of 14 years of school, citizens show an affinity for cultural, academic, and heritage destinations. Furthermore, the service sector represents 62% of their workforce, which favors business tourism, meetings, and international networking.
Colombia is also the third most important market for Guanajuato. In the last report, the State received 198,000 Colombian visitors, generating an estimated economic impact of 468 million pesos.
Colombia is not only a growing market, but also a key partner in Guanajuato’s internationalization strategy, particularly because they are loyal followers of the singer-songwriter from Dolores Hidalgo, Jose Alfredo Jimenez, and remain in high-value segments such as cultural, gastronomic and sports tourism.
“The World Cup being played in Mexico presents a historic opportunity. Guanajuato, with its strategic location and the connectivity of the Bajio International Airport with national and international routes, becomes the ideal destination for those who want to extend their stay and enjoy a high-level cultural and gastronomic experience,” explained Lupita Robles.
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