The strategy of Tourism Promotion is presented

With an inclusive tourism promotion strategy that serves regional, national, and international markets, the global promotion of Guanajuato is consolidated

Guanajuato/Gto News

Guanajuato consolidated its presence at international and national tourism promotion fairs and events, strengthening its position as a destination with a solid tourism offering.

As part of a tourism policy with a global vision and identity, the Secretary of Tourism and Identity of the State of Guanajuato shares the results and projections of its 2025 Tourism Promotion Strategy, highlighting a robust national and international positioning agenda that responds to the mandate of building an inclusive, diversified tourism model with a strong regional impact.

During the first half of the year, Guanajuato consolidated its presence at key international trade shows and forums such as:

• FITUR (Madrid), ANATO (Bogota), FIEXPO (San Jose), and the Flower Festival (Hiroshima), as well as at destination activations in Osaka, Tokyo, and Nagoya

Officials achieved:

• More than 1,500 business meetings, destination presentations, press conferences, familiarization trips, cultural activations, tourism campaigns, and distribution of promotional materials

These activities were complemented by destination presentations and B2B meetings. Preliminary results included 273 press releases, achieving 95.8 million social media impressions, with a return on investment equivalent to 9.4 million pesos in unpaid media coverage.

The strategy also includes key alliances with global tour operators, including CATAI, Tours El Corte Ingles, W2M, TUI, CIVITATIS, Despegar, Planet IFE, as well as digital platforms and airlines, with the goal of expanding Guanajuato’s commercial network and opening new channels for tourism connectivity.

Guanajuato has identified the United States, Spain, Colombia, Japan, Canada, and China as its main international source markets, accounting for 13.1% of the State’s total visitors, or approximately 2.8 million people. Eighty percent of these visitors come from the six aforementioned countries.

These international actions are part of a broader strategy, developed in a participatory manner within the framework of the 2025–2030 State Tourism Program, which integrated the voices of more than 1,200 tourism sector stakeholders through regional forums, roundtables, diagnostic assessments, focus groups, and surveys.

At the national and state levels, the strategy is complemented by more than 65 promotional campaigns, national and international fam trips, promotion of the State’s seven regions, the relaunch of the Guanajuato tourism brand, as well as key events such as Meeting Place, World Tourism Day, NEEXTT, and the Grape Harvest Festival.

Guanajuato is now projected as a comprehensive destination that combines history, culture, hospitality, connectivity, innovation, and sustainability.

Officials announced that the strategy will continue in the coming months with new activations, digital campaigns, fairs, themed routes, and commercial alliances, reaffirming the State’s leadership on the national and international tourism map.

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