Guanajuato Strengthens Its Tourism Strategy at ANATO 2026 Colombia
Guanajuato enhances its global tourism strategy at ANATO 2026, targeting Colombia as a key market and leveraging the FIFA World Cup opportunity.
Guanajuato’s tourism sector is solidifying its internationalization strategy through its participation in the ANATO 2026 Tourism Showcase, held in Bogotá, Colombia. According to the Guanajuato Ministry of Tourism and Identity, this mission represents the second international tour of the year, following FITUR Madrid 2026, and is part of an agenda that will continue in November with JATA Japan, reinforcing the state’s presence in Europe, Latin America, and Asia. Participation in ANATO aligns with a strategy aimed at diversifying markets, strengthening commercial alliances, and positioning the new tourism brand, “Guanajuato Opens New Paths,” an identity that articulates territory, cultural identity, and economic development with social impact.
Colombia as a Strategic Market for Tourism in Guanajuato
Colombia represents a priority market within the international expansion plan. With a population of 49.5 million inhabitants and a median age of 32, the country is characterized by a young demographic profile with high international mobility. Its Gross Domestic Product amounts to 978 billion dollars, confirming its potential as a relevant outbound market. Furthermore, the average of 14 years of schooling and the service sector’s participation in 62% of the workforce favor segments such as cultural, academic, gastronomic, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.
Currently, Colombia is the third strategic market for Guanajuato. In the latest report, the state welcomed 198 thousand Colombian visitors, who generated an approximate economic impact of 468 million pesos.
Diversified Tourism Portfolio and International Positioning
During ANATO 2026, Guanajuato is promoting a structured offering that integrates seven tourist regions and 46 municipalities under a common narrative. The state highlights two World Heritage Cities, Guanajuato City and
, as well as the Independence Route, six ‘Pueblos Mágicos’ (Magical Towns), and internationally renowned events such as the International Cervantino Festival and the International Balloon Festival.
The strategy also includes the ‘Guanajuato Sí Sabe’ gastronomic season, the Independence Valley Wine Route, and tequila and mezcal circuits with designation of origin, consolidating a portfolio that combines culture, heritage, enogastronomy, and romance tourism.
ANATO brings together over 50,000 visitors from more than 45 countries and hosts 1,500 exhibiting companies, enabling the state to conduct over 142 interviews and business meetings with tour operators, wholesalers, and digital platforms such as Price Travel and Despegar Colombia, in addition to institutional meetings with tourism authorities and academic organizations.
Consolidated Tourism Results in Guanajuato
The Guanajuato Ministry of Tourism and Identity reported that the international mission is supported by solid indicators of state tourism performance. In 2025, Guanajuato recorded 23.8 million visitors and an economic impact exceeding 57 billion pesos. Furthermore, the state ranks sixth nationally in tourism employment, and Del Bajío International Airport handled 3.3 million passengers. These results reflect the sector’s consolidation as one of the drivers of regional economic growth, linked to services, commerce, transportation, and cultural activities.
FIFA World Cup 2026 and Strategic Opportunity for Extended Stays
The international context of 2026 introduces an additional factor of opportunity: the FIFA World Cup will be held in Mexico, with matches in Mexico City, Guadalajara, and Monterrey. Matches such as Mexico vs. South Africa, Mexico vs. South Korea, and Uruguay vs. Spain will generate significant flows of international visitors.
Guanajuato aims to position itself as a complementary tourism destination for those wishing to extend their stay in the country. The connectivity of Del Bajío International Airport strengthens this strategy, boasting 10 national routes and 12 direct connections to the United States, including Houston, Dallas, Atlanta, Chicago, Los Angeles, and San Antonio.
This air network allows for the integration of destinations such as Guanajuato City, San Miguel de Allende, León, Dolores Hidalgo, Irapuato, Celaya, and the six ‘Pueblos Mágicos’ (Magical Towns) into pre- or post-match itineraries, expanding the sports visitor’s experience to a cultural and gastronomic offering with high added value.
The entry
first appeared in Líder Empresarial.
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