Jalisco Highlights at FITUR 2026 in Madrid: Investments and Direct Flights

was the only Mexican state with three exhibition spaces, dedicated to showcasing its comprehensive identity: tequila as a designation of origin, the diversity of its tourist destinations, and its role as one of the official hosts for the 2026 World Cup. Additionally, an outdoor stand focused on gastronomy and typical beverages served as a key attraction point for buyers, tour operators, and international media.

The Jalisco delegation arrived in Madrid with a clear objective: to strengthen international alliances, open new air routes, and project the state as a host for major global events.

Among the most relevant announcements was Jalisco’s nomination as a finalist in the International Destination 2026 category, awarded by Condé Nast Traveler, one of the most influential references in the global tourism sector. This recognition positions the state before a specialized, high-net-worth audience.

Furthermore, it was confirmed that Guadalajara will host Fashion Week Mexico from April 14 to 17, an event linking the creative industry, fashion, and tourism, which strengthens the cosmopolitan profile of the Jalisco capital.

Air Connectivity and Hotel Investment: The Core of the Economic Agenda

One of the pillars of Jalisco’s participation in FITUR 2026 was the expansion of its air connectivity. The delegation held strategic meetings with key industry players, including: -AENA -Iberia -Air Europa -World2Fly

During these meetings, new direct routes to Jalisco were analyzed, highlighting a potential Puerto Vallarta–Madrid connection, as well as alternatives from other points in Europe and South America. The opening of these routes would strengthen tourist flow, facilitate business travel, and position the state as a gateway to the Mexican Pacific.

Concurrently, meetings were held with international hotel groups such as Barceló and Wyndham Hotels & Resorts, with the aim of exploring investment projects, expansion schemes, and cooperation to strengthen tourism infrastructure and job creation within the entity.

These discussions reinforce Jalisco’s role as one of the most attractive states for tourism investment, thanks to factors such as its diversified hotel offerings, growing air connectivity, specialized infrastructure, and international recognition of its destinations.

New Alliance for Jalisco at FITUR 2026

As part of its institutional agenda, Jalisco signed the ‘Viaja Seguro’ (Travel Safely) Alliance, comprising ten commitments aimed at preventing human trafficking in the context of tourism. This action reinforces the state’s vision as a responsible destination, aligned with international standards in human rights and security.

Additionally, it was announced that Jalisco will host the Travel Pop Up event in 2026, one of the main gatherings for Spanish-speaking tourism content creation, focused on sustainability, entrepreneurship, and travel experiences. This event will attract creators, entrepreneurs, and opinion leaders from the sector, expanding the state’s visibility on digital platforms.

Moreover, within the framework of FITUR, the media encounter “Jalisco, Host of Major Events” was held, organized by Europa Press, Spain’s leading private news agency. Participants included Guadalajara’s Municipal President, Verónica Delgadillo, and Zapopan’s Municipal President, Juan José Frangie, who highlighted the state’s capacity to host global-scale events.

During the panel, it was emphasized that direct air connectivity with Madrid positions Jalisco as a highly competitive destination for organizing large-format congresses, fairs, sports events, and cultural events. Governor Pablo Lemus highlighted that the 2026 FIFA World Cup represents a historic opportunity to trigger long-term projects. He noted that beyond the four matches to be played in the state and the 39-day duration of the tournament, infrastructure works and tourism promotion actions are being driven to leave lasting benefits.

Tourism Diversity: From Magical Towns to the Mexican Pacific

One of the delegation’s central messages was to showcase Jalisco’s tourism diversity, which extends far beyond its traditional destinations. Among the main highlighted attractions are: -Its 12 Pueblos Mágicos (Magical Towns) -The international recognition of Puerto Vallarta -The natural landscapes of Costalegre -The cultural and economic dynamism of the Guadalajara Metropolitan Area

This variety allows the state to cater to different segments of the tourism market, from luxury travelers to cultural, gastronomic, nature, and business tourism.

Concanaco Servytur and Business Linkages for 2026

The Confederation of National Chambers of Commerce, Services, and Tourism (Concanaco Servytur) also had an active participation in FITUR 2026, with the aim of consolidating agreements, investments, and opportunities for the tourism and commerce value chain. From Spain, its president, Octavio de la Torre, shared key figures reflecting the scope of this participation: -Delegation of over 50 businesswomen and businessmen -Representation from 15 states -550,000 stickers for the ‘Viernes Muy Mexicano’ (Very Mexican Friday) program -26,225 participating businesses in 32 states -Next edition of ‘Viernes Muy Mexicano’: January 30, 2026

The Confederation reiterated that FITUR is a negotiation platform, and thus, its agenda is designed to translate into concrete results, especially in anticipation of the 2026 FIFA World Cup.

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