Romance Tourism Generates Over 1,958 Million Pesos in Guanajuato

Romance Tourism in Guanajuato Surges, Generating Over 1,958 Million Pesos

The generated an economic impact of 1,958,817,644 pesos during 2025, representing an annual growth of 34%. In light of these results, the state is looking to expand its participation in the international wedding and celebration market through its presence at the World Romance Travel Conference Love México 2026.

According to information from the Secretariat of Tourism and Identity of Guanajuato (SECTURI), during 2025, the state welcomed 816,543 visitors for reasons related to romance tourism. With these achievements, the agency is participating in the international event in Mérida, Yucatán, with the objective of generating business opportunities and promoting Guanajuato’s tourism infrastructure among specialized buyers, primarily from North America.

Romance Tourism in Guanajuato Grew 32% During 2025

According to the 2024-2025 Visitor Profile Study by SECTURI, romance tourism recorded an increase in both visitor numbers and economic revenue associated with this segment. During 2024, Guanajuato counted 620,312 visitors whose travel motive was related to romance celebrations. However, by 2025, this figure rose to 816,543 visitors, accounting for 3.43% of the total visitors registered in the state.

The economic impact reached 1,958,817,644 pesos, representing a 34% growth compared to the previous year. This activity involves various sectors of the tourism economy, including hotels, restaurants, event venues, catering services, transportation, florists, musicians, photographers, and companies dedicated to the production and coordination of celebrations.

Guanajuato Promotes its Tourism Offer at Love México 2026

As part of its international promotion strategy, Guanajuato is participating in the World Romance Travel Conference Love México 2026, a specialized event that brings together representatives from the wedding and celebration industry. For this edition, approximately 200 travel agents and wedding professionals from North America are expected to attend. The conference is developed under the theme “The Future of Tech & Romance Travel,” focusing on the relationship between technology and new trends in romance tourism.

Guanajuato’s participation includes various commercial and promotional activities, such as:

Installation of a booth to present the state’s tourism offerings.
Pre-scheduled business appointments.
Presentation of Guanajuato’s destinations.
Promotion of hotel infrastructure and specialized venues.
Brand presence on the event’s official channels.

The state delegation comprises representatives from Guanajuato Capital, León, and San Miguel de Allende, as well as associations and companies involved in wedding and event organization.

What are the Main Destinations for Romance Tourism in Guanajuato?

The state’s romance tourism strategy includes 10 destinations that offer infrastructure and services for organizing weddings and celebrations. The destinations identified by SECTURI are:

San Miguel de Allende
Guanajuato Capital
León
Irapuato
Salvatierra
Dolores Hidalgo Cuna de la Independencia Nacional
Mineral de Pozos
Jalpa de Cánovas
Tarandacuao
San José Iturbide

Collectively, these destinations offer an integrated tourism portfolio comprising:

Over 300 celebration venues.
293 hotels.
130 wedding planners.
More than 14,000 room-nights, according to information presented by the agency.
Over 4,000 tourism businesses.

The offerings include hotels, haciendas, gardens, vineyards, historic centers, and specialized spaces for various types of celebrations.

San Miguel de Allende Hosted 950 Weddings During 2025

Among the destinations that form Guanajuato’s romance tourism offering, San Miguel de Allende stands out for its significant contribution to this tourism segment. According to information presented by SECTURI, the municipality concluded 2025 with 950 weddings celebrated. The city is part of the international promotion strategy alongside Guanajuato Capital and León, destinations that also boast hotel infrastructure and specialized services for event execution. Furthermore, San Miguel de Allende and Guanajuato Capital hosted Love México in 2022, marking the state’s first time hosting this international conference.

Love México Aims to Expand Business Opportunities for Guanajuato

Guanajuato’s participation in Love México is part of a promotional strategy that began in 2018. In 2022, when the state hosted the event, it recorded 110 international buyers, 57 exhibiting companies, and 50 national and invited wedding planners. Additionally, during that edition, 2,500 business meetings were held to establish commercial relationships between specialized suppliers and buyers. For 2026, the state’s participation aims to expand these relationships and present Guanajuato’s tourism offerings to new international buyers.

The entry first appeared on Líder Empresarial.