FITUR 2025: A Mirror that Reflects our Priorities

By: Eduardo Rivera S.
Chairman of the Editorial Board Grupo Mundo Ejecutivo

Since my arrival at the International Tourism Fair of 2025 (FITUR 2025), in Madrid, Spain, I’ve been closely observing how the Mexican delegation is performing. As every year, this event is an unparalleled showcase to project our destinations to the international market and capture the attention of investors and tour operators from all over the world. But this year, the differences between those who are seizing the opportunity and those who threw it in the trash can are particularly noticeable.

This forum, which brings together the most relevant players in the global tourism industry, is an ideal setting for representatives from each state to demonstrate why our country has always been an international tourism paradigm. But, unfortunately, I have witnessed how many of our officials are letting the occasion pass without luster or luster.

The fair also serves as a mirror that reflects our strengths and weaknesses. The question that this edition leaves us with is: what kind of representatives do we want in events of this magnitude? There are the inert ones who sit looking at their phone and drinking coffee, waiting for someone to approach them, most of those who attended this year; And there are those that are required: the active ones, those who seek investments and attract attention, visit other pavilions and establish relationships, as do some competing countries and very few exceptions of the Mexican representation.

The Wasted Potential

I emphasize: what should be a showcase to highlight the richness and diversity of our country, in some cases, has become an exercise in inertia. Several state tourism secretaries, sitting at their booths without appointments or a clear agenda, seem to wait for work to come to them. Even worse, in some cases their support teams have simply dedicated themselves to accompanying them and prowling around them like swarms, taking care that they do not spill their coffee. In an international event of this magnitude, this attitude is not only ineffective, but highly disappointing.

When Work Makes a Difference

In contrast, there are figures that demonstrate that FITUR can be a catalyst for opportunities when approached with commitment. For example, Veracruz delegation brought one of its most representative jewels: La Parroquia, where it not only attracts endless lines of visitors who want to try its coffee, but has also been an active center of promotion, personally led by Governor Rocío Nahle who, tirelessly, personally attended to tour operators, media and citizens who visited her state’s stand and that of the cafeteria.

Seeing her passionately promote the treasures of the entity shows what it means to lead with vision, a type of commitment that contrasts deeply with other cases where the presence is more symbolic than effective, as in the case of Querétaro: the tacos they brought to promote their gastronomy were a resounding success, forming lines of curious people who wanted to try them. Meanwhile, the governor who accompanies the delegation has been little less than invisible. While tacos drew the crowd, he seemed to be out for a walk, not making a significant impact or taking advantage of the forum to position his state.

The participation of the governor of Tlaxcala, Lorena Cuéllar Cisneros, who spares no effort to publicize the benefits of her state, has also been outstanding. Their active and consistent approach shows how a well-executed strategy can make a difference. These actions contrast sharply with the apathy and lack of direction of other representatives.

Not to mention the Secretary of Tourism of Mexico, Josefina Rodríguez Zamora, who also deserves special recognition, since throughout the fair she has been seen from one place to another, participating in meetings and parallel events in Madrid. His tireless agenda not only sets the example of how to represent the country, but also reinforces the importance of a coordinated vision between the federation and the states.

The International Contrast

Meanwhile, countries like Puerto Rico and Colombia demonstrate how to take advantage of an event like this. With clear strategies and a focus on specific sectors, such as cruises, they are sweeping the attention of investors and visitors. These countries understood that the key is to adapt to the profile of the international market, something that many of our representatives, such as the case of Quintana Roo, seem to overlook.

Lessons for the Future

FITUR is not just an event to be present, it is obviously a space to highlight, compete and demonstrate why Mexico is one of the most important tourism destinations in the world. But this requires effort, strategy and commitment. The passivity of some state officials goes beyond wasting opportunities, since, sadly, it sends the wrong message about our priorities.

At Mundo Ejecutivo we believe that Mexican tourism has immense potential and I have talked about it in other installments of this column, but we also know that this potential will only be achieved with leadership and vision. The actions of the governors of Veracruz and Tlaxcala, as well as that of Secretary Rodríguez Zamora, are examples of what can be achieved when working with purpose. Some active officials, deserving of applause for their exhaustive and precise work in the promotion of their entities are Alejandra Fraustro (Tourism CDMX), Fabricio Mena Rodriguez (Tourism Tlaxcala), Michelle Fridman Hirsch (Tourism Jalisco), Vero González (director of the Bureau of Congresses and Visitors of Aguascalientes) and Saymi Pineda (Oaxaca).These first days at FITUR 2025 are leaving us with a clear lesson: those who came to work have put their states and the country on the international radar; those who do not, are simply missing out on an invaluable opportunity. The future of Mexican tourism depends on our ability to act responsibly, strategically and with commitment. It is time for all representatives to understand that their role is not only to be, but to lead and build the tourism future that Mexico deserves.

Of course, there was no lack of the moment when the inert left their shelter behind the screens of their phones and the comfort of their chairs to run to pose in the official photo. The announcement that Mexico will be the partner country of FITUR 2026 seemed to have given them back, albeit briefly, a purpose at this fair. Too bad that same enthusiasm is not reflected in concrete actions during the event.