By: Eduardo Rivera S.
CEO of Global Media Investment
Tomorrow, January 22nd of 2025, the International Tourism Fair (Fitur) will take place in Madrid, Spain, one of the most important showcases for the global tourism industry. As a Mexican and as a businessman committed to the development of our country, it fills me with pride to know that Mexico will have a solid representation with delegations from the 32 states and the federal government. Beyond promotion, this participation sends an important message: tourism is a strategic priority that unites us and projects us to the world with strength and determination.
Unity as a Strategy
Under the leadership of the Secretary of Tourism, Josefina Rodríguez Zamora, Mexico has built a strategy that is committed to joint work between the Ministry of Tourism of Mexico (Sectur) and the state secretariats. From my perspective, this collaboration is essential to strengthen our tourism offer, diversify markets and ensure that the benefits of tourism reach all regions.
I have closely followed how Sectur has promoted projects that integrate emerging destinations with those already consolidated, promoting a balance between economic development and sustainability. In multiple tourism and business events, concrete actions have been defined to diversify our tourism activity, something that I consider essential to face current and future challenges.
Fitur: A Global Opportunity
Fitur is much more than a fair, it has distinguished itself as a strategic platform to show the world what countries have to offer. In the case of Mexico, from the cultural richness of our Magical Towns to the innovation in ecotourism products, our delegation has the mission of capturing the attention of investors, agencies and international tourists.
In this edition, Mexico is also rushing to the front by confirming its role as a Partner Country of Fitur 2026, a unique opportunity to position ourselves as leaders in the global tourism field. This announcement, in addition to reflecting the international recognition of our country, also demonstrates the commitment of our authorities to turn tourism into an engine of economic and social development.
Technology and Innovation as Differentiators
As CEO of Global Media Investment, I have witnessed how technology can transform the tourism industry. Cutting-edge tools, such as artificial intelligence and digital twins that I have already talked about before in this column, not only improve the traveler experience, but also optimize the operational management of destinations.
I imagine a Mexico where these solutions are massively integrated, from platforms that customize itineraries to systems that allow for more efficient management of resources in tourist destinations. At Fitur, our delegation has the opportunity to show how we are adopting these technologies to make Mexican tourism a global benchmark in innovation.
Domestic Tourism as a Strategic Pillar
Within all the global uncertainty, domestic tourism is presented as a great opportunity. Mexico has a huge domestic market that, if well exploited, could stabilize the sector’s revenues. During the pandemic, we saw how domestic tourism sustained many communities; Now, we need to empower this trend with targeted campaigns and data-driven strategies.
A Call for Collaboration
The participation in Fitur is only the beginning of a path that requires commitment and vision. As Secretary Josefina has already stated on multiple occasions, public-private partnerships will be critical to ensuring that the strategies outlined have a real impact. From my position, I reconfirm Global Media Investment’s commitment to collaborate with governments and companies in the promotion of tourism that is not only profitable, but also responsible, sustainable and transformative.
Tourism is, without a doubt, a gateway for Mexico to connect with the world. Now, more than ever, we must take advantage of platforms such as Fitur to showcase the best of our country, attract investment and consolidate our position as one of the most important destinations in the world.
Tomorrow the fair will begin, but the real task begins now is: how to build a future in which tourism is an example of innovation, sustainability and unity. I am convinced that Mexico has everything to lead this transformation and make a difference on the international stage.
 will take place in Madrid, Spain, one of the most important showcases for the global tourism industry. As a Mexican and as a businessman committed to the development of our country, it fills me with pride to know that Mexico will have a solid representation with delegations from the 32 states and the federal government. Beyond promotion, this participation sends an important message: tourism is a strategic priority that unites us and projects us to the world with strength and determination.){kind=link}