By: Eduardo Rivera S.
President of the Editorial Board
Grupo Mundo Ejecutivo
To talk about the Tianguis Turístico (a very important tourism fair) is to talk about the evolution of tourism in Mexico. Since its creation in 1975, this event has been the most important forum for the promotion of our destinations at an international level. I remember first attending more than a decade ago, when the event was still a national showcase. In recent editions, the tianguis has managed to bring together more than 40 countries and has brought together representatives from all continents, registering millionaire transactions that have made it a strategic platform to attract investments and strengthen alliances. Its impact is not minor: in each edition thousands of business appointments are generated, evidencing it as the engine of international projection of Mexican tourism.
Every year, the Tianguis Turístico testifies that this sector can be one of the most powerful economic engines. For example, the 2024 edition in Acapulco was an example of resilience, while 2025, hosted by Baja California, promises to be a watershed for tourism innovation and represents the opportunity to demonstrate that we are capable of innovating and conquering new horizons. And it is that when you arrive at the Tianguis Turístico, the first thing you perceive are not only the stands or the figures that circulate in the conferences but the atmosphere of opportunity. This event is, without a doubt, the thermometer of tourism in Mexico.
From my perspective, and after having had the opportunity to closely observe these dynamics, I believe that it is time to reflect on what has worked, what can be improved and how we can continue to lead Mexico to occupy a primordial space on the international tourism map. Now, the big question is: are we prepared to meet those expectations?
Acapulco 2024: Resilience and Rebirth
Despite the devastating impact of Hurricane Otis, the 48th edition of the Tianguis Turístico, held from April 8th to 12th , 2024, demonstrated Acapulco’s ability to get back on its feet. It was impressive to see how this destination, with decades of tourist history, managed to bring together 43 countries, 293 companies (168 national and 125 international) and more than 35,000 business appointments. According to the Ministry of Tourism, commercial transactions generated an estimated 438 million pesos, although this represents only a fraction of what was actually moved in the event.
Beyond the numbers, what really stood out was hotel occupancy, which reached 79.6% during the week of the event, an increase of 13.2 percentage points compared to the previous year. However, not everything was perfect. In the corridors, criticism was heard about the lack of promotion in key markets and logistics that left room for improvement. But, as they say, great challenges also bring great learning.
Baja California 2025: Innovation on the Horizon
With the baton in hand, Baja California is preparing for the 49th edition of the Tianguis Turístico, which will be held from April 28th to May 1st, 2025 at the Baja California Center, in Rosarito. A change of venue that is not only geographical, but symbolic: Baja California represents a new face of Mexican tourism, with its mix of desert landscapes, spectacular coasts and a gastronomy that has already conquered half the world.
The participation of the 32 states, more than 900 exhibiting companies and buyers from the five continents is expected. This year’s edition has the challenge of not only matching the numbers of Acapulco, but also surpassing them with innovation and fresh proposals. In my experience, these types of events go beyond just promotional showcases; they are platforms to generate strategic alliances that really transform the sector, as I commented in my previous column about my experience at FITUR 2025, in Madrid, Spain, just a few days ago.
Learn from What has Been Done and Improve Along the Way
While Acapulco 2024 stood out for its resilience and resilience, Baja California 2025 has the opportunity to be avant-garde and lead creatively. The transition from an iconic destination to an emerging one offers an interesting dynamic that, if handled in the right way, can attract different market segments and put Mexico on high as a diversified destination.
However, success is not guaranteed by itself. In past editions, we have seen that inadequate logistics or a lack of a clear strategy can minimize the impact of these events. If Acapulco taught us anything, it is that results depend on the ability to adapt to challenges, overcome obstacles and take advantage of opportunities. Baja California has everything to succeed, but it will need to work on such transcendental aspects as connectivity, international promotion and, of course, on offering an unforgettable experience for both exhibitors and attendees.
What We Can Expect
Well seen and placed, the Tianguis Turístico is a declaration of intent. Acapulco’s edition on 2024 showed us how tourism can be an engine of hope and strength, while Baja California 2025 has the opportunity to show that we are up to date in innovation and tourism diversity.
As an entrepreneur, I am convinced that tourism is one of our greatest strengths, but I also know that success depends on our ability to evolve and adapt. The Tianguis Turístico 2025 has all the ingredients to be an unforgettable event. The question is: are we ready to make the most of it? I hope the answer is a resounding yes.
 is to talk about the evolution of tourism in Mexico. Since its creation in 1975, this event has been the most important forum for the promotion of our destinations at an international level. I remember first attending more than a decade ago, when the event was still a national showcase. In recent editions, the tianguis has managed to bring together more than 40 countries and has brought together representatives from all continents, registering millionaire transactions that have made it a strategic platform to attract investments and strengthen alliances. Its impact is not minor: in each edition thousands of business appointments are generated, evidencing it as the engine of international projection of Mexican tourism.){kind=link}