"There is no insecurity for tourists" in Mexico, says the head of Sectur
MADRID, Spain.- The head of Mexico's Tourism Secretariat , Josefina Rodríguez Zamora , assured that her country has “open arms to welcome everyone” and, despite the travel alert recently issued by the United States Government , the official assured that “There is no insecurity for tourists.”
"A tourist who visits Mexico is cared for, loved, and that's why there's an increase in foreign tourists to our country," he noted during the presentation in Madrid of Mexico 's participation as a guest country at the upcoming International Tourism Fair (Fitur), which will be held from January 21 to 25.
In Spain, we proudly announce that Mexico will be the featured country at #FITUR2026 . 🇲🇽✨
From January 21 to 25 at @IFEMA Madrid, we will bring the best of our country to the world: its cultural, tourist and gastronomic splendor, as well as its enormous investment potential... pic.twitter.com/j6O1Bw50oj
In the travel alert published in August by the U.S. State Department , Washington asked its citizens not to travel or reconsider visiting 30 of Mexico's 32 states due to the risk of homicides , kidnappings and even terrorist violence .
"We're not alarmed; this isn't a new alert. These alerts have been in place for a long time, too. Tourists aren't insecure," added the Mexican representative, who stated that she is in contact with the Trump administration "every day."
"It's the best relationship that exists today," she added. Mexican President Claudia Sheinbaum Pardo "talks a lot with Trump," and "there's a great trade agreement, but also a tourism agreement: that's why there's an increase in tourists," the official estimated.
🤔 Did you know that…?
🏖️ #Guerrero is the state with the highest number of domestic tourists in Mexico, capturing 11% of the market.
From January to July 2025, it received 6.6 million tourists in hotels, representing a 50.3% increase compared to 2024. 🚀This impulse reflects… pic.twitter.com/oDAjnitqOQ
— SECTUR México (@SECTUR_mx) September 23, 2025
Tourism in Mexico is on the rise: from January to June, according to figures from the Mexican government, the country registered 47.4 million international visitors , representing a 13.8% increase compared to the same period in 2024. During that six-month period, 7.36 million tourists residing in the United States arrived by air, a 2.4% increase.
“Mexico has a lot to offer,” says Josefina Rodríguez. A delegation of 800 people and its 32 states will be represented at Fitur in 1,780 square meters of exhibition space. Its pavilion, as stated at the presentation at the Mexican Embassy , will be the largest in the Americas and in the country's history.
Mexico, according to its representative, "is in fashion." And the tourism offerings it will bring to the fair focus on "new community tourism experiences," which she describes as "unique in the world": "Sustainable tourism, but above all deeply rooted in its people."
"Only in Mexico will you experience the wealth of indigenous peoples, textiles, culture, and flavors. We are a diverse country from north to south, with ecotourism experiences, sports tourism, and medical tourism," he said.
Sports play a significant role in Mexico's exposure in 2026. Mexico City, Guadalajara, and Monterrey will host the World Cup , which will be organized by Mexico, the United States, and Canada.
The Azteca Stadium in Mexico City hosted the opening ceremonies of the 1970 and 1986 World Cups and will host an opening ceremony for the third time. "It's a window for Mexico to showcase the greatness of a great country," said Josefina Rodríguez.
Mexico could have been the guest country for Fitur in 2025, but it turned down the opportunity, which went to Brazil. "We wanted to have a consolidated tourism industry. (…) Today we're here strengthened by the private sector," he adds.
This doesn't prevent the focus from also being on the domestic market. "Domestic tourism is very important to us. More than 100 million Mexicans travel to the country across the 32 states," concluded the secretary, who emphasized that her administration's goal is for tourism to generate prosperity "for Mexicans themselves."
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