The 49th edition of Tianguis Turistico, Mexico’s annual tourism convention, made history this year — it took place in the northern state of Baja California for the first time, and included programming in neighboring San Diego, California, just across the Mexico/U.S. border. That made it the first-ever binational version of the high-profile travel industry gathering.
The fact that the event struck a decidedly international tone is a sign of what’s to come, according to Josefina Rodriguez Zamora, Mexico’s secretary of tourism.
"From this edition on, Tianguis will become increasingly international,” she told attendees.
Tianguis officials reported a record turnout for the event, which took place at the Baja California Center and attracted 8,781 attendees from 46 countries, including more than 3,900 exhibitors and 1,773 buyers. More than 70,000 business appointments occurred throughout the event, and the government estimates that those meetings will generate some $70 million in tourism-related revenue.
A Growing International Presence
Tianguis 2025’s international diversity was present on the show floor, with exhibitors including the Salvadoran Tourism Corporation (Corsatur).
"In 2023, we participated for the first time as a Mundo Maya country,” said Karla de Leon, promotion and publicity coordinator for Corsatur. “Mexico took the initiative to open the doors so countries that together with Mexico make up the Mundo Maya could promote multi-destination [travel] in the region.”
The presence of international buyers and suppliers from multiple nations helped make this year a standout, according to Rodrigo Esponda, managing director of the Los Cabos Tourism Board. “There were interesting groups of people from Brazil, from Spain, from other markets,” he said. “We had a very interesting meeting with Copa Airlines, and we're looking to diversify and expand into South America.”
Mexico secretary of tourism Josefina Rodríguez Zamora with government officials and attendees at Tianguis.
Credit: 2025 SECTUREsponda also touted the growth of air service between Los Cabos and the western U.S., as well as positive forecasts for summer travel.
"It’s going to be a very good summer,” he said, noting his organization’s new digital tools for travel advisors and campaigns for niches including gastronomy tourism.
Mexico Tourism News in the Spotlight
For Cristina Rodriguez, director of sales and marketing for Dreams Estrella del Mar Mazatlan Golf & Spa Resort, Tianguis was an ideal opportunity to promote her hotel, which opened last year and recently introduced a collaboration with Fox culinary competition series “MasterChef Junior.”
"This year’s Tianguis Turistico has been incredibly valuable,” she said. “We’re seeing great interest from national and international buyers who are eager to explore emerging destinations like ours.”
Also new in Mazatlan: the Farolesa zipline experience and Pueblo Bonito Vantage Centro Historico Mazatlan, a hotel opening mid-May in a historic, renovated school building downtown.
Exhibitors from farther south included Eduardo Pinto, director of sales for Secrets Bahia Mita Surf & Spa Resort and Dreams Bahia Mita Surf & Spa Resort.
"This year has been instrumental in strengthening our business relationships, building partnerships and providing us with the valuable opportunity to explore new markets and commercial partners,” he said.
His hotels recently opened a new water park, convention space and zipline.
Mexico’s Growth Mindset
Grupo Posadas, the Mexican hospitality giant that owns brands including Fiesta Americana Travelty, Live Aqua and the soon-to-debut Funeeq, also drew attention with its ambitious expansion plans.
Guerrero governor Evelyn Salgada Pineda receives the Tianguis icon at ACA 2026 announcement.
Credit: 2025 SECTUR
"We believe this will continue to be a year of growth for tourism in Mexico,” said Jose Jaime Lorenzo Doria, commercial director for Grupo Posadas. “And, without a doubt, Posadas — as the largest and leading hotel operator in the market — will play an important role. In the first quarter alone, we increased our revenue per available room by 11% with an occupancy rate of 63%, making it one of the best years for the company.”
Lorenzo Doria also noted that Posadas is investing nearly $1 million to add 32 new hotels with more than 5,000 rooms.
The state of Jalisco — which is home to Guadalajara and Puerto Vallarta — is also in growth mode, notes Jalisco secretary of tourism, Michelle Fridman.
"We’re promoting the fact that we’re going to host the World Cup next year,” she said, adding that the state’s positive year-over-year arrival numbers and Guadalajara’s upcoming role as the host of the first-ever ITB Americas provide further evidence of the region’s resilience. “The thing to do is diversify the market, and that’s what we’re doing.”
Long-term tourism strategies were the focus of multiple discussions. At a forum titled “Dialogue of Captains of Industry,” for example, participants addressed topics including the 2026 FIFA World Cup — which will bring an estimated 5 million visitors to Mexico — and the importance of community-based tourism.
Princess Mundo Imperial
Credit: 2025 Mundo Imperial Entertainment & HospitalityTourism News to Know From Around Mexico
Among the latest news from around the nation:
- Princess Mundo Imperial in Acapulco has reopened after a $120 million renovation.
- In the Mexican Caribbean, Tulum’s new airport handled more than 1 million passengers in its first year, while the Tren Maya now connects 12 stations. New luxury hotel brands in the region include Alila Mayakoba, The St. Regis Costa Mujeres Resort, Park Hyatt Cancun and Melia Casa Maya Cancun.
- Los Cabos is witnessing major investment, including renovations and rebranding at Solmar Hotels & Resorts and the relaunch of Hacienda del Mar Los Cabos as an all-inclusive after joining Marriott’s Autograph Collection. In addition, Mexico Grand Hotels will open boutique hotel Kadun later this year, and Raffles Estera East Cape Resort & Residences will become Raffles Hotels & Resorts’ first North American property when it debuts in 2029.
- Nayarit’s new Riviera Nayarit International Airport is expanding and adding a new Los Angeles route on July 16. Ten new hotels are slated to debut by 2026, as announced by brands including Vidanta, Marriott and Melia. Grand Palladium White Sand Resort & Spa, meanwhile, is rebranding as Grand Palladium Select White Sand on Jan. 1, 2026. In addition, the state will host Ironman 70.3 Riviera Nayarit in December.
- Tianguis Turistico 2026 will take place in Acapulco from April 27-30, 2026.
