Mexico Attends International Tourism Fair in Brazil to Boost Promotion in Latin America and the Caribbean

• The Ministries of Tourism and Foreign Affairs launched Mexico's agenda at the fair, supported by the Mexican Embassy in Brazil and the Consulate General in São Paulo
• Following the pavilion's inauguration on Tuesday, April 14, a meeting was held with representatives of Brazil's Tourism Ministry, and Mexico participated in a regional summit
• The World Travel Market brings together more than 837 exhibitors from 49 countries, 32,000 professionals, and offers 60 conferences

Mexico opened its participation at the World Travel Market (WTM) Latin America, which runs from April 14-16 in São Paulo, Brazil. The event is one of the region's premier tourism showcases, drawing more than 837 exhibitors from 49 countries and nearly 32,000 professionals.

Mexico's presence in Brazil -bolstered by the participation of 19 companies and representation from two states, Baja California Sur and Quintana Roo- will boost tourism from the country. In 2025 alone, Brazilian travelers ranked 11th among nationalities visiting Mexico, and in the first two months of 2026 they moved up to 10th. The digital visa application process launched in February 2026, and the rollout of the electronic visa system for Brazilian nationals is expected to drive a further increase in visitor numbers.

In 2026, passenger traffic in January and February rose 9.2 percent compared to the same period in 2025, and the number of flights increased 13.4 percent year-on-year, reaching 152 operations. Mexico's 117-square-meter stand at WTM will be one of the region's most important promotional platforms for continuing to raise the country's profile.

Miguel Aguíñiga Rodríguez, head of the Unit for Tourism Innovation, Sustainability and Professional Development, led the ribbon-cutting at the Mexico Pavilion on behalf of Tourism Secretary Josefina Rodríguez Zamora. He was accompanied by Mexico's Ambassador to Brazil, Carlos García de Alba, and Consul General in São Paulo, Claudia Velasco Osorio, representing the Foreign Ministry. The ceremony officially marked the start of Mexico's participation in the major international tourism event.

"Mexico must be present at major international forums, showcasing its greatness, its diversity, and the opportunities it offers the world. These events help us forge partnerships, build trust, and continue positioning our country as one of the most attractive destinations globally," said Tourism Secretary Rodríguez Zamora in a social media message marking the occasion.

The pavilion gives Mexico a platform to present its broad tourism offering, from sun-and-beach destinations to its cultural, natural, and gastronomic heritage, while enabling business meetings, strategic partnerships, and the attraction of greater numbers of international visitors.

Aguíñiga, head of the tourism innovation unit, noted that Mexico's participation in WTM Latin America is part of its comprehensive promotional strategy at the world's leading tourism fairs, with the goal of diversifying markets, expanding connectivity, and increasing tourist arrivals at destinations throughout the country.

A presentation on Mexico's destinations was given to tour operators, association representatives, airlines, travel agencies, and media. This was followed by the ribbon-cutting of the Mexico Pavilion, where the participating destinations, Baja California Sur and Quintana Roo, were showcased.

Participation in the Ministers' Summit

As part of Mexico's participation in the event, the 1st WTM Latin America Ministers' Summit was held, bringing together for the first time tourism ministers and ministerial representatives from Latin America under the theme "Latin American Tourism: Responsible and Regenerative for the Future."

The summit aims to increase regional cooperation and promote sustainable tourism development through a dialogue format designed to build a collaborative agenda geared toward creating a positive and regenerative impact on destinations across the region.

Ambassador García de Alba highlighted that Mexico's presence at WTM Latin America reflects the strategic priority the country places on its relationship with Brazil, as part of a broader agenda of political engagement and regional cooperation.

He noted that more tourism help deepen ties between both societies, stimulate economic exchange, and consolidate a more robust, diversified bilateral relationship aimed at shared development.

Mexico-Brazil Bilateral Meeting

A bilateral meeting was subsequently held with representatives of Brazil's Tourism Ministry to explore joint agendas on tourism, connectivity, and international promotion.

During the fair, Mexico's Tourism and Foreign Affairs Ministries will hold meetings with investors, airlines, and media to present Mexico's national offering and competitive advantages.

This participation is part of President Claudia Sheinbaum's vision of positioning Mexico at the world's leading international forums, advancing tourism as a driver of well-being, economic development, and cooperation among the peoples of the region.