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Mexico’s Sustainable Tourism Initiative at FITUR 2026

Introduction to Sustainability in Tourism

Mexico’s state tourism authorities are leveraging the 2026 International Tourism Fair (FITUR) as a platform to unveil a groundbreaking national guide aimed at enhancing sustainability practices throughout the country’s tourism sector. This initiative not only aims to align practices across various states but also focuses on boosting coordination related to promotion, financing, and enhancing competitiveness. The guide, titled "Sustainable Tourism: Mexico in Motion," was introduced by the Association of Tourism Ministries of Mexico (ASETUR) and spearheaded by the Nuevo Leon Ministry of Tourism.

Objectives of the National Guide

The guide serves as a comprehensive resource compiling sustainability practices developed by subnational governments. It is structured to function as a reliable, comparable reference point for public policymakers as well as industry stakeholders. The creation of this document was driven by ASETUR’s Sustainability Commission and will significantly improve the tourism landscape in Mexico, enabling all stakeholders to benefit from shared sustainability goaIs.

Comprehensive Document Development

The initiative was the culmination of meticulous efforts led by ASETUR’s Sustainability Commission, with Nuevo Leon taking the reins in April 2025. The primary goal was to systematize, document, and increase visibility for sustainability initiatives already implemented by Mexico’s 32 states. Various technical working groups contributed to this cause, employing a standardized assessment tool that captured, reviewed, and validated one sustainability practice from each state. This collaborative approach ensured that all practices met shared criteria, emphasizing methodological clarity, comparability, and tangible impact.

Impactful Statements from Key Officials

Nuevo Leon Tourism Secretary Maricarmen Martínez Villarreal stated that the guide symbolizes well-coordinated efforts among states and marks a significant step towards establishing a unified national vision for sustainable tourism. This vision is not merely theoretical; it is anchored in observable actions and measurable outcomes. The initiatives outlined in the guide are categorized into four pivotal strategic areas:

1. Biodiversity and Ecological Processes
2. Inclusion and Sociocultural Authenticity
3. Resource Optimization
4. Technical and Institutional Support

According to ASETUR, this organizational structure aids in recognizing trends, replicable models, and uncovering gaps that are common across various destinations.

ASETUR Working Meeting Outcomes

The unveiling of the guide took place during an extensive ASETUR working meeting at FITUR 2026, which was dedicated to bolstering national coordination. The focus was on harmonizing promotional efforts and sustainability strategies, underlining the need for tourism to continue as a priority for Mexico’s economic and social growth. Under the leadership of Bernardo Cueto Riestra, tourism secretary of Quintana Roo and ASETUR president, discussions emphasized the necessity for a shared agenda to elevate the international competitiveness of Mexican destinations through long-term collaborations.

Global Tourism Challenges Addressed

The session featured significant contributions from Gloria Guevara Manzo, the president and CEO of the World Travel & Tourism Council, who illuminated global tourism challenges as well as opportunities. She highlighted Mexico’s role as a leading player in the tourism market. Moreover, representatives from the business community provided suggestions aimed at fortifying investment, connectivity, and destination competitiveness. Notable speakers included Antonio Cosío Pando, president of the National Tourism Business Council, and Jorge Paoli Díaz, president of the National Hotel Chains Association, both of whom underlined the importance of sustained public-private collaboration.

Financial Support for Sustainable Tourism

The event also saw participation from BBVA Mexico and Banco Santander Mexico, which concentrated on their initiatives designed to promote the development of sustainable tourism in the country. Both banks presented various initiatives intended to support tourism projects and bolster local economies, positioning tourism as a crucial engine for national growth.

Commitment to Sustainable Development

The event concluded with comments from Quintana Roo Gov. Mara Lezama Espinosa (Morena), who is also the president of the CONAGO Tourism Commission. She reiterated the commitment of state governments towards coordinated actions, ensuring that tourism continues to be a vehicle for social well-being, shared prosperity, and sustainable development.

The Role of AI in Navigating legal Frameworks

In this context of evolving legislation and sustainability practices, AI legalese decoder can play a pivotal role for stakeholders involved in the tourism sector. By simplifying complex legal language and making it more comprehensible, this tool not only aids in understanding the implications of new sustainability regulations but also enhances compliance and implementation efforts. Stakeholders can leverage AI to navigate the legal landscape effectively, fostering smoother transitions into sustainable practices while ensuring they meet legal and regulatory requirements. Such technological advancements promise to support the ambitious goals outlined in the "Sustainable Tourism: Mexico in Motion" guide, ensuring that sustainable tourism is not just an aspiration but a tangible reality for Mexico.

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