​​​​​​​Tourism Is One of the Best Forms of Diplomacy: Secretary de la Fuente

​​​​​​​Tourism Is One of the Best Forms of Diplomacy: Secretary de la Fuente

• Foreign Secretary Juan Ramón de la Fuente said that tourism is one of the best forms of diplomacy, as it connects Mexico with the world.
• He emphasized that tourism serves as a driver for development, shared prosperity, and a unifying goal that transcends differences.
• Mexico's embassies and consulates will take on expanded responsibilities in promoting tourism abroad.

Foreign Secretary Juan Ramón de la Fuente said today that tourism is one of the best forms of diplomacy, as it connects Mexico with the world. He added that Mexico is now a global leader due to the leadership of President Claudia Sheinbaum.

At the inauguration of the 2025 Tourism Expo in Rosarito, Baja California-the first with a binational component-Secretary de la Fuente said that fulfilling the presidential commitment to increase visitor numbers requires joint and coordinated action.

"Tourism acts as a driver for development, shared prosperity, and a goal that unites us all beyond our differences," he said at the event, where he was accompanied by the Governor of Baja California, Marina del Pilar Ávila, and Mexican Tourism Secretary Josefina Rodríguez Zamora, among others.

In his remarks, Secretary de la Fuente noted that while Mexico already ranks as a global tourism powerhouse-among the world's most recognized and visited countries-further progress is needed. He confirmed that collaborative efforts with the Tourism Ministry and state governments would continue to build on this collective endeavor.

Secretary de la Fuente said that tourism must be promoted because it spans multiple sectors, making it crucial for economic development, cultural and social exchange, and especially for wellbeing.

"As part of this commitment, we will ensure that Mexican diplomacy makes tourism one of its priorities now and in coming years," he said.

Secretary de la Fuente highlighted Baja California as a living example of connectivity, proximity, collaboration, and mobility between Mexico and the United States.

He highlighted that Mexico welcomes over 45 million visitors annually, with a significant portion coming from this border region, that includes one of the world's busiest border crossings. The cross-border activity serves as a catalyst for tourism, cultural exchange, and economic, and commercial growth, benefiting both countries and their peoples.

Accordingly, he said that Mexico's embassies and consulates would intensify their efforts to promote Mexican tourism destinations.

He announced that the Tourism Secretary recently inaugurated "Window to Mexico," the first Mexican tourism promotion office abroad, at the Mexican Consulate General in San Diego, California. This introduces a new approach to bolstering Mexico's tourism promotion policy.

Mexico's states will rotate their participation, ensuring that each gains visibility in Mexico's consulates and diplomatic missions.