Mexico Advances Its Connectivity and Tourism Strategy at ITB Berlin Convention 2026

• Mexico's Ministries of Tourism and Foreign Affairs, with the Mexican Embassy in Germany, will represent the country at ITB Berlin from March 3-5, 2026 at the Mexico Pavilion.
• The program includes the inauguration of the Mexico Pavilion, destination presentations and high-level meetings with international organizations and key players in the connectivity sector.
• ITB Berlin 2026 marks its 60th anniversary, cementing its status as one of the most influential trade fairs in the global tourism industry, with representation from more than 170 countries.

Mexico will take part in ITB Berlin 2026, opening this Tuesday, March 3 in Germany, with an agenda centered on promotion, air connectivity, investment, and international cooperation as part of its strategy to strengthen its presence in the European market.

Representing Tourism Secretary Josefina Rodríguez Zamora, Undersecretary Nathalie Desplas Puel will lead the delegation's activities, joined by Mexico's Ambassador to Germany, Francisco Quiroga, representing the Foreign Ministry.

Ahead of the fair's opening, the Mexican delegation attended the UN Tourism Ministers' Summit on Monday, March 2, where they held meetings with national tourism bodies and private sector leaders.

At the Summit, Undersecretary Desplas underscored that Mexico's participation in international trade fairs is part of a comprehensive promotional strategy aimed at positioning the country in strategic markets, diversifying tourist flows, and creating greater benefits for local communities.

"Europe is a strategic partner for Mexico, not only because of the volume of travelers it represents, but also because of the cultural, sustainable, and high-value tourism profile it represents. We have come to this year's ITB Berlin to build long-term relationships and to demonstrate that Mexico is prepared to meet the demands of an increasingly discerning market, with quality, professionalism, and a diversified offering," said the Undersecretary.

Ambassador Francisco Quiroga agreed that the presence of global tourism leaders at ITB Berlin confirms the sector's potential. The challenge now, he said, is ensuring effective access to the international market.

The Mexico Pavilion will be inaugurated in the presence of diplomatic and tourism authorities, along with representatives from the state of Chihuahua and the destination of Los Cabos, who will showcase their natural landscapes, cultural heritage, gastronomy, community-based experiences, and specialized tourism offerings.

The Ministries of Tourism and Foreign Affairs will coordinate to hold a series of high-level meetings to explore opportunities in international cooperation, sustainability, and institutional development within the sector.

Regarding air access, a meeting will be held with Aeroméxico's regional team. The airline currently operates more than 60 flights per month from Munich and Frankfurt to Mexico City, Cancún, and Los Cabos, strengthening tourism between the two countries. Cancún is important, as air routes link the city to all 16 host cities of the 2026 FIFA World Cup.

Mexico's participation at ITB Berlin reaffirms its commitment to tourism as a driver of shared prosperity, and to a diplomatic strategy that positions the country as a competitive, sustainable, and globally connected destination.