Tlaxcala strengthened its international tourism strategy during FITUR 2026 in Madrid, focusing on safety, accessibility and cultural identity as key elements to attract European travelers. The state’s participation included promotional activities in high-traffic locations and business meetings aimed at positioning Tlaxcala as a reliable and attractive destination within Mexico’s central region.
Speaking from Spain to El Mundo USA, Tlaxcala’s Secretary of Tourism, Fabricio Mena Rodríguez, highlighted the importance of reaching the Spanish market directly in spaces visited daily by millions of people.
“We were very excited to be part of the inauguration at La Vaguada, because it allowed us to show what Tlaxcala has to offer to our potential market, which is Spain,” he said, referring to one of the most visited shopping centers in the country.
A central message of Tlaxcala’s promotion at FITUR was public safety, an increasingly decisive factor for international travelers. Mena Rodríguez stressed that the state offers visitors peace of mind throughout their stay. “Tlaxcala has the lowest crime rate in the country, which makes it the safest state to visit, with complete confidence and tranquility,” he stated, adding that this condition also creates a favorable environment for tourism-related investment.
Connectivity was another major advantage highlighted during the fair. Tlaxcala is located near three international airports, allowing travelers to reach the state quickly and easily. “Once visitors land, they can reach the capital city of Tlaxcala or any municipality in a short time, thanks to our air and road connectivity,” Mena Rodríguez explained, noting that this accessibility complements the destination’s safety and compact geography.
The secretary also emphasized the continuity of Tlaxcala’s presence at FITUR as a key factor behind its recent growth in international tourism. “Since the beginning of the current administration, Tlaxcala has been present at FITUR, and that has generated a 400 percent increase in foreign visitors,” he said, pointing to signed cooperation agreements, business meetings and the active participation of Tlaxcalan tour operators.
Mena Rodríguez concluded that the results of FITUR 2026 reaffirm Tlaxcala’s growing recognition abroad. “We leave Madrid with new partnerships, new clients and tour operators eager to bring travelers to Tlaxcala,” he said, confident that the state’s message of safety, cultural richness and accessibility will continue to resonate with international audiences.
