Author: Bryan Dearsley
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Mexico Takes Center Stage as Partner Country at FITUR Travel Fair
Photo courtesy FITUR 2026
Mexico made its biggest international tourism play in years last month, arriving at the 46th edition of the International Tourism Fair (FITUR) in Madrid as the event’s official Partner Country. The designation gave Mexico the largest exhibition stand in the fair’s Americas area, which housed all 32 federal states under one roof.
A delegation of more than 800 government officials, business leaders, and private-sector representatives made the trip to IFEMA MADRID for the five-day event that ran from January 21 to 25. Their mission? To prove to European travel buyers, tour operators, and international media that Mexico is far more than just a beach holiday.
The timing made sense. Between January and October 2025, Mexico received 79.3 million international visitors, a 13.6 percent increase compared to the same period in 2024, according to SECTUR (Secretaría de Turismo). Foreign exchange revenue from international visitors hit $25.7 billion USD for the January-to-September period, up 6.2 percent year-over-year. And with the 2026 FIFA World Cup bringing matches to Mexico City, Monterrey, and Guadalajara, the government saw FITUR as a launchpad for what officials are calling a “historic year” for Mexican tourism.
Mexico’s Cultural Diplomacy
Mexico’s presence at FITUR 2026 was not confined to the exhibition halls. One of the most talked-about moments of the fair had nothing to do with trade booths at all. A reinterpretation of Madrid’s famous El Oso y el Madroño (The Bear and the Strawberry Tree) sculpture appeared at the Puerta del Sol, rendered in the bright, beaded style of Wixárika (Huichol) art. The original stone-and-bronze statue, which has stood as a symbol of Madrid since the 1960s, was reimagined through Indigenous Mexican artistic tradition, drawing attention from locals and tourists passing through one of the city’s busiest public squares.
Inside the exhibition center, the Mexican pavilion featured an exhibition titled “Suave Patria” (Gentle Homeland) that showcased folk art from regions across the country. A photographic installation highlighted the ingredients and traditional cooks behind Mexican cuisine, which earned its UNESCO Intangible Cultural Heritage of Humanity designation in 2010. FITUR 2026 also marked the 15th anniversary of that recognition, giving the delegation an opportunity to put food at the center of its tourism pitch.
Cultural performances included the Guelaguetza dance of Oaxaca and the Danza de los Viejitos from Michoacán. Artisan markets were set up alongside destination presentations, and Indigenous communities played a role in the official inauguration ceremony. In total, organizers counted more than 100 cultural activations inside and outside IFEMA during the five days.
New Air Routes and Hotel Deals
Perhaps the most concrete outcomes from FITUR 2026 came in the form of new air connectivity and hotel investment announcements. Aeroméxico confirmed two new European routes: Mexico City to Barcelona, launching in March, and Monterrey to Paris, starting in April. The airline expects a nine percent increase in connectivity with Spain during the first half of 2026 and plans to operate up to 71 weekly flights between Mexico and Spanish destinations during the summer season. Giancarlo Mulinelli, Aeroméxico’s senior vice president of global sales, also signed a letter of intent with the Mexico City Tourism Promotion Trust to jointly promote the capital ahead of the World Cup.
Iberia, the fair’s host airline, announced its own expansion: a new Madrid-to-Monterrey route launching in June with three weekly frequencies. Additional routes confirmed at the fair included Guadalajara to Madrid and a Querétaro to Madrid service with Iberojet. Talks between Air Europa and the state of Guanajuato opened discussions for a possible new connection between the colonial heartland and Europe.
On the hotel side, Wyndham Hotels & Resorts announced it is conducting a feasibility study to develop up to 25 new properties across Mexico. The announcement came alongside Mexico’s participation in investment forums organized by BBVA and Santander, and meetings with international hotel groups looking at expansion opportunities in both resort and urban markets.
The European Market
Mexico’s push at FITUR is part of a broader strategy to attract more travelers from Europe. While the United States and Canada remain the country’s dominant source markets, accounting for 67.3 percent and 11.4 percent of international visitors respectively, European tourists tend to stay longer and spend more per trip. That high-value profile makes the European market a natural target for a country looking to move up from its current position as the sixth most-visited destination on the planet.
As part of this effort, the delegation launched “Ventana a México” (Window to Mexico), a permanent space in Spain designed for all 32 states to present tourism, cultural, and food offerings to European operators, travel agencies, and media on an ongoing basis. Seminars and webinars with major Spanish travel agencies had already been running in the months leading up to FITUR, part of a sustained promotional campaign in European distribution networks.
The profile of Mexico’s international visitors is shifting, too. Travelers between the ages of 30 and 59 now account for 52.9 percent of tourists entering the country by air. Average spending by inbound air tourists reached $1,242.60 USD through the third quarter of 2025, a 6.1 percent increase over the prior year. Women travelers also grew as a segment, with 6.61 million foreign women arriving by air in the first seven months of 2025.
“Three Times UNESCO” Distinction
Among the individual state-level highlights, San Luis Potosí received a “Three Times UNESCO” distinction at FITUR 2026. The recognition elevated the state’s international profile and underscored the cultural, educational, and creative depth of destinations beyond Mexico’s well-known beach corridors. It was a fitting example of the delegation’s broader message: that tourism in Mexico now reaches far beyond Cancún and Los Cabos into colonial cities, Indigenous communities, and lesser-known regions with their own draw.
Mexico’s state tourism authorities also used FITUR 2026 to present a national guide aimed at aligning competitiveness with sustainability across the country’s tourism sector. The guide was developed as a coordinated effort among the states and reflects a policy direction that Mexican officials have been signaling for several years. With environmental pressures mounting in popular destinations like Tulum and the Riviera Maya, the timing of a sustainability framework aimed at European audiences was deliberate.
The fair itself reinforced that theme, with FITUR 2026 occupying nine exhibition halls and introducing a new Knowledge Hub in Hall 12. That space hosted more than 200 sessions featuring 250 international experts on subjects including artificial intelligence, destination governance, and sustainable tourism practices.
What’s Next?
Mexico left FITUR 2026 with expanded air connectivity, new hotel investment commitments, and a raised profile in one of its most strategically important tourism markets. The delegation secured promotional placements on FlixBus vehicles and in Madrid Metro stations, extending the country’s visibility well beyond the exhibition center walls.
With the World Cup kicking off later this year and a stated goal of reaching fifth place on the global tourism rankings, the question is whether the momentum from Madrid translates into measurable growth from European markets. For now, the numbers are moving in the right direction, and Mexico has made sure the travel industry is paying attention.
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Grand Velas Riviera Nayarit Suite Renovations Ready for Occupancy
Photo courtesy Grand Velas Riviera Nayarit
The Pacific Coast of Mexico‘s Riviera Nayarit has long been popular with travelers looking for something a little quieter than its more developed counterpart, the Riviera Maya. Now, one of the region’s flagship resort properties has completed a significant upgrade designed to match the sophistication of its natural surroundings.
Grand Velas Riviera Nayarit has wrapped up a 12-month, $30 million renovation project focused on its premium suite categories. The work touched the resort’s Master, Parlor, and Grand Terrace suites, each measuring more than 1,000 square feet (93 square meters).
A Lighter, Calmer Design Approach
The redesigned accommodations move away from the heavier aesthetic common to many Mexican luxury resorts in favor of a brighter, more understated approach. The color palette draws from the local environment, with sand, beige, and cream tones paired with warm wood finishes. Green accents throughout the suites reference the tropical vegetation visible from the private terraces.
Local craftsmanship plays a central role in the new design. Textiles sourced from regional artisans and custom woodwork give each suite a connection to Nayarit state’s artistic traditions. Backlit wall panels and natural stone surfaces add visual interest without overwhelming the spaces.
The renovation addressed functional concerns alongside the visual refresh. Seating areas have been reconfigured to offer more usable space, while new ergonomic furniture replaces the previous pieces. Bedding has been upgraded throughout, and storage capacity has been increased, a practical consideration for guests on extended stays.
The suites retain their original layouts, which include separate living areas, private balconies, and full bathrooms with soaking tubs.
What You Need to Know
Nightly rates for the renovated suites begin at $533 per adult, based on double occupancy. The all-inclusive rate covers meals at the resort’s specialty restaurants, including Piaf (French cuisine), Lucca (Italian), Frida (Mexican), and Sen Lin(Asian fusion). Premium beverages, 24-hour in-suite dining, taxes, and gratuities are also included.
The property is located on Banderas Bay, approximately 20 minutes north of Puerto Vallarta International Airport.
Visit the resort’s website at www.vallarta.grandvelas.com.
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Air Canada Calgary to Mexico Flights to Start December 2026
Photo courtesy Air Canada
For years, Calgarians looking to trade Alberta‘s bitter winters for a beachside margarita have faced a familiar frustration: connecting flights. That all changes in December 2026, when Air Canada begins operating non-stop service from Calgary International Airport (YYC) to both Cancún and Puerto Vallarta, giving the province’s largest city its first direct Air Canada link to two of Mexico’s most popular coastal destinations.
The announcement comes at a time when Canadian travelers are increasingly looking beyond the United States for their winter escapes, with Mexico being one of the biggest beneficiaries.
The new routes were confirmed as part of a broader winter 2026-27 network expansion that also includes the airline’s first-ever flights to Quito, Ecuador, year-round service between Toronto and both Manchester and Copenhagen, and increased frequency to destinations across South America.
New Air Canada Calgary to Mexico Flights
Mark Galardo, Air Canada’s Executive Vice President and Chief Commercial Officer, pointed to what he called “growing demand” from Calgary-based travelers and specifically referenced the airline’s “brand loyal customers in Calgary seeking out the warmth of Mexico’s beaches.”
And demand has been building for some time. According to a late-2025 survey by Snowbird Advisor, the proportion of Canadian snowbirds choosing non-U.S. destinations nearly doubled in a single year, jumping from 12 percent to 23 percent. Mexico, along with Costa Rica, Portugal, and the Caribbean, has emerged as a primary beneficiary of this trend. Data from aviation analysts at OAG indicates that Canadian airline seat capacity to Cancún alone has grown by roughly 20 percent heading into 2026, while capacity to destinations in the United States has dropped by about 10 percent overall.
For Alberta travelers specifically, the new routes eliminate the need to connect through Air Canada’s eastern hubs in Toronto or Montreal, shaving hours off what has historically been an all-day travel experience.
What to Expect on Board
Both routes will be operated by Air Canada Rouge, the airline’s leisure-focused subsidiary, using Boeing 737 MAX 8aircraft. These planes are configured with 177 seats split between two cabins: Premium Rouge, which seats 12 passengers across three rows in a 2-2 layout, and Economy, which accommodates 165 passengers in a 3-3 arrangement.
Premium Rouge passengers get recliner-style seats with seatback entertainment screens, USB and AC power outlets, and Wi-Fi access. A dedicated lavatory and galley serve the forward cabin exclusively. In Economy, every seat comes equipped with a personal seatback entertainment monitor, charging ports, and the same Wi-Fi connectivity. Seat pitch in Economy sits at 30 inches (76 cm), with preferred seats in the front rows and exit rows offering additional legroom.
All passengers, regardless of cabin, receive complimentary beer, wine, and what the airline describes as “premium Canadian snacks.” Members of Air Canada’s Aeroplan loyalty program also get free Wi-Fi throughout the flight, a perk that sets the Rouge product apart from several competing leisure carriers that still charge for in-flight connectivity.
It is worth noting that these 737 MAX aircraft are part of a broader fleet transition underway at Air Canada Rouge.
The Routes at a Glance
Flights to Cancún will operate four times per week, and based on existing flight times for the route, passengers can expect to be in the air for roughly five and a half hours southbound, with the return leg taking closer to six hours due to prevailing headwinds.
Service to Puerto Vallarta runs three times weekly, with a flight time of approximately five hours each way. Both routes launch in December 2026, and tickets are already available for purchase through aircanada.com.
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Westin Resort & Spa Puerto Vallarta All-Inclusive Model Announced
Photo courtesy Westin
The transformation of one of Puerto Vallarta’s long-established beachfront properties signals a broader shift in how luxury hotel brands are approaching the Mexican Pacific coast. Westin Resort & Spa Puerto Vallarta, a fixture on the destination’s hotel zone for decades, is undergoing a multimillion-dollar renovation that will see it emerge as an all-inclusive resort by spring 2026.
The 281-room property will operate under a new name, Westin Playa Vallarta, an All-Inclusive Resort, when the renovation wraps up in May. The rebrand positions it alongside Westin’s two other all-inclusive properties in Latin America: Westin Reserva Conchal on Costa Rica’s Guanacaste coast and Westin Porto de Galinhas in northeastern Brazil.
New Room Categories and Pool Access
The redesign introduces accommodation options previously unavailable at the property. Thirty suites will feature private plunge pools on their terraces, while 16 rooms will offer direct swim-up access to dedicated pool areas. These additions reflect growing traveler demand for in-room water features, a trend that has driven construction at competing resorts throughout the Banderas Bay region.
The remaining inventory will receive updated furnishings and finishes, though specific design details have not yet been released by Marriott International, Westin’s parent company.
Dining and Entertainment Expansion
Food and beverage operations are expanding significantly under the all-inclusive model. The resort will operate 10 culinary and entertainment venues, a substantial increase from the previous configuration.
While individual restaurant concepts have not been announced, the number suggests a mix of specialty dining rooms, casual options, and bar venues spread across the property.
Distinct Zones for Different Travelers
The redesigned layout will separate the resort into adults-only and family sections, each with its own pool areas and facilities. This zoning approach has become standard at high-end all-inclusives throughout Mexico, allowing properties to serve couples and families simultaneously without the friction that sometimes arises from mixing the two demographics.
Sports and Wellness Facilities
Athletic facilities will include both pickleball and padel courts, the latter being the faster-growing racquet sport in Mexico. A WestinWorkout fitness studio and Heavenly Spa round out the wellness offerings. The spa brand is a Westin signature, found at properties throughout the chain’s global portfolio.
Pool areas throughout the resort will receive updates as part of the renovation scope.
Reservations and Timing
The property is currently accepting bookings for stays beginning May 1, 2026, the target completion date for construction. Travelers booking before the renovation concludes should confirm current conditions and any construction activity that may affect their stay.
The all-inclusive conversion follows a pattern seen across Mexico’s resort markets, where established hotels are repositioning to compete with purpose-built all-inclusive properties that have dominated new development for the past two decades.
For Westin, the Puerto Vallarta project expands its limited all-inclusive footprint while leveraging an existing beachfront location that would be difficult and expensive to replicate with new construction.
Find out more here.
