Josefina Rodríguez Zamora, head of the Federal Tourism Secretariat, will consolidate Mexico's international promotion within the framework of ANATO 2026. This is the most important event in the sector in Latin America, which will take place from February 25 to 27 in Bogotá, Colombia.
The official developed a preliminary work agenda aimed at strengthening tourism relations with Colombia, considered a priority partner for regional growth.
Sectur consolidates alliances with Colombia at ANATO 2026
Rodríguez Zamora emphasized that Mexico's presence at ANATO 2026 reaffirms the importance of the Colombian market, the fourth largest source of international visitors to the country. Between January and December 2025 alone, more than 430,000 Colombian tourists arrived in Mexico by air, representing 2.1 percent of total international visitors.
The head of the Ministry of Tourism emphasized that strengthening connectivity, streamlining entry processes, and implementing a humane immigration policy convey the message that Mexico is an open, reliable, and hospitable destination.
Mexico at ANATO 2026
Mexico has the largest pavilion at this year's fair, with an area of over 360 square meters, promoting the country's diversity of destinations, experiences, and tourism products. Accompanied by Mexico's ambassador to Colombia, Martha Patricia Ruiz Anchondo, and officials from the National Institute of Migration, the secretary presented the measures being implemented to facilitate travel and expand air connectivity between the two countries.
The Mexican delegation is made up of representatives from 12 entities and more than 20 tourist destinations, including Mexico City, San Luis Potosí, Yucatán, Los Cabos, Veracruz, Querétaro, Ixtapa-Zihuatanejo, Michoacán, Mazatlán, Los Mochis, Tlaxcala, Puebla, and Guanajuato, as well as companies from the sector. In this space, Sectur held meetings with more than 70 Colombian tour operators with the aim of:
- Strengthen the marketing of Mexican destinations
- Build strategic partnerships
- Expand business opportunities
The head of Sectur reiterated that Mexican immigration policy is based on respect for human rights and an orderly approach. She emphasized that 2026 will be a key year for Mexico as it hosts the FIFA World Cup.
He argued that the 2026 World Cup will be a strategic platform for showcasing the country's cultural, gastronomic, and natural wealth. He argued that promoting initiatives such as the 2026 Fan Routes seek to diversify the tourist experience beyond the host cities.
