Mexico tourism promotion at World Travel Market London 2026, Digi Mart USA News (Mexico City, Mexico): Mexico used its participation in the World Travel Market (WTM) 2026, held from November 3 to 5 in London, to strengthen its position in international markets, expand commercial alliances and generate new opportunities for air connectivity and tourism promotion. The Mexican delegation held a series of meetings with airlines, tour operators, international organizations and representatives of the British industry at one of the world’s most important trade fairs for the sector.
Tourism Secretary Josefina Rodríguez Zamora highlighted the importance of the event in bringing the diversity of Mexico’s offerings to new traveler segments and consolidating alliances that could spread the benefits of tourism across more communities. Through her social media accounts, she said the country arrived in London with a proposal combining beach destinations, culture, gastronomy, traditions and regional experiences.
Undersecretary of Tourism Nathalie Desplas Puel led the delegation on the Secretary’s behalf and took part in the opening of the Mexico Pavilion alongside representatives of the participating entities. The 396.75-square-meter space showcased the offerings of nine state and regional destinations: Quintana Roo, Jalisco, Veracruz, Baja California Sur, Mexico City, Yucatán, Chihuahua, Chiapas and Baja California.
The Mundo Maya and Tren Maya projects were also present.
During the opening event, Desplas Puel stressed that Mexico’s participation aims to expand commercial relations and show international buyers that the country offers tourism alternatives beyond sun-and-beach destinations. The pavilion served as a platform to present the variety of experiences offered by Mexico’s regions and to establish contacts with professionals interested in adding new products to their catalogs.
As part of the agenda, the delegation met with representatives of the UK Foreign, Commonwealth and Development Office (FCDO), as well as with the airlines Aeroméxico, British Airways and Virgin Atlantic. There were also outreach meetings with the Association of British Travel Agents (ABTA) and VisitBritain, aimed at strengthening air connectivity, expanding promotion and exploring collaboration opportunities between the two markets.
The schedule also included a meeting with Gloria Guevara, president and chief executive of the World Travel and Tourism Council (WTTC), along with representatives of HBX, Native Trails and the Adventure Travel Trade Association (ATTA). These meetings were supported by the Embassy of Mexico in the United Kingdom, headed by Ambassador Alejandro Gertz Manero, in coordination with the Ministry of Foreign Affairs.
Mexico’s presence in London is significant given the behavior of the British market. Between January and July 2026, Mexico received 254,839 tourists from the United Kingdom, a 0.3 percent increase over the same period of the previous year.
As a result, the United Kingdom ranked as the fourth-largest source market for international air tourists to Mexico.
As part of efforts to strengthen this relationship, a working breakfast with tour operators was held at the Mexican diplomatic mission, attended by Ambassador Gertz Manero and British tourism industry professionals. The agenda also included a meeting with members of the Tourism Committee of the Mexican Chamber of Commerce in Great Britain (MexCC), focused on expanding business and tourism cooperation between the two countries.
Beyond commercial activities, the delegation also promoted Mexican traditions. One activity was a visit to a Day of the Dead altar at the Embassy of Mexico, where British children studying Spanish learned about the meaning of the celebration and its importance in national culture.
Undersecretary Desplas Puel acknowledged the support of the Foreign Ministry and the Mexican diplomatic mission, saying institutional coordination is essential to strengthen the country’s presence in strategic markets.
The World Travel Market brings together representatives from more than 180 countries, about 4,000 international exhibitors, 5,500 specialized buyers and more than 46,000 attendees, making it a significant showcase for business and alliance-building in the global tourism industry. For Mexico, participation in this edition represents an opportunity to diversify its source markets, strengthen international connectivity and position its destinations, including the Mexican Caribbean, before operators and buyers from around the world.
