Cancún Launches World Cup Tourism Strategy at Fitur

Cancún, Mexico — In the context of the presentation at the International Tourism Fair of Spain (Fitur), to be held from January 21 to 25, the promotional campaign for the Mexican Caribbean related to the 2026 Soccer World Cup will be unveiled.

The objective is to position Quintana Roo as a strategic hub for connectivity, lodging, and tourism services within the context of the world’s most important sporting event, detailed Bernardo Cueto Riestra, Secretary of Tourism of Quintana Roo.

He recalled that more than just a campaign, an entire strategy has been outlined that seeks to capitalize on the air connections of Cancún International Airport with the 16 World Cup host cities in Mexico, the United States, and Canada.

The goal is to make Cancún the entry point for at least 40% of the 5.5 million visitors expected to come to Mexico for the World Cup. Many of these visitors will continue on to other cities, but at least 1 million are expected to be able to stay at one of the resorts in the Mexican Caribbean.

Cueto Riestra commented that Fitur is the ideal stage for the deployment of this strategy, as for the 2026 edition, Mexico is the partner country. For this, the largest pavilion in the history of our country at this event has been prepared, which is one of the most important meetings of the tourism industry in the old continent.

In that setting, the seal and slogan Stopover In Cancún will be announced, which emphasizes the possibility for fans to attend the World Cup while staying at a resort in the Mexican Caribbean.

In addition, Europe, along with South America, are the markets where the World Cup campaigns for the Mexican Caribbean will have the most visibility, as it is expected that both regions will generate the largest number of travelers to the host countries of the World Cup, added Cueto Riestra.

The head of Sectur also announced that by the middle of this month, the two national teams that will be staying at two hotels in the Cancún-Riviera Maya corridor will be defined, which is generating much anticipation, but the final decision will be officially announced soon.