Mexico’s Tourism Platform Relaunches with AI

Tihosuco, Quintana Roo — After years of controversy that diminished the image and effectiveness of the nation's primary tourism promotion platform, the Visit México brand has been recovered by the federal government and is being relaunched with an innovative digital strategy. The new approach incorporates artificial intelligence and allows for greater participation from states and municipalities, according to Tourism Secretary Josefina Rodríguez Zamora, who made the announcement from the heart of the Mayan zone in Quintana Roo.

In an interview from the Mayan community of Tihosuco, Secretary of Tourism Josefina Rodríguez Zamora explained that the platform is undergoing a digital renewal phase. This will enable states and municipalities to directly upload their promotional content free of charge using visitor-friendly formats.

"The México brand is ours once again. That is very important to state because it is a country brand, not a tourism brand, nor one of a single color, nor of a single state; it is our brand, our emblematic brand," said Rodríguez Zamora.

Past Mismanagement and Legal Issues

During the administration of Andrés Manuel López Obrador, the brand was managed by a private company while Miguel Torruco was head of the Secretariat of Tourism (Sectur). During that period, Visit México faced technical failures, access blocks, and translation errors that damaged its international credibility.

Under Miguel Torruco's leadership at Sectur, the platform became embroiled in a series of scandals. The most notable was the handover of its operation to the company Braintivity, which led to a drastic drop in web traffic, the disappearance of content, and a bitter legal dispute over control of the domain. The incident was initially classified as a "hack," a version later disputed in court.

These missteps generated a credibility crisis and created a vacuum in Mexico's digital promotion at a crucial time for the industry. The message from Tihosuco now is one of total renewal.

Technological Innovation and Free Access

The official explained to InZoomMX that, with the support of a digital transformation agency, Visit México is incorporating artificial intelligence tools that offer personalized itineraries and automatic tourist packages. She also announced the integration of "Kúul," a virtual mascot with which users can interact to resolve questions about destinations and experiences.

"You can ask it everything, and it is part of this technological innovation for the sector," added the secretary.

Rodríguez Zamora emphasized that the most significant change is the democratization of content. Unlike the previous centralized model, states, Magical Towns, and municipalities with a tourism focus now have free access to directly upload their promotional materials, event schedules, and catalogs, such as those for community tourism.

"They have their password, and that allows the content to grow organically over time," she detailed.

This measure will not only enrich the available information but also give visibility to destinations and experiences that previously could not find space on the main platform.

Towards the 2026 World Cup: Mexico Prepares for a Global Celebration

With an eye on the FIFA 2026 World Cup, the Secretariat of Tourism is already building alliances so the planet's largest sporting event can be experienced in every corner of the country. Negotiations are underway with Televisa to broadcast the games in public squares.

"The Secretariat of Tourism envisions a World Cup for everyone," affirmed Rodríguez Zamora.

The plan is ambitious: to bring the broadcast signal to Magical Towns and municipalities so they can organize their own cultural and gastronomic festivals around soccer. Low-cost packages have been designed for local authorities to join the initiative.

"Now each municipality and each state will make the decision, but they already have it as a proposal," she indicated.

As a grand finale, the organization of a major event at Mexico City's Campo Marte during the World Cup was announced. Traditional female cooks and chefs from all 32 states will participate, showcasing Mexico's unparalleled culinary richness to the world.