Madrid, Spain — During the third day of activities at the International Tourism Fair (FITUR) 2026, the government of Municipal President Estefanía Mercado announced that Guanajuato will be the guest municipality of honor at the second edition of Festival México en Playa del Carmen.
The announcement was made during the signing of a letter of intent between Playa del Carmen and Guanajuato, carried out at the destination’s exclusive stand within the Mexico pavilion. The Director General of Culture and the Arts, Ernesto Martínez Cuéllar, was in charge of announcing the news, highlighting that the festival dates will be announced soon.
He also commented that, as part of this cultural exchange, Playa del Carmen will be the guest municipality at the Day of the Dead festivities in the capital of Guanajuato.
“México en Playa del Carmen is a program created by our Municipal President Estefanía Mercado to welcome the states of Mexico, so that our people and those who visit us can learn about their traditions, their music, their gastronomy. Now that we have signed this agreement, we are pleased to announce that we will have them at home,” the official stated.
He recalled that, in the first edition of the Festival, held last year, Querétaro was the guest municipality and advanced that in addition to Santa Eulalia del Río, Ibiza, the state of Yucatán will join the festivities in honor of the Virgin of Carmen next July, while Oaxaca will participate in Janal Pixán.
Letter of Intent
The Playa del Carmen delegation, headed by businesswoman Fabiana Briseño, held a meeting today with the Municipal President of Guanajuato, Samantha Smith Gutiérrez, to sign a letter of intent, with the objective of promoting projects and actions that generate an effective impact in tourism and sustainable development, as well as economic and cultural advancement, among other areas.
This agreement will promote a municipalist model of tourism promotion and the development of sustainable tourism, in addition to meetings between the productive sectors of both municipalities.
It will also promote the promotion, dissemination, and exchange of cultural experiences, archaeological heritage, and regional traditions. It will seek the best conditions for the exchange of goods and services, and will allow sharing experiences and public policies in matters of regulatory improvement, security, and urban planning.
Previously, the Federal Secretary of Tourism, Josefina Rodríguez Zamora, visited the Playa del Carmen stand, where she joined in recognizing the tourism promotion work led by Municipal President Estefanía Mercado, through the delegation sent to FITUR, as this work strengthens Mexico as a fashionable destination.
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