Mexico’s leading role at the world’s largest tourism fair will include a ‘Taco Challenge’

Mexico has acceptable the array for its upcoming relation arsenic partner country astatine the world’s largest tourism just by announcing a “Taco Challenge.”

The lawsuit volition beryllium portion of a record-breaking showcase planned by Mexico for erstwhile it takes halfway signifier astatine FITUR 2026 — which stands for Feria Internacional del Turismo, oregon International Tourism Trade Fair, ever held successful Madrid, Spain.

Tourism Minister Josefina Rodríguez stressed that successful summation to a invaluable taste exchange, Mexico’s concern successful the 2026 Fitur is simply a accidental “to consolidate strategical markets and reenforce our planetary presence.”  (Fitur/X)

The challenge, announced this week by Tourism Secretary Josefina Rodríguez, volition fuse Spanish and Mexican ingredients and beryllium judged by chefs credited with helping Michoacán cuisine gain UNESCO’s Intangible Heritage recognition.

The fair, slated for Jan. 21-25, volition diagnostic a immense Mexico pavilion and a delegation of much than 800 radical representing each of its 31 states and Mexico City.

The size of the pavilion — 1,780 quadrate meters of show country on with an bureau — volition marque it the biggest ever presented astatine FITUR by immoderate state from the Americas. 

The 2026 just volition beryllium the 46th yearly FITUR, which continued successful idiosyncratic adjacent during the COVID-19 pandemic (the 2021 variation was moved from its accustomed January slot to May and held with information measures).

Beyond the accumulation floor, Mexico plans to infuse the metropolis of Madrid with elements of its nationalist culture. The lineup volition see lucha libre wrestling, h2o parades featuring the brightly colored boats that ply the canals of Xochimilco, massive alebrije sculptures, concerts, catrina processions, and manner shows with accepted textiles.

Mexico volition besides spotlight the comparatively caller Maya Train and the country’s relation arsenic a co-host for the 2026 FIFA World Cup adjacent summer. Its pavilion volition see a conception for the shot tournament’s 3 big cities successful Mexico: Mexico City, Monterrey and Guadalajara.

And past there’s the Taco Challenge, which volition absorption connected adding ingredients from Spain into traditional Mexican tacos, resulting successful unsocial creations meant to item some countries’ gastronomy — portion besides generating buzz.

Specific details specified arsenic the nonstop rules, participating cook lineup and judging criteria are expected to beryllium revealed person to the event.

The promotion comes amid growing momentum for Mexican tourism, which welcomed 47.4 cardinal planetary visitors from January done June 2025, up 13.8% from the twelvemonth prior.

In August, President Claudia Sheinbaum said that the Tourism Ministry is aiming to found Mexico arsenic the 5th most-visited state successful the satellite by 2030, from sixth position astatine present. Mexico was besides the sixth most-visited successful 2018.

The United States, Canada, and Argentina stay the main sources of visitors to Mexico, truthful officials are excited to grow their country’s beingness successful Europe — and unfastened up people’s eyes that determination are destinations beyond Cancún.

FITUR 2025 drew much than 250,000 attendees from 156 countries. The spouse state was Brazil.

With reports from El Debate, Reportur.mx and Aristegui Noticias