Mexico Launches Tourism Roadshow in Montreal

Mexico’s Tourism Roadshow officially launched in Montreal, marking the beginning of a tour that will visit several cities across Canada, the United States, and Europe. Canada ranks among Mexico’s top five inbound tourism markets, making it a strategic destination for initiatives aimed at promoting community-based tourism and further strengthening the country’s market readiness.

Marcela Camacho Lozano, Director General of Tourism Product Innovation at Mexico’s Ministry of Tourism (SECTUR), led the delegation, which this year is showcasing the destinations of Michoacán, Nayarit, Ixtapa-Zihuatanejo, and the Mundo Maya region. In addition to promoting these destinations, the delegation highlighted major tourism infrastructure projects such as the Maya Train and Felipe Ángeles International Airport (AIFA). Officials noted that AIFA currently has the capacity to serve 20 million passengers annually and is expected to double that capacity by 2032. The airport also features several museums as part of its facilities.

“We want travel professionals to discover the Maya Train, an extraordinary infrastructure project, as well as AIFA, a modern airport with state-of-the-art facilities. We are also presenting attractive incentives designed to encourage the development of new tourism routes. We met with officials from Montreal’s airport, and the discussions were extremely positive. There is strong interest in opening new air routes to Mexico, so we are leaving very encouraged. We also had a productive meeting with Air Canada to facilitate collaboration and explore additional destinations,” Camacho said.

Beyond promoting Mexico’s tourism offerings, the Roadshow also seeks to identify tour operators and invite them to participate in the Tianguis Turístico, Mexico’s premier tourism marketplace, where industry professionals can gain in-depth knowledge of the country’s diverse destinations. The Mexican Consulate General in Montreal supported the initiative by helping convene local tourism stakeholders.

During the opening presentation, Consul Víctor Treviño welcomed attendees and acknowledged the efforts of Mexican President Claudia Sheinbaum and Canadian Prime Minister Mark Carney to maintain an ongoing dialogue on issues of shared interest. He noted that this cooperation has strengthened exchanges in strategic sectors, including tourism.

Following its launch in Montreal, the Mexico Tourism Roadshow will continue to cities including Phoenix, Houston, Los Angeles, and Vancouver before concluding in Barcelona. The program runs through November and also includes participation in several major international tourism trade shows, including IBTM World 2026, one of the world's leading events for the meetings, incentives, conferences, and exhibitions (MICE) industry, bringing together approximately 2,500 exhibitors from more than 150 countries.

“Mexico has always remained at the forefront of tourism trends by developing new products and promoting community-based tourism, which offers visitors authentic cultural experiences. Travelers can enjoy traditional cuisine prepared by local cooks, learning everything from how ingredients are grown to how they are transformed into regional dishes. They can also visit artisans in their workshops and homes, where they demonstrate traditional weaving techniques. These are unique experiences that appeal to travelers seeking authenticity,” Camacho explained.

According to Gustavo Rivas, tourism representative for Nayarit, the state is expanding its focus beyond its renowned beaches by promoting community-based tourism experiences. Visitors have the opportunity to meet local artisans and discover the craftsmanship behind traditional clothing, decorative objects, fine art, and handcrafted jewelry.

Alejandro Hernández Torres, Undersecretary for Tourism Promotion of the State of Michoacán, highlighted the natural bond between Quebec and Michoacán through one of the world's most remarkable natural heritage phenomena.

“The monarch butterfly begins its journey here, crossing the United States before reaching Michoacán after traveling nearly 5,000 kilometers. This extraordinary migration makes Michoacán the sanctuary of the monarch butterfly. During the FIFA World Cup, we believed the monarch butterfly should have been the emblem representing Canada, the United States, and Mexico.

Another of our great cultural treasures is the Night of the Dead celebration. In the Purépecha worldview, we celebrate those whose souls have transcended. That is why we say that in Michoacán people are not buried—they are planted, because something beautiful will bloom. Our gastronomy is another cultural heritage, preserved by our ancestral traditional cooks.

In short, Michoacán is the soul of Mexico because of its people, its traditions, its culture, and its history. Michoacán is an experience to be lived. We invite everyone to visit visitmichoacan.com.mx, where Tata Pancho, our AI-powered digital travel assistant, can help visitors organize their trip in real time and guide them step by step in planning their journey through Michoacán.”