Chihuahua calling at ITB Berlin: discovering the ultimate Mexican frontier experience

When travelers think of Mexico, they often picture the beaches of Cancún or the resorts of Los Cabos. Yet far from the coast lies a destination that redefines the country’s tourism narrative: the State of Chihuahua, known proudly as “El Estado Grande.” Vast, rugged and deeply authentic, Chihuahua offers an experience that changes the “postcard” perception of any Mexico itinerary beyond the expected.

Mexico Undersecretary of Tourism Nathalie Desplas Puel highlighted in an introduction the strength of Mexico tourism. The country today ranks among the world’s leading tourism destinations, welcoming 47.8 million international visitors in 2025.

It holds first place globally for natural resources and fifth for cultural resources, while domestic tourism remains exceptionally strong, with more than 109 million Mexicans traveling within their own country last year.

“This diversity and scale provide the backdrop for understanding Chihuahua: a state that encapsulates Mexico’s color, culture, textures and, above all, its people. Hospitality here is not just a service—it is a deeply rooted value, especially within indigenous communities that are central to the country’s tourism strategy,” stated Puel, in fact a Chihuahua-native…

Chihuahua, a Mexican State sharing cultural similarities with the USA

Chihuahua might be Mexico’s largest state, it is one of the least known by travelers. It is bordering the United States and is shaped by dramatic landscapes and frontier history.

At its heart lies the spectacular Copper Canyon (Barrancas del Cobre), a canyon system four times larger than the Grand Canyon and one and a half times deeper in certain sections. Unlike its U.S. counterpart, Copper Canyon is not a single gorge but a vast network of canyons carved into the Sierra Madre. It is a living landscape as a home to villages, farms and ancient cliff dwellings that have been inhabited since pre-Hispanic times.

The most iconic way to explore this terrain is aboard the legendary El Chepe train, which links the city of Chihuahua with Los Mochis on the Pacific coast. This engineering marvel winds from high plains into plunging ravines, crossing bridges and tunnels while offering panoramic views inaccessible by road. Travelers can hop off in mountain towns such as Creel, stay in boutique lodges clinging to canyon rims, hike for days with expert guides, or ride horseback along remote trails. It is slow travel at its most immersive.

Adventure is only part of the story. Chihuahua is also the ancestral homeland of the Rarámuri (Tarahumara) people, renowned for their endurance running traditions and resilient mountain culture. Community-based tourism initiatives invite visitors to engage respectfully with indigenous heritage, crafts and gastronomy, ensuring tourism benefits local populations directly.

Culturally, Chihuahua embodies the spirit of North America’s frontier. The cowboy tradition—boots, hats, saddles and rodeo—has deep roots here, influenced by Spanish colonial ranching long before it became mythologized north of the border. The state also played a pivotal role in the Mexican Revolution, as the base of revolutionary leader Pancho Villa. History enthusiasts can explore museums and former haciendas that tell the story of a movement that reshaped modern Mexico.

Nature in Chihuahua surprises year-round. Winters can bring snow to the Sierra Madre highlands, transforming the landscape into a striking alpine scene. Elsewhere, eroded rock formations evoke classic Western film sets, and protected natural areas offer hiking, canyon rappelling, suspension bridges and cable car experiences.

For European travelers seeking an alternative to Mexico’s beach image, Chihuahua delivers scale, authenticity and adventure. It is Mexico without the clichés—no palm-fringed resorts, but immense skies, deep gorges and a sense of discovery that feels both timeless and refreshingly untouched. In a country celebrated for its diversity, Chihuahua stands out as the ultimate inland frontier: raw, real and ready to be explored.

ITB Berlin Hall 22-203