European roadshow puts Jalisco’s tourism on the international map

Touring 8 cities and 3 travel shows in Europe

As part of its global strategy for tourism diversification, Michelle Fridman, Ministry of Tourism of the State of Jalisco, personally carries out this promotional tour through Europe from 23 September to 10 October and from 3 to 7 November, 2025.

With a firm focus on expanding its international projection, the roadshow will make strategic stops in Paris, Warsaw, Frankfurt, Barcelona, Madrid, Rome, Milan and London, including its participation in three of the most relevant tourism events in the region. It started with IFTM Top Resa B2B fair in Paris. It will then be presented in Rimini (Italy) at TTG Expo to finally finish at World Travel Market in London, UK.

In addition to strengthening tourism promotion, one of the central objectives of this tour is to present the tourism investment opportunities offered by the state, both inland and on its Pacific coast. Michelle Fridman highlights that high-potential projects for luxury tourism, hospitality, and sustainable experiences are being developed.

An immersive experience of Jalisco in Europe

The tour aims to particularly strengthen ties with large European markets—especially France, Italy and the United Kingdom—which represent a high strategic value because their travelers tend to extend their stays and generate greater economic benefits during their visits to Mexico.

In Paris, Fridman highlighted France tourism’s potential as French travelers have a keen interest for history, culture and gastronomy. She expressed her hope for a direct flight to Guadalajara from Paris. For the time being, there is only one non-stop daily Aeromexico route to Europe with Madrid. Lufthansa also flies four times a week to Guadalajara with a stop in Mexico City.

Under the motto “Jalisco is Mexico”, the iconic destination presents in each city on its European itinerary its latest tourism offerings during an immersive event where mariachis and gastronomic highlights are part of the discovery.

Each event consists of:

– Destination presentations with new products, experiences and events;
– Gastronomic experiences and tastings of regional spirits such as tequila and raicilla;
– Meetings with specialized press, opinion leaders and influencers in the travel sector;
– Training for travel agents to strengthen their knowledge of the destination and its
sales potential;
– Meetings with key industry players to foster business development and strategic
alliances.
” This is one of the most intense and important international activation we have carried out in recent years,” said Fridman . “It reflects our commitment to positioning Jalisco as an essential destination for European travelers seeking authenticity, culture, and exceptional experiences.”

Positioning Jalisco as the vibrant heart of Mexico

The birthplace of mariachi and tequila, Jalisco is the soul of Mexico: a destination that embodies the country’s essence, tradition, and hospitality.

Among its attractions, highlights include :
– Guadalajara , the state capital, dynamic, creative and with a rich cultural and
architectural life;
– 12 ‘Magical Towns’ (Pueblos Magicos) , such as Tequila and Tlaquepaque, full of history, art and charm;
– Seaside holidays in Puerto Vallarta and Costalegre , the latter positioning itself as an emerging jewel of luxury tourism in the Mexican Pacific;
– Lake Chapala , the largest in Mexico, surrounded by natural landscapes and artisan communities.

In 2026, Jalisco will be a protagonist in two international milestones: it will be one of the host destinations of the FIFA World Cup and will celebrate the Year of Jalisco Gastronomy. The latter is recognizing the State’s culinary diversity and its influence on national and international cuisine. The state has three important designations of origin, such as tequila, raicilla and the Yahualica chilli, which is an essential part of its identity and global Mexican reach.

Jalisco is a true reflection of Mexican authenticity, ideal for travelers seeking
immersive, high-quality experiences with a unique touch. It is also a heavyweight in Mexico tourism. The State ranks second nationally in hotel offerings and according to the federal Ministry of Tourism, Jalisco contributes 7.4% of Mexico’s tourism GDP.

From January to April 2025, 11 million people visited Jalisco, a 1.6% increase compared to the same period in 2024.

International tourist arrivals represent meanwhile over 3.5 million travelers of which the largest part comes from the USA and Canada. Both countries generated 96% of all international arrivals in the first half of 2024 -the latest available data. In 2024, the airports of Guadalajara and Puerto Vallarta welcomed 9.87 million international passengers. Guadalajara alone recorded 5.91 million international passengers.