San José, Costa Rica – At the 12th FIEXPO Latin American Political Forum 2025, Guanajuato firmly established itself as a key player in reshaping the future of business tourism in Latin America. Under the theme “Harnessing the Transformative Power of Meetings,” the event brought together over 300 international buyers from the MICE sector (Meetings, Incentives, Conferences & Exhibitions), reinforcing Guanajuato’s status as a destination with identity, strategy, and global vision.
Led by the State Secretariat of Tourism and Identity, the Guanajuato delegation presented a comprehensive proposal that went beyond logistics: a vision of business tourism as a driver of sustainable, resilient, and human-centered development. With world-class infrastructure like the Poliforum León, strategic air and ground connectivity, and a unique cultural and heritage offering, the state reaffirmed its leadership in the MICE segment.
“Geopolitical maps change, but destinations with identity and strategy remain competitive. In Guanajuato, we are not waiting for the future—we are designing it,” stated Secretary María Guadalupe Robles León during her address.
Today, Guanajuato boasts six specialized MICE destinations—León, Guanajuato City, San Miguel de Allende, Irapuato, Celaya, and Silao—along with over eight international-grade venues and more than 2,500 event-certified hotel rooms. The state is also promoting emerging routes in regions such as Tierra Blanca, Xichú, and Atarjea, integrating nature tourism, spirituality, and culture into its offerings.
The state’s strategy aligns with the Global Sustainable Tourism Criteria (GSTC), focusing on three key pillars:
- Environmental: conservation and climate mitigation
- Economic: strengthening local supply chains and employment
- Social: inclusion, community engagement, and heritage protection
FIEXPO 2025 served not only as a showcase of Guanajuato’s MICE capabilities, but also as a platform for strategic partnerships, international certifications, and positioning the state as a leader in innovation, artificial intelligence, and sustainability in the business tourism sector.
With a national industry representing 1.52% of Mexico’s GDP and over 300,000 events held annually, Guanajuato is not just part of the present of the MICE industry—it is shaping its future through vision, identity, and collaboration.
