Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, and Gabriela Cuevas Barrón, the country’s representative for the 2026 FIFA World Cup, have unveiled a national tourism strategy designed to harness the full potential of the world’s biggest sporting event.
Unveiled at Punto México before business chambers, tourism organizations, and industry leaders, the plan lays out concrete actions to promote Mexico to millions of visitors and global audiences during the month-long tournament.
A Tournament for the Entire Country
Rodríguez stressed that the strategy is designed to benefit all 32 states, not just the three host cities – Mexico City, Guadalajara, and Monterrey. By coordinating public and private efforts, the government aims to welcome more than 5.5 million additional visitors, generate investment, create jobs, and strengthen Mexico’s image as one of the world’s leading tourism and cultural destinations.
The 2026 FIFA World Cup will be the largest in history, with 48 teams competing in 104 matches across Canada, Mexico, and the United States. Mexico will host 13 of those matches, including the opening ceremony and match at Mexico City Stadium (formerly Estadio Azteca) on June 11,2026. The stadium will become the only venue in the world to have hosted three World Cup openers, after doing so in 1970 and 1986.
“This is a once-in-a-lifetime opportunity to trigger new investments, strengthen tourism employment, and promote Mexico as what it truly is: one of the most important destinations in the world,” Rodríguez said.
National Tourism and Cultural Programs
The federal strategy includes a wide range of initiatives to highlight Mexico’s culture, gastronomy, and heritage during the tournament.
From June 5 to July 22, the México de mis Sabores Gastronomic Festival will take place at Campo Deportivo Militar Marte in Mexico City, showcasing regional cuisines from across the country. Specially designed tourist routes will connect visitors with attractions in and around host cities, while archaeological zones will host demonstrations of the traditional Mesoamerican ballgame.
A National Soccer Championship among Pueblos Mágicos, planned for late 2025, will blend sport and cultural tourism in some of Mexico’s most emblematic towns. In addition, the Rutas Mágicas de Color program will carry out beautification projects in select Pueblos Mágicos, enhancing public spaces for residents and visitors.
Host City Preparations
Each host city is developing its own plans to ensure visitors enjoy a world-class experience.
In Mexico City, Secretary of Tourism Alejandra Frausto Guerrero, who also serves as Technical Secretary of the Mexico City World Cup Committee, highlighted the 3-billion-pesos renovation of Mexico City Stadium. After the tournament, the stadium will be transformed into a convention and trade fair center, providing a lasting venue for international events.
In Jalisco, Secretary of Tourism Michelle Fridman Hirsch announced the creation of new tourism routes and experiences to encourage visitors to explore beyond Guadalajara. Upgrades to airport and hotel infrastructure are underway, and Zapopan Mayor Juan José Frangie Saade, General Coordinator of the World Cup in Jalisco, emphasized that this will be the first time the Mexican national team plays in the state. Both officials noted the importance of ensuring the tournament’s benefits reach communities across Jalisco.
In Nuevo León, Secretary of Tourism Maricarmen Martínez Villarreal outlined the state’s three-pillar plan – public works, Ponte Nuevo, and FIFA experience – focusing on infrastructure improvements, public safety, space renovation, and reforestation. The goal is to position Nuevo León not only as an industrial powerhouse but also as a leading tourism destination.
Historic Hosting Legacy
The 2026 FIFA World Cup will make Mexico the first country to host the tournament three times. In 1970, Pelé led Brazil to victory, while in 1986, Diego Maradona delivered one of football’s most iconic performances, guiding Argentina to the title.
In 2026, matches in Mexico will be held at:
- Mexico City Stadium in Mexico City(opening match)
- Estadio Akron in Guadalajara
- Estadio BBVA in Monterrey
FIFA has also unveiled the first-ever city-specific official posters for a World Cup, with designs celebrating each host city’s passion for football.
Working With the Private Sector
Rodríguez called for active participation from private companies in the tourism, hospitality, and service industries. She emphasized that public–private partnerships will be essential to maximizing the World Cup’s economic, cultural, and social impact.
“We are ready to make the 2026 World Cup the best in history,” she said. “In coordination with the three levels of government and the host city committees, Mexico will showcase itself to the world as the great tourism and cultural power it is, bringing the benefits of this event to every corner of the country, as instructed by our President, Claudia Sheinbaum Pardo.”
Gabriela Cuevas Barrón added that the scale of this edition provides a unique chance to build long-term infrastructure, cultural programs, and community engagement projects that will last far beyond the final whistle.
Tournament Details
The FIFA World Cup 2026 will take place from June 11 to July 19, 2026, in 16 cities across Canada, Mexico, and the United States. Mexico will host 13 matches, including the highly anticipated opening match in Mexico City. Organizers estimate that the event will attract 5.5million additional visitors to Mexico, creating significant opportunities for tourism promotion and economic growth.
By combining infrastructure upgrades, cultural programming, and nationwide engagement, Mexico’s strategy aims to create not just an unforgettable tournament but also a legacy that strengthens tourism, fosters pride, and benefits communities across the country.
For more information on the FIFA World Cup2026™ and Mexico’s preparations, visit: www.fifa.com
