Nayarit, on the Mexican Pacific coast, is presenting itself at Fitur 2026 as a destination with solid conditions to receive tourism and investment, combining tourism offerings, institutional stability and quality of experience, in a model that seeks to sustain itself in results and a long-term vision, according to Juan Enrique Suárez del Real, Secretary of Tourism of the Mexican state.

At the International Tourism Fair in Madrid, where Mexico will attend as a partner country—with the presence of all federal entities and greater visibility in the international market—, Suárez del Real emphasizes that its participation takes on an “exceptional” character due to the defined public tourism policy that it says it has built, as well as its focus on environmental sustainability and a governance that articulates the public, private and social sectors.

The Secretary of Tourism of Nayarit maintains that, in recent years, tourism has consolidated itself as one of the pillars of local economic development, with a high influx of visitors and constant growth of the supply, being one of the main destinations of the Riviera Maya.

In this context, the state states that it has strengthened its tourism model with long-term policies focused on territorial planning, professionalization of the sector, tourist security, and integration of communities into the economic dynamics of tourism.

One of the key strengths is its leadership in attracting foreign investment in tourism, with a portfolio of projects driven by international groups in the luxury and ultra-luxury segments, “lifestyle” hospitality, tourist residential developments and high-value experiences.

All of this is under a coordination scheme between state agencies, municipal authorities and the private sector to facilitate planning and authorizations “without compromising” regulatory compliance.

The official adds that environmental sustainability is a central part of the model, incorporating criteria for landscape integration, respect for ecosystems and responsible use of natural resources, as well as collaboration with academic institutions, service providers, civil society and municipal authorities to promote local employment, regional supply and community acceptance of new developments.

At Fitur 2026, Nayarit plans to participate in spaces such as ‘FIESTA MÉXICO’ and in the official reception organized by the Federal Ministry of Tourism, with a focus on international media and investors, while also sponsoring Table 4 ‘The future of tourism communication’.

It also highlights its presence on the board of affiliated members of UN Tourism, as part of its connection with the global agenda on sustainability and governance of the sector.