The Mexican Caribbean will be the International Guest Destination at ANATO’s 2026 Tourism Showcase, which will take place from February 25 to 27 at Corferias, further strengthening the relationship between Colombia and Mexico.

Between January and September 2025, 224,411 passengers traveled from Colombia to Cancún. And according to the ANATO – ETA Quarterly Survey, Mexico ranks among the top three most-marketed international destinations by Associated Travel Agencies.

For the first time, the Tourism Showcase will occupy the entirety of Corferias. The Gran Salón will become the exclusive area for international exhibitors, capacity for ANATO Capacita Tech will be increased, and the experiential zones will be renewed.

ANATO’s Tourism Showcase celebrates its 45th anniversary in 2026, reaffirming its position as a world-class event and the key professional meeting point for the entire tourism value chain. For this edition, the Mexican Caribbean has been selected as the International Guest Destination of Honor, recognized as one of Mexico’s most iconic regions.

Colombia and the Mexican Caribbean continue to strengthen a strategic tourism relationship, driven by the growing interest of Colombian travelers in sun-and-beach destinations. In 2024 alone, more than 236,000 Colombians visited the Mexican Caribbean, representing 38.6% of all Colombians who traveled to Mexico and 2.3% of all international tourists arriving in the region.

“These figures confirm that the Mexican Caribbean is one of the preferred destinations in the region. For this reason, at ANATO we are pleased to announce that this Mexican state has been chosen as the International Guest Destination of Honor for our 45th edition of the Tourism Showcase, which will take place from February 25 to 27 at Corferias, Bogotá,” stated Paula Cortés Calle, ANATO’s Executive President.

The International Guest Destination of Honor in Numbers

The Mexican Caribbean was selected as Guest of Honor in part because, according to the ANATO – ETA Quarterly Survey from July to September 2025, Mexico—especially Cancún—ranked among the top three international destinations most marketed by Associated Travel Agencies, with a share of 15.8%, surpassed only by Spain and the Dominican Republic. Additionally, more than 50% of Colombian tourists purchase sun-and-beach products, a segment in which the Mexican Caribbean is a global reference.

Furthermore, during the first nine months of 2025, 224,411 passengers traveled from Colombia to Cancún, the most representative city of the Mexican Caribbean in terms of tourism impact. Air connectivity stands out with direct routes from Bogotá and Medellín to Cancún, offering a total of 33 weekly direct frequencies and more than 5,900 available seats, reaffirming the importance of this route for the airline industry and Travel Agencies in Colombia.

“It is an honor for the Mexican Caribbean to be the international guest destination at the 45th edition of the ANATO Tourism Showcase. This distinction positions us as the tourism leader of Latin America and reaffirms our commitment to strengthening relationships with the Colombian and Latin American markets. We are ready to showcase the diversity of experiences offered by our 12 destinations, always innovating to exceed every traveler’s expectations. The Mexican Caribbean welcomes you with open arms!” said Andrés Martínez, Director General of the Quintana Roo Tourism Promotion Council.

What’s New for the 45th ANATO Tourism Showcase 2026

This edition will feature new exhibition space layouts to provide greater organization, visibility, and dynamism for all participants. International exhibitors will have a unified and expanded pavilion. Meanwhile, the national exhibit will be organized by tourism regions, making it easier to navigate and identify the offerings.

Additionally, recreation areas and experiential spaces will be included to foster stronger connections among industry players and enrich the event experience.

Another highlight is ANATO Capacita Tech, a training space for tourism entrepreneurs focused on technology, innovation, digital marketing, and industry trends. In 2025, it gathered over 1,700 participants across 18 sessions, exceeding expected attendance by 134%. Given its strong reception, capacity will be expanded in 2026, with the goal of training more than 2,000 participants.

“Having the Mexican Caribbean as the guest destination for the ANATO Tourism Showcase 2026 strengthens collaboration between airlines and Travel Agencies, boosting promotion between both destinations and creating new business opportunities,” added ANATO’s Executive President.

Source: National Institute of Migration of Mexico, Aerocivil, and ProColombia