As a new Destination Member, Jalisco is the only Mexican state participating in World Travel & Tourism Council (WTTC) activities, alongside international leaders such as Justin Trudeau and José María Aznar
As a new WTTC Destination Member, Jalisco strengthened its international presence through business meetings and strategic networking to advance new investment and tourism opportunities for the state
JALISCO, Mexico, Oct. 21, 2026 /PRNewswire/ — To strengthen international promotion, attract investment, and diversify its tourism offerings, the Government of Jalisco, through its Ministry of Tourism, participated in World Travel & Tourism Council (WTTC) activities from October 6 to 9. Jalisco es México recently joined the organization as a Destination Member, and Jalisco is the only Mexican state participating this year.
The international visit to Malta brought Jalisco’s tourism vision to discussions with industry leaders and opened strategic conversations on investment, destination diversification, luxury tourism, cruises, innovation, and tourism intelligence.
During the second day of the WTTC Global Summit 2026, held in Malta, Michelle Fridman Hirsch, Jalisco’s Secretary of Tourism, attended talks by Justin Trudeau, former Prime Minister of Canada; José María Aznar, former Prime Minister of Spain; and Ana Botella, former Mayor of Madrid.
The agenda included meetings with ministers from other countries and representatives of Flair Airlines, Virtuoso, and MSC Cruises, as well as discussions with international companies and partners to explore opportunities for investment, promotion, and tourism development.
One of the main priorities of Jalisco’s participation was to promote a multi-destination model that extends development beyond established destinations. This vision was presented during the panel “Destination Stewardship – The Right Kind of Growth,” in which Fridman Hirsch participated alongside representatives of Visit California, the European Parliament, the Malta Tourism Authority, and Turespaña.
The discussion explored how to guide tourism growth not only by visitor numbers, but also by the profiles of travelers destinations seek to attract, the geographic distribution of visitor flows, and mobility between destinations.
“We are changing those indicators and adopting an initiative that allows us to continue growing productively and sustainably, to understand where we are and where we are headed. We are moving from individual destinations to a multi-destination approach,” she said.
During the WTTC destination leaders’ gathering, the secretary also exchanged experiences on investment and responsible management with representatives from various international markets, with an emphasis on diversifying tourism offerings and achieving balanced growth.
In meetings with industry companies, Jalisco explored opportunities for new hotel developments with Accor, a group operating in more than 110 countries with a portfolio of over 5,800 hotels and properties, particularly in the luxury, premium, and lifestyle segments.
Discussions with MSC Group focused on initiatives to strengthen Puerto Vallarta as a cruise destination through increased port calls, new routes, infrastructure, and shoreside experiences, as well as its potential inclusion in future expansion strategies for MSC Cruises and Explora Journeys.
In the luxury tourism segment, Fridman Hirsch met with Virtuoso, an international network specializing in luxury travel, to explore a potential partnership as a Virtuoso Preferred Destination. This collaboration would connect Jalisco’s tourism offerings with specialized advisors and high-value travelers through personalized experiences.
“We are learning from well-established destinations how to diversify and refresh our offerings. We are looking for stories that attract travelers who generate greater value and benefits for destinations, who stay longer, consume local products, and, above all, connect with our culture,” she noted.
Jalisco’s cultural identity is one of the pillars of this strategy and, according to the Secretary of Tourism, one of its main competitive advantages.
“We want to maintain Jalisco as a destination with tremendous diversity, world-class infrastructure, and, above all, a strong identity, because a destination’s identity cannot be bought, and Jalisco is the most Mexican destination,” she added.
Participation in the WTTC Global Summit 2026 strengthens Jalisco’s strategy to attract investment, expand partnerships, diversify tourism flows, and consolidate its international positioning as a competitive, diverse destination with an identity of its own.
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SOURCE Jalisco Tourism Board
