Baja California brought its tourism pitch to Madrid this week with a strong presence at the International Tourism Trade Fair (FITUR), one of the world’s largest and most influential travel industry events.
The state delegation, led by Tourism Secretary Miguel Ángel Badiola, is using the global forum to spotlight Baja California’s food scene, wine industry, and growing appeal as a high-value travel destination. Meetings with tour operators, airlines, and hotel chains are focused on expanding the state’s international reach and attracting new markets.
FITUR, held annually in Spain’s capital, brings together tourism authorities, companies, and destinations from more than 160 countries. Mexico has a prominent presence at the fair, with Baja California featured as part of the national pavilion.
Badiola said the Baja California delegation includes chefs, winemakers, and tourism service providers, underscoring the state’s strength in culinary tourism and enotourism.
“We’re joined by an important group of chefs, wineries, and tour operators,” Badiola said. “We’re promoting Baja California’s cuisine and the fact that more than 70% of Mexico’s wine is produced in our state.”
According to the tourism secretary, the agenda includes meetings with international tour operators to promote the destination, discussions with hotel chains about potential investment, and talks with airline executives aimed at expanding international flight options into Baja California.
Baja California’s participation comes as part of Mexico’s broader effort at FITUR to showcase destinations, culture, gastronomy, and investment opportunities on a global stage. The event is widely seen as a key platform for business deals and international tourism partnerships.
For Badiola, the fair also marks a personal and professional milestone. It is his first major international event since taking office earlier this month.
“This is my first global tourism event representing Baja California, and it carries a lot of responsibility,” he said. “There’s no time for excuses. I have to honor the trust the governor placed in me with concrete results.”
Badiola also noted the trip carries personal significance, as members of his family live in Spain. He recalled attending an event with Spain’s royal family years ago and said the current monarchs are scheduled to inaugurate Mexico’s pavilion at the fair.
