Guanajuato promotes cultural tourism at JATA Expo in Japan

The government of Guanajuato, through its Secretariat of Tourism and Identity (SECTURI), is participating in the JATA Tourism Expo Japan 2026 to promote the state's cultural and gastronomic identity. The mission aims to connect with international tourism operators and agencies by showcasing local crafts, wines, and spirits, such as Tequila Corralejo.

Key elements of the presentation include the state's traditional hat-making craftsmanship and various culinary products. This initiative aligns with the ‘Guanajuato SUMA’ strategy led by Governor Libia Dennise García Muñoz Ledo. The promotion targets specific preferences of Japanese travelers, who showed a strong interest in cultural tourism in 2025, with 50 percent of visitors engaging in activities related to culture, traditions, architecture, and handicrafts. In 2025, Japan was the fourth largest international market for Guanajuato, contributing 156,480 visitors.