Mexico's Morelos and Michoacán unveil new tourism promotion initiatives

The Morelos state tourism secretariat announced a comprehensive plan to transform Huitzilac, now part of the Mexico City metropolitan area, into a tourist hub. The strategy includes distinctive signage, visual elements in Coajomulco, continued work on the "Rutas Mágicas de Color" project in Tres Marías, and coordination with municipal and federal authorities to address traffic and safety concerns.

In Michoacán, officials are targeting Chinese visitors to boost international exposure. After a meeting between Chinese ambassador Chen Daojiang and Governor Alfredo Ramírez Bedolla, the state launched a WeChat presence, promoted its offerings at the ITB China fair, and highlighted direct flight connections to facilitate longer stays of eight to fifteen days. The initiative aims to capture a share of the roughly $135 billion annual spend by Chinese tourists, which generated over $300 million in Mexico in 2025.