Mexico’s ASETUR 70th Assembly Boosts Film‑Tourism Strategy
The 70th Ordinary Assembly of the Association of Secretaries and Secretaries of Tourism of Mexico (ASETUR) was convened in Durango on 28 July 2026. The meeting, chaired by ASETUR President Roberto Monroy García, brought together tourism secretaries from all Mexican states, including the governors of Durango, Michoacán and Sinaloa, to adopt a national strategy that positions film‑tourism, or “tourism of screen,” as a catalyst for economic growth.
Industry representatives Diana Álvarez Segoviano (COMEFILM), Jorge Alberto Medina Arauna (AMFI) and Mauricio Durán Ortega (CANACINE) presented the benefits of audiovisual production for hotel occupancy, local commerce and job creation. The assembly approved a set of tourism‑promotion measures covering innovation, sustainability and professionalisation, and highlighted recent legislative steps such as Sinaloa’s new Film Law of 18 June 2026 that aims to attract productions.
Participants stressed that coordinated state‑level actions and the sharing of successful case studies would help Mexico become one of the world’s leading film‑tourism destinations.
Entities: ASETUR · Benjamín Hernández Rodríguez · Diana Álvarez Segoviano · Durango, Mexico · Esteban Alejandro Villegas Villarreal · Esteban Villegas Villarreal · Film tourism · Jorge Alberto Medina Arauna · Mauricio Durán Ortega · Roberto Monroy García · Sinaloa
Claims
What the coverage asserts, and how well corroborated each claim is across sources.
- [● 4 SOURCES] ASETUR President Roberto Monroy García emphasized the importance of knowing each entity's strengths to exchange successful cases. (multiple sources)
- [● 4 SOURCES] ASETUR aims to design more effective promotion strategies for the federative entities. (multiple sources)
- [● 7 SOURCES] The 70th Ordinary Assembly of ASETUR was held in Durango on July 28, 2026. (July 28‑29 2026 assembly dates)
- [● 4 SOURCES] Diana Álvarez Segoviano (COMEFILM), Jorge Alberto Medina Arauna (Independent Filmmakers Association) and Mauricio Durán Ortega (CANACINE) participated and presented opportunities to attract audio‑vis‑ (multiple sources)
- [● 4 SOURCES] Benjamín Hernández Rodríguez, Secretary of Tourism of Tamaulipas, highlighted analysis of main strategies to strengthen tourism. (multiple sources)
- [● 4 SOURCES] The assembly discussed themes including innovation, sustainability, professionalisation and promotion studies. (multiple sources)
- [● 4 SOURCES] Representatives from all 32 Mexican states participated in the assembly. (multiple sources)
- [● 4 SOURCES] Governor Esteban Alejandro Villegas Villarreal mentioned the historic northern economic corridor comprising Sinaloa, Durango, Coahuila, Nuevo León and Tamaulipas. (multiple sources)
- [● 5 SOURCES] Governors Esteban Villegas Villarreal (Durango) and Benjamín Hernández Rodríguez (Tamaulipas) participated in the assembly.
- [○ 1 SOURCE] Sinaloa approved a new Film Law on June 18 2026 to attract audiovisual productions.
- [● 4 SOURCES] The assembly produced strategies on innovation, sustainability, professionalisation and promotion for tourism.
- [● 5 SOURCES] The assembly emphasized film‑tourism, using cinematic locations to boost local economies.