MICE tourism shines in Guanajuato, Mexico

A year ago, Guanajuato hosted the 19th edition of the International Tourism Congress on its soil. The theme of that convention was: “Tourism, a driver of global development.” Today, Guanajuato is proud to have six cities available for business tourism.

In terms of tourism, the province ranks fifth. The city of Guanajuato is an important destination worldwide. It is one of the state’s World Heritage cities, and is both university and historic.


“Guanajuato is a cultural destination that is currently committed to MICE (Meetings, Incentives, Conferences and Exhibitions) tourism. The capacity and tourism infrastructure of cities such as León, Guanajuato, San Miguel de Allende, Irapuato, Celaya, and Silao allow participants to enjoy the destination. Take and participate in a conference, convention, or exhibition,” said Juan José Alvarez Brunel, Secretary of Tourism of Guanajuato, in an exclusive interview with TravelPulse.

Ramón Godínez Ortiz, president of the Mexican Association of Psychiatry and Thanatology (Ampytac), said that in 2000 “we started this convention to constantly prepare and share ideas according to the current times. Today, there are very few academic conferences. With this approach and tourism activity in the world Related, and Guanajuato has welcomed us very well.”

Efforts to focus

“Tourism is one of the economic activities that creates good conditions of well-being and development, creates jobs, distributes economic revenue, and supports the preservation of cultural and natural heritage,” added an official from the state of Guanajuato.

For this reason, through the Ministry of Tourism, the state government is challenged to focus on efforts to strengthen emerging measures, improve operational efficiency and provide better services to participants.

Together, the six cities of Guanajuato manage to attract national and international events in more than 83,000 square meters of exhibition floor in different locations of Guanajuato.

The state of Guanajuato ranks fifth nationally in tourism.

Figures from the Guanajuato Tourism Observatory from September 2020 to January 2021 show that 3 million people visited the city of León, resulting in an economic revenue of 425,000 (8.5 million pesos) and a hotel occupancy rate of 20 percent.

Statistics show that more than 710,000 tourists visited the hotel during this period, occupying 496,000 rooms. Visitors stayed an average of 1.2 days. The Observatory also points out that these were the main activities they carried out:

– Leisure/entertainment: 37 percent

– Shopping: 20 percent

-Business/Work: 19 percent

-Cultural/religious activities: 13 percent

– Mice: 8 percent

– Gastronomic: 1 percent

-Health: 1 percent

-Romance: 1 percent

Demographic details of tourists show that 57 percent of the total number of visitors are males aged 39 and 43 percent are females of the same age. It also shows that 58 percent are from the same state, 40 percent are national and 2 percent are international. 41 percent were tourists and 51 percent were tourists.

At the state level, these are the main cities of origin:

– Sewage: 22 percent

-Iraputo: 20 percent

– Guanajuato: 18 percent

-Sela: 11 percent

In 2022 there will be 107 events in Lyon, putting Lyon on the world map, we continue to lead events at national and Latin American levels.
Lyon is no longer just a city of leather and shoes but also a host of important events.

Leon, a development pole

Alvarez Brunel pointed out that Leon has ideal infrastructure for conferences, exhibitions and business tourism. “Leon is no longer just a city of leather and shoes, but also a host of important events, services and business tourism. We want to welcome visitors from Mexico and the world with open arms,” ​​said the tourism secretary of Guanjuato.

The main reason for visiting the city is shopping tourism with 29 percent and business/business tourism with 27 percent.

Meeting tourism in Lyon in 2021 exceeded expectations. The city’s economic spillover was US$5.8 million (116.5 million pesos) while the projection for the first quarter of that year was US$3.75 million (75 million pesos).

The city hosted 75 congresses and business events last year, 30 of which were held in the previous four months. In addition, 15 events were supported by the municipality; Nine were prisoners, and six were passengers, 28,306 persons attended in person.

Guanajuato is one of the best tourist destinations with 45 percent of tourism coming from neighboring states.

Expectations for 2023 are favorable. Lyon already has five confirmed events: National Meeting of Clinical Chemists; National Congress of Clinical Nutrition and Nutrition Therapy; Mexican Congress of Orthopedics and Traumatology; and the Perio Master Clinic (Periodontics), a world event postponed to 2022 due to sanitary conditions arising from Covid-19.

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