Guanajuato, central Mexican state, situated between the arid north of the country and the lusher south, part of the Trans - Mexican Volcanic Belt, cradle of the National Independence and home to several relevant cities and towns, especially those along the "Bicentennial Route", famed for its stunning colonial architecture and also distinguished for being the only state in Mexico with two World Heritage Cities such as San Miguel de Alllende and Guanajuato capital launched a promotional campaign and is expecting a summer season with a high influx of tourists.
Guanajuato's tourism sector is experiencing a strong recovery and growth, particularly in international arrivals. The state is seeing increased visitor numbers particularly from the U.S. and is actively working to attract more tourists through events, promotions, and strategic marketing with a focus on sustainable and diversified tourism offerings. The state in addition is emphasizing wellness, nature - based experiences, and cultural immersion, aligning with post pandemic travel trends.
As confirmation of these relevant efforts, the state launched a summer campaign promoted by SECTURI, the Secretariat of Tourism and Identity of the State of Guanajuato contemplates a national promotion strategy that seeks to make visible the cultural, natural and gastronomic wealth of the 46 municipalities, strengthening consolidated destinations and promoting emerging ones.
The promotional campaign will be disseminate in the media and networks to enhance the presence of the state on digital platforms, as well as includes a coordinated work with travel agencies and tourism service providers.
Next to this positive trend concerning incoming tourism and launch of initiatives, the Secretariat of Tourism and Identity of the State of Guanajuato anticipates a summer season with a high influx of tourists, driven by the extension of the vacation period of the 2025 - 2026 school year.
This year, the return to school will be in September which means 46 days of vacation, 11 more than the previous year, and with it, greater opportunities for families to travel and enjoy the state attractions in the 7 regions of tourist vocation into which the state is divided.
The Secretary of Tourism and Identity of the Government of Guanajuato, María Guadalupe Robles León stated that from the World Heritage Cities to the magical towns, archaeological sites, artisanal and gastronomic routes, Guanajuato has a solid, integrated and constantly evolving tourism offer.
During the summer period, it is estimated that more than 592.000 tourists stay in hotels in Guanajuato, with an average occupancy of 38%. In total the entity expects to receive more than 2.9 million visitors, including tourists and excursionists, who could generate an economicof more than 7 billion 189 million pesos.
The Secretary highlighted the constant research for the integration of a consolidated valued chain mentioning the work of hoteliers, restaurateurs, producers, tourist guides, cooks and traditional cooks as drivers of the sector. In general, everything revolves around tourism, which is recognized for the quality of the offer the state has.
León will be the destination with the highest influx, projecting the arrival of more than 181.000 tourists and a hotel occupancy of 50%. In Guanajuato Capital, the arrival of 102.000 visitors is expected, with an occupancy of 34%, while San Miguel de Allende will receive more than 83.000 tourists, with an estimated occupancy of 36%.
In Celaya, more than 39.000 tourists are expected and an occupancy level of 35%, while Irapuato projects an occupancy of 35% with 58.000 visitors, and in Dolores Hidalgo, the cradle of the National Independence, occupancy will be 28%, with just over 14.000 tourists.
The Secretary added that there pride to see how Guanajuato is consolidated as a symbol of quality, tradition and modernity. This impulse is part of the entity strategic vision to promote the 46 municipalities of the state, because the excellent work doing things well and knowing how to share the best favour of residents, generating the ideal conditions to attract millions of visitors.
The Government seeks that communities are the main recipients of the good results of tourism, the commitment to the generation of social development is a priority, which boosts the local economy and strengthens the identity of Guanajuato elevating it as one of the most attractive destinations in the country.
Link
https://boletines.guanajuato.gob.mx/2025/06/19/guanajuato-espera-un-verano-con-alta-afluencia-turistica-con-mas-de-2-9-millones-de-visitantes/