Speaking from London, Michelle Fridman, Minister of Tourism for the state of Jalisco, delivered a clear message: “Jalisco is Mexico.”

From mariachi music and tequila to charrería and traditional crafts, the state is positioning itself as a living expression of national identity and a destination that goes far beyond its beaches. “When people think of Mexico, they’re thinking of Jalisco even if they don’t realise it,” Fridman said. “This brings both responsibility and opportunity on the global stage.”

That cultural influence will be on display in 2026. The state capital, Guadalajara, will host four FIFA World Cup matches, with Spain, Colombia and Uruguay among the teams set to play. Having already welcomed the tournament twice before, Jalisco is no stranger to major international events. “The World Cup is what everyone is expecting,” Fridman noted, “but we want visitors to experience the entire region, not just the football.”

Beyond Guadalajara’s museums, gastronomy and vibrant urban culture, Jalisco invites travellers to explore further afield. Just a train ride away, the town of Tequila sits at the heart of the UNESCO-listed agave landscape. Visitors can follow two tequila routes and discover raicilla, one of the area’s lesser-known spirits.

While Puerto Vallarta remains an important entry point for tourists, Fridman was keen to stress it is “not just a beach resort”. Forests, mountains and nearby Magical Towns enrich the experience and encourage longer stays.

Behind the strategy is a long-term focus on inclusive tourism, new cultural and wine trails, and higher standards for hotel development. For Fridman, the promise is simple: “People leave Jalisco in love — with the place, and with Mexico itself.”

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