León continues to expand its international presence with a strategy focused on bringing its attractions, experiences, and tourism products closer to new markets. As part of these efforts, the destination participated in Tourism Expo Japan 2026, one of the most important meetings in the tourism industry internationally.
The participation allowed the presentation of León’s tourism offer to companies, operators and representatives of the Japanese sector, as well as the establishment of business meetings aimed at generating new partnerships, marketing opportunities and promotion channels for the destination.
León was part of the Guanajuato tourism mission to Japan, where various destinations in the state showcased the diversity of cultural, gastronomic, and tourism experiences that international travelers can find.
During the professional days of Tourism Expo Japan, representatives from León held meetings with members of the Japanese tourism industry to explore opportunities for collaboration and to analyze the possibility of integrating the destination’s experiences into programs and circuits aimed at the public of that country.
Among the companies included within this agenda were Four Hands Co., Ltd.; SEIKISUI Travel; H.I.S. Co., Ltd. and SkyHub Co., Ltd., companies related to the operation of international travel, the representation of destinations and the marketing of tourism products.
Japan, a strategic market for Guanajuato
The Japanese market represents an important opportunity for the growth of international tourism in León and Guanajuato.
During 2025, Japan ranked as the fourth international market for visitors to Guanajuato, with 156,480 visitors, equivalent to 5.41% of the international tourism received in the state. This flow generated an economic spillover exceeding 375 million pesos.
The 2026 indicators also show a favorable trend. Between January and July, 56 thousand 924 tourists arrived in Mexico by air from Japan, a figure 10% higher than that recorded during the same period in 2025.
In light of this situation, the promotion strategy seeks not only to generate brand awareness but also to establish relationships with companies and operators capable of bringing León’s tourist offer directly to Japanese travelers.
León presents its experiences to the international tourism industry
Tourism Expo Japan 2026 was held from September 24 to 27, with the participation of more than 1,300 booths and an attendance of over 180,000 visitors, bringing together destinations, companies, and professionals from the tourism industry from different parts of the world.
The international agenda also includes León’s participation in the “New Roads of Guanajuato” event, held at the Mexican Embassy in Japan and aimed at tour operators, travel agencies, airlines, professional associations, and representatives of the Japanese tourism industry.
These actions allow for the opening of new spaces for the international marketing of the destination and bring León closer to travelers interested in learning about Mexico through its culture, gastronomy, identity, business tourism, and various experiences.
With its presence in Japan, León continues to diversify the markets in which it promotes its tourism offering and strengthen relationships with international industry players who can contribute to incorporating the destination into new programs and travel circuits.
