The government of Jalisco, Mexico, is actively working to deepen its tourism partnership with Canada, citing strong growth and major upcoming events as catalysts for new opportunities. Michelle Fridman, the state's Secretary of Tourism, emphasized the strategic importance of the Canadian market during a recent visit to Calgary.
Canadian Market Shows Significant Growth for Jalisco
Michelle Fridman was in Calgary in early December 2025 to promote new air connectivity and discuss the flourishing relationship. She revealed that Canadians already constitute a substantial 15% of all international visitors to Jalisco, a key Mexican state known for tequila, mariachi, and the city of Guadalajara.
"Canada has always been a really important market for Jalisco," Fridman stated. Recent data underscores this trend: figures from September 2025 showed an 8% increase in Canadian visitors compared to the previous year. "And that's before the high season, so we're expecting to reach 10 to 11 per cent growth," she added.
While specific revenue figures from Canadian tourists were not disclosed, Fridman highlighted tourism's overall economic impact, noting it represents more than nine per cent of Jalisco's GDP, making it one of Mexico's wealthiest states.
2026 FIFA World Cup: A Unifying Tourism Opportunity
A major focal point for future collaboration is the upcoming 2026 FIFA World Cup, to be jointly hosted by Canada, the United States, and Mexico. With Guadalajara selected as a host city, Fridman sees immense potential to boost tourism across all three nations.
"It's a great way to prove that sports, tourism, culture and music break barriers and borders," she said. She anticipates significant cross-border travel, particularly among citizens of the host countries, and views the event as a perfect platform to showcase Jalisco's culture on a global stage.
"We like to say Jalisco is Mexico, because we represent many of the icons Mexico is known for, like mariachi, tequila and charrería," Fridman explained. "We're the most Mexican destination, so people who want to experience the World Cup the Mexican way should definitely come to Jalisco."
Enhancing Connectivity and Capitalizing on New Travel Trends
The recent discussions in Calgary centered on new flight routes between Guadalajara and Calgary, which are already providing a boost to Jalisco's tourism economy. Improving this air connectivity is a priority to make travel easier for Canadians.
Fridman also suggested that changing travel regulations affecting Canadians visiting the United States could present an additional opportunity for Mexico to attract more visitors looking for alternative sun destinations.
Beyond logistics, the Minister pointed to a shared spirit between the two peoples. "I've always said Canadians and Mexicans share many things, despite our differences in language, culture, weather and landscape," Fridman noted. "One of the most important things we share is warmth — Canadians are very friendly, and so are Mexicans."
With a combination of strategic air links, a shared mega-event, and enduring cultural appeal, Jalisco is positioning itself for a significant surge in Canadian tourism in the coming years.
