The country has all the elements to stand out in the event industry: a solid infrastructure for business tourism, a wide hotel offer, first level enclosures and global air connectivity. Cities such as Mexico City, Monterrey, Guadalajara and Querétaro, have emerged as strategic points thanks to their connectivity, advanced technology and ability to house large -scale events.
The growth of the sector has been remarkable. Since 2021, the event industry has grown at a rate of 7.5% per year, contributing to the postpandemics recovery of national GDP since that year. In 2022, it registered a growth of 30%, and in 2023 it produced an economic spill of approximately 20 thousand pesos per assistant, exceeding the levels prior to the pandemic. By 2024, the sector generated about more than one million direct jobs, which is equivalent to 1.4% of GDP. The prospects for the future are optimistic, providing an increase of 1.2 billion dollars in 2023, to 2.9 billion in 2031, with a compound annual growth rate (CAGR) of 11.5%.
Despite the global geopolitical and economic uncertainty, Mexico continues to attract investment in technology and infrastructure. Querétaro is emerging as a technological hub with investments in data centers and artificial intelligence; Key elements for modern events. While Mexico City and Guadalajara dominate the commercial fairs market with iconic events such as Expo Security Mexico, Expo Beauty Show and Ferretera National Expo, while smaller cities, specialize in niches for fate weddings, cultural festivals and international summits.
In addition to the above, Mexico is a country organized in secretariats, technical advice and strategic associations of the sector. The recent creation of the Mexico Conventions Bureau, last February, promoted by the collaboration between the Ministry of Tourism (Sectur), the National Tourist Business Council (CNET), the Convention and Visiting Offices (OCVS), the Mexican Council of the Meeting Industry (Lot) and the Mexican Association of Professionals in Fairs, Exhibitions, Congresses and Conventions (AMPROFEC), seeks to professionalize the sector and consolidate the country Global in the MICE industry (meetings, incentives, conferences and exhibitions, for its acronym in Spanish).
Innovation and sustainability: Keys to the future of events in Mexico
The development of the event industry in Mexico is not only measured in numbers, but also in innovation and sustainability. Companies in the sector are adopting practices that guarantee a more sustainable, safe and technologically advanced future. Some that stand out, are:
• Implementation of Net Zero strategies: such as material reuse and efficient waste management at events. This includes collaborations with certified enclosures in sustainability and the use of reusable materials, such as carpets and canvases, which are donated to needy communities.
-• Greater safety in the assembly of events: through strict protocols for the construction of stands, including mandatory registration of assemblers, use of protection equipment and structural engineering certifications (DRO).
• Advanced technology for event optimization: using artificial intelligence and data analysis in real time, to connect visitors and exhibitors; facilitating business generation and creating personalized experiences of high value.
Referents in Latin America: towards growth
With an approach to innovation, collaboration and sustainability, Mexico is on its way to becoming the epicenter of events in Latin America. The commitment to world -class events will not only strengthen the national economy, but will also position the country as a global leader in the industry.
* General Director of RX Mexico
