Guadalajara, Jalisco – As excitement builds for the 2026 FIFA World Cup, the Government of Jalisco has unveiled two major initiatives designed to showcase the state’s culture, attractions, and tourism offerings to a global audience.
Governor Pablo Lemus Navarro recently presented the Ambassadors of Jalisco campaign and the 2026 World Cup Passport, both aimed at extending the economic and tourism benefits of the international tournament far beyond the matches themselves.
Speaking at the launch, Lemus emphasized that the World Cup represents a unique opportunity to strengthen Jalisco’s long-term tourism industry and international profile.
“We are going to put Jalisco in the world spotlight,” the governor said, noting that the event’s impact will extend well beyond the 39 days of competition and the four matches scheduled to be played in Guadalajara.
The Ambassadors of Jalisco campaign brings together some of the state’s most recognizable figures from sports, entertainment, culture, and digital media. Their role will be to share stories, recommendations, and experiences that highlight the traditions, landscapes, gastronomy, creativity, and hospitality that define Jalisco.
The campaign’s first group of ambassadors includes singer Alejandro Fernández, Formula One driver Sergio Pérez, ballet star Isaac Hernández, golf legend Lorena Ochoa, actress and television host Jacqueline Bracamontes, singers Paty Cantú and Ximena Sariñana, travel creator Alan Estrada, former soccer player Carlos Salcido, actor Manuel Garcia-Rulfo, model Sofía Aragón, and chef Poncho Cadena, among others.
According to Lemus, these ambassadors will help promote the state’s identity and connect international audiences with the people, traditions, and experiences that make Jalisco distinctive.
The campaign, which debuted in Mexico City, is inspired by magical realism and seeks to communicate how Jalisco is experienced and felt. Jalisco Tourism Secretary Michelle Fridman Hirsch said the initiative highlights the state’s creativity, talent, and cultural heritage through content featuring well-known personalities from a variety of fields.
As part of the broader tourism strategy surrounding the World Cup, Fridman also introduced the 2026 World Cup Passport. The program invites both visitors and residents to discover different regions of Jalisco through 39 curated tourism experiences available from June 11-July 19, 2026.
The passport will also provide access to 70 tour packages operated by certified tourism providers. Experiences will range from gastronomy, culture, wellness, and outdoor adventure to beach escapes and visits to the state’s renowned Magical Towns.
Featured destinations include Tequila, Puerto Vallarta, Costalegre, Chapala, Guadalajara, Tapalpa, Mazamitla, Cocula, and the Highlands region of Jalisco.
To support travelers, the state has created a digital platform where visitors can access information on accommodations, transportation, dining, festivals, events, tourist services, and World Cup schedules. The tourism strategy also includes TAPAT-IA, a new artificial intelligence assistant designed to provide personalized travel recommendations and help visitors plan their journeys throughout the state.
Adding to the celebration, Jalisco plans to offer a robust artistic and cultural program during the World Cup celebrations, featuring internationally recognized performers, mariachi groups, Disc Jockeys, and local artists.
State officials believe the combined initiatives will help distribute tourism benefits across Jalisco while introducing millions of visitors and viewers around the world to the state’s rich culture, diverse destinations, and welcoming spirit long after the final whistle of the 2026 FIFA World Cup.
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