Mexico City, Mexico — The Ministry of Tourism and Flix México have signed a license agreement for the non-exclusive use of the Mexico brand.
The Secretary of Tourism of the Government of Mexico, Josefina Rodríguez Zamora, said this alliance reaffirms the commitment to work alongside the private sector to expand international recognition of the Mexico brand.
The agreement will allow Flix Mexico to participate in major tourism promotion activities in 2026, including Fitur, the Mexico Tourism Tianguis, and the 2026 World Cup.
According to the Ministry, Flix México, a leading tour bus company, signed a non-exclusive license agreement for the use of the Mexico brand with the purpose of continuing to consolidate Mexico as a competitive, diverse and world-class tourist destination.
She explained that the agreement will allow the country’s brand to be incorporated into the German company’s communications and marketing strategies, which will contribute to expanding the recognition and positioning of Mexico’s tourism identity, both nationally and internationally.
Rodríguez Zamora emphasized that Flix is a highly relevant company worldwide with a presence in 45 countries, including Mexico. It operates more than 13 connections in Mexico City, Querétaro, San Luis Potosí, Nuevo León and Torreón, and also offers travel to more than 1,600 destinations in the United States and Canada.
She said the agreement was reached to continue strengthening connectivity for domestic tourist destinations. She also stated that the company will support Mexico at the International Tourism Fair (Fitur) and the Tianguis Turístico, consolidating its position as a strategic partner of the Ministry for tourism promotion and the implementation of Plan Mexico.
She added that this alliance also opens the door to promoting the wonders of Mexico in the European market, which will attract more international tourists and contribute to meeting the sector’s growth goals.
“With this agreement, we reaffirm our commitment to working hand-in-hand with the private sector to ensure that the Mexico brand reaches ever further. As President Claudia Sheinbaum stated, tourism is and will continue to be a driver of shared prosperity, capable of transforming lives and generating well-being throughout the country,” she explained.
Carlos Magaña, CEO of Flix Mexico, expressed his enthusiasm and commitment to the Mexican market.
“For us, it’s about growing with affordable and accessible solutions but always with quality for the consumer, who doesn’t have to pay more to travel from one place to another.
“We see great opportunities to connect with the beauty of our country, from the Magical Towns to various destinations that offer significant benefits to travelers. Flix reaffirms its commitment to Mexico and to continuing to expand land connectivity for the benefit of all,” he commented.
Rodríguez Zamora emphasized the importance of continuing to work on consolidating the Mexico brand to further promote the country as a destination of great cultural, natural, and culinary richness.
