At WTM London, Julio Chávez, Director of the Fideicomiso de Promoción Turística de Chihuahua, set out to redefine what Mexico means to European travellers. Forget beaches and resorts – Chihuahua is “the Mexico you don’t know”: a land of vast canyons, ancient cultures and boundless hospitality.
“We’re not competing with Cancún. We’re complementing it,” Chávez says. Most European visitors already spend two or three weeks in Mexico, often along the coast. His message is simple: extend the trip north. Direct flights from Cancún, Los Cabos and Puerto Vallarta connect easily to Chihuahua, opening up new routes from the sea to the mountains – and to the spectacular Copper Canyon, four times larger than the Grand Canyon.
Chihuahua’s offer is rooted in adventure and authenticity: hiking, glamping, and deep encounters with the Rarámuri people, who manage their own tourism projects. Chávez explains that although the state advises them on product development, they remain independent – setting their own prices and running their own experiences. “Visitors value that authenticity”, he says.
Addressing a common concern for first-time visitors, Chávez emphasises that the main tourist corridor has seen no security incidents – only minor logistical issues such as missing the Chepe Express train. “The areas marked as safe by the UK Government are precisely where our visitors travel,” he says.
Beyond Copper Canyon, the state is promoting new regions: the protected Samalayuca Dunes, the UNESCO-listed Paquimé archaeological site, and Parral, the city of revolutionary hero Pancho Villa. A new eco-park in the Sierra is expected to begin construction by late 2026, reinforcing the area’s sustainability focus.
For Chávez, the soul of Chihuahua lies in its people. “When you arrive, you’re their priority. That personal warmth is something big destinations have lost.” Gastronomy completes the picture: a cuisine of survival shaped by climate, and a growing wine scene soon to host the Concours Mondial de Bruxelles.
“Europe values culture, history, and sustainability – the very pillars of what Chihuahua represents,” Chávez says. “We may not have beaches, but we have heart. That’s the true spirit of Mexico.”
www.visitachihuahua.mx
