In an unprecedented event for romance tourism in the state of Guanajuato, the conclusion of the Forever Wedding Summit 2026 in San Miguel de Allende, Guanajuato, marks a key moment for the state’s positioning within the global romance tourism industry. It solidified Guanajuato’s status as a strategic destination for attracting high-value weddings and events, as well as for forging alliances that strengthen the sector’s value chain.
During the event, which brought together more than 400 industry professionals from various Latin American countries and the United States, the state not only hosted the summit but also played a leading role in a comprehensive strategy aimed at showcasing its destinations, its identity, and its capacity to offer unique experiences in the romance segment.
Throughout the event, the Summit established itself as a dynamic space for exchanging knowledge, trends, and opportunities. Wedding planners, destinations, suppliers, agencies, and leaders in the romance sector participated in conferences, presentations, business meetings, and networking activities that facilitated valuable connections for the development of future projects.
In this context, Guanajuato presented a robust and diversified offering through its flagship destinations: San Miguel de Allende, Guanajuato City, León, Dolores Hidalgo (Cradle of National Independence), and Mineral de Pozos, highlighting their capacity to host everything from intimate celebrations to large-scale events, with competitive infrastructure and a unique cultural identity.
Beyond promotion, the state’s participation focused on building strategic relationships with buyers, specialized media, and key industry players, with the goal of attracting new destination weddings, expanding its presence in international markets, and strengthening its position as a leader in romance tourism.
The impact of this segment in Guanajuato is increasingly significant. In 2025, romance tourism registered more than 816,000 visitors, generating an economic impact of over 1.958 billion pesos, representing sustained growth and confirming its importance as an engine of economic development.
For its part, San Miguel de Allende, a World Heritage city and multiple award winner for best city to visit and best city to live in, continues to lead this segment with 950 weddings held in a single year, solidifying its position as a world-class destination thanks to its architecture, high-level services, and international acclaim. Meanwhile, Guanajuato City and Dolores Hidalgo are strengthening their offerings with experiences that combine history, tradition, and wine tourism, expanding the options for different types of couples.
One of the most important aspects of the Summit was highlighting the value chain of romance tourism, which includes not only organizers and venues, but also local suppliers, traditional cooks, artisans, designers, and communities that contribute authenticity to each celebration.
This approach allows the benefits of tourism to be distributed more equitably, boosting local economies and generating opportunities for the various sectors that are part of the experience.
Guanajuato also highlighted its portfolio of experiences designed for the romance segment, structured around routes that connect diverse destinations and offerings, from romantic getaways and nature adventures to symbolic ceremonies, gastronomic experiences, and post-celebration wellness moments.
The diversity of these experiences allows the state to adapt to current tourism trends, where visitors seek personalized, authentic experiences with a strong emotional component.
The event also served as a key platform for promoting the professionalization of the sector, providing access to specialized content and strategic tools that will enable participants to strengthen their business models, innovate their services, and improve their competitiveness in an increasingly demanding market.
Another important achievement was the promotion of emerging destinations that are beginning to integrate into the state’s romance tourism landscape, offering new alternatives that combine nature, culture, and tradition, thus contributing to the diversification of the tourism offerings and the decentralization of visitor flow.
Source: eslocotidiano
