Finding tradition in modernity
CATIE OWEN ADDS ONE SHOT OF TEQUILA TO ONE CUP OF MODERNITY AS SHE EXPLORES GUADALAJARA : A CITY WHOSE MIX OF HIGH-END-TECH AND TRADITION POURS SMOOTH
A s Mexico ’ s second-largest city , Guadalajara ( gwaa-dul-luh-hara ), and the surrounding ‘ magic towns ’ of Tequila and Tlaquepaque ( tuh-lah-keh-pah-keh ) exude an enticing combination of traditional charm and modernity . Events are flocking to the destination , with notable upcoming entries including 2023 ’ s Gay Games , the annual Guadalajara International Book Fair ( FIL ), and the 2026 FIFA World Cup .
In particular , co-hosting the Gay Games with Hong Kong is set to be a huge feat for Guadalajara . Not only will it be the first time that Latin America has hosted the Games , but the event itself is expected to attract over 10,000 participants . That ’ s to not even consider the attendees . Hosting the Games is a great win for both the city ’ s LGBTQ + population and the city ’ s stadium , Estadio Akron , which will also host the 2026 FIFA World Cup . won ’ t be lacking for private events space in the stadium - home to Mexico ’ s largest football club , the ‘ Chivas ’, and host of environmentally conscious bands such as Coldplay .
From expos to culture FIL is the second-largest book fair in the world , following only Frankfurt ’ s . As the permanent home of the annual fair , Expo Guadalajara convention centre benefitted from a footfall of almost 1m visitors , exhibitors , and buyers in both 2019 and 2022 – and the centre is expecting the same ( or better ) results for 2023 .
Expo Guadalajara is a huge asset to the city ’ s MICE industry . Some have dubbed it the ‘ most important and versatile exhibition venue in Mexico ’, and data from the Expo show that it
The magic town of Tequila held 649 events in 2022 – an increase from 454 in 2021 . Over the course of its existence , the Expo has held over 7,000 events , including exhibitions , congresses , and corporate events .
Carlos Villegas , events manager at the Expo , explains that the venue has spaces for unique events : “ including academic forums , social events , runways ... because they contribute to the state ’ s economy , which is important to us .”
One venue is a unique gem - a MICE multitool . The Santander Performing Arts Centre is the brainchild of the University of Guadalajara and Santander Mexico , resulting in a part-theatre-part-cinema-part-eventsspace . Under the jurisdiction of the University ’ s Cultural Centre , the modern venue hosts conferences and congresses of all types – such as the Ibero Latin America Asphalt Congress . It ’ s clear that the Centre is a point of pride for Guadalajara : the cinema complex was opened by filmmaker and Guadalajara native Guillermo del Toro .
Thriving in Jalisco The University is also home to the hub of Guadalajara ’ s Smart Cities Initiative .
Awaiting the World Cup Unsurprisingly , the World Cup is causing quite a buzz in Guadalajara ( the city was a host in 1970 and 1986 too ). The stadium will host several matches , the others being shared across the North American continent . The city-wide anticipation is palpable , with hotels already negotiating packages to align with the event .
Judging by the interest so far , the World Cup is likely to cause a surge in both Guadalajara ’ s leisure and business tourism sectors , as event organisers scramble to include matches or World Cup-adjacent activities on their incentive itineraries . Those that do
12 / CONFERENCE & MEETINGS WORLD / ISSUE 123