Guanajuato Commits to Halving Event Emissions by 2030 with Carbon Tracking and Offsetting Tools
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24th Jun, 2025
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At the 2025 edition of FIEXPO Latin America in Costa Rica, HQ spoke with María Guadalupe ‘Lupita’ Robles León, Secretary of Tourism and Identity for the State of Guanajuato, Mexico. A key voice in the meetings industry in the Americas, Robles León participated in the 12th Latin American Political Forum on the Meetings Industry to outline how Guanajuato is setting a regional precedent through governance, sustainability and knowledge-sector alignment. In this Q&A, she discusses the state's integrated tourism policy, its evolving MICE infrastructure, and how Guanajuato became the first Mexican state to sign the Glasgow Declaration on Climate Action in Tourism.
Guanajuato has long held cultural and political importance in Mexico. How does this shape its positioning in the global meetings market?
Centrally located in Mexico, Guanajuato offers a rich cultural landscape with strong traditions, gastronomy and a vibrant arts scene. Our cities are walkable, heritage-rich and supported by modern infrastructure, making them ideal for hosting events that offer more than just business. Delegates not only engage in professional exchanges but also immerse themselves in a Mexican destination that reflects the identity and diversity of our country.
Can you elaborate on the different cities that form part of the state’s MICE ecosystem?
We have six key destinations that contribute distinct strengths to our MICE offering. León is our State’s business hub, with the expansive Poliforum León complex, over 8,000 hotel rooms, and excellent connectivity, making it ideal for large-scale conventions and fairs. Guanajuato Capital, a UNESCO World Heritage city, offers a culturally immersive setting with modern venues that enrich business events with historic character. Silao is a strategically positioned industrial city with strong transport links, versatile venues including haciendas, and proximity to the Guanajuato International Airport. Irapuato houses the modern Inforum Exhibition Centre, equipped for major conventions and exhibitions. San Miguel de Allende combines its colonial charm with a new International Convention Centre and boutique hospitality, well-suited for creative and premium corporate events. Salamanca, meanwhile, is a business-oriented city with a full-service hotel with meeting spaces. The proximity of these cities allows for seamless multi-site event experiences.
Guanajuato has taken a clear lead on sustainability. What distinguishes its model from others in the region?
We were the first state in Mexico to implement a sustainability model aligned with over 17 UN Sustainable Development Goals. It includes two core initiatives: the Guanajuato Sustainable Tourism Distinction for Events, and a carbon footprint calculator specifically designed for events. These tools are not just symbolic; they are operational, guiding organisers through more than 200 sustainable practices.
Can you share how these tools work in practice?
When an event is organised in Guanajuato, we invite planners to participate in the sustainability programme. The Guanajuato Sustainable Tourism Distinction provides a structured guide to sustainable practices. Planners also receive access to our carbon footprint calculator, which quantifies the emissions produced by each event, from transport to waste. The calculator is designed to go beyond measurement. It recommends concrete actions for organisers to reduce their footprint and provides a monetary estimate for compensating any remaining impact.
This compensation is channelled into the Emblema Project, a local initiative funding environmental restoration activities in protected areas, including reforestation, water resource recovery and biodiversity protection. These tools have already been used by more than 170 events, generating over 3,000 sustainable actions in just one year. The model supports our commitment to cut CO2 emissions by 50% by 2030, the most ambitious target adopted by any Mexican state so far.
Beyond environmental goals, you talked about the social legacy of events at the 12th Political Forum. How is Guanajuato addressing this?
The social impact of events is central to our approach. It is about more than financial gain. Conferences generate knowledge transfer, academic collaboration and even improvements in local infrastructure. We are now measuring and communicating those intangible legacies. For instance, medical congresses might lead to new research partnerships, while industrial events bring attention to local capabilities in sectors like automotive, medical technology or leather goods. These align with Guanajuato’s economic clusters, which play a vital role in defining the types of events we attract and support.
Which international markets are you prioritising in terms of outreach and promotion?
Our primary international market is the United States, due to geographic proximity. Colombia is next, where we have seen tangible results from focused promotional efforts. Spain is also key, especially with our regular participation in FITUR (in Spain), MICE trade shows like FIEXPO or ibtm Americas in Mexico or IMEX Vegas, and roadshows across multiple cities. In each market, we tailor our efforts based on sectoral interest, medical and academic associations in Spain, business and trade events in the US, and a growing presence in Colombia for sustainability-focused events. We work closely with airlines and international wholesalers to improve air connectivity and reach.
As a newly appointed Secretary of Tourism and Identity for the State of Guanajuato with a background in innovation and neuromarketing, what is your strategic focus for the years ahead?
My focus is to consolidate Guanajuato as a leading MICE destination through inclusive governance and innovation. That means involving every stakeholder, from communities to government to industry leaders. It also means adopting practical technologies, like real-time hybrid meeting platforms and VR site inspections, to improve event planning and reach. But above all, it is about ensuring that tourism leaves a positive and measurable legacy for our people.
During the FIEXPO Gala Dinner, Lupita Robles was honoured with the prestigious FIEXPO Award 2025 for Outstanding Destination Management. This recognition reaffirms Guanajuato’s commitment to a sustainable, inclusive and identity-driven tourism and meetings industry, ensuring that both tourists and business travellers enjoy meaningful experiences across the state.
Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.
