Secretaría de Turismo del Gobierno del Estado de Guanajuato

What Secretaría de Turismo del Gobierno del Estado de Guanajuato does

The Secretaría de Turismo del Gobierno del Estado de Guanajuato (operating as SECTUR Guanajuato, legal name Secretaría de Turismo e Identidad del Estado de Guanajuato) is a state government ministry under the Gobierno del Estado de Guanajuato, headquartered at the Parque Guanajuato Bicentenario in Silao de la Victoria. It is the official tourism authority for the State of Guanajuato, Mexico, operating across all 46 municipalities organized into seven tourism regions, and serves both tourism service providers (hotels, travel agencies, tour guides, event operators, restaurants, artisans, film producers) and the general public, including vulnerable populations reached through social tourism programs.

The ministry operates a portfolio of interconnected digital platforms and programs. Core systems include the Registro Estatal de Turismo (RET), a mandatory online provider registry under state law; the Observatorio Turístico (OTEG), a tourism intelligence platform with monthly reports and a tourist barometer; the Comisión Film platform, which administers calls for audiovisual projects; and Turismo al 100, the unified registration portal for government support programs. Surrounding these platforms is an ecosystem of more than 20 products: COFOTUR promotional fund grants, free certification (including RNT linkage), training via SECTURI Kardex, Competitividad incentives, financing programs, Programa Empresa Turística Rural, Sustentabilidad certification (Distintivo Guanajuato Turismo Sostenible, CalCO2), Protección al Turista, Turismo Social, and directories for hotels, balnearios, ranches, cabins, museums, and parks.

The entity is funded through State of Guanajuato government budget allocations and grant programs, and provides services free of charge to providers and citizens. Revenue does not follow a commercial pricing model: registration, certification, and training are free; COFOTUR distributes grants to applicants that pass a 75% technical threshold across defined criteria. Distribution is primarily self-serve through online portals (sectur.guanajuato.gob.mx, registroestataldeturismo.guanajuato.gob.mx, comisionfilm.guanajuato.mx, observatorioturistico.org, guanajuato.mx), with in-person services at the Silao headquarters, supplemented by press bulletins, social channels (@SecturGuanajuato, @secturgto), and participation in industry bodies including ASETUR and ISTO.

Name

Secretaría de Turismo del Gobierno del Estado de Guanajuato

Legal name

Secretaría de Turismo e Identidad del Estado de Guanajuato

Website

https://sectur.guanajuato.gob.mx

Company type

Public

Operating status

Operating

Headcount range

51–100 employees

Short description

SECTUR Guanajuato is the State of Guanajuato's government tourism ministry, regulating and promoting tourism across 46 municipalities through mandatory provider registration, free certification, training, grant programs, film commission services, and destination branding anchored by UNESCO heritage assets.

Ownership category

akta.pro rank

Product category

Government Tourism Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Visitor Management & Overtourism Mitigation (Capacity Controls, Permitting, Reservations) (THAAANAK)

Keywords

• State tourism promotion
• Tourism service registration
• Destination marketing services
• Tourism development programs
• Film commission services

Headquarters

HQ city

Silao de la Victoria

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Government Budget Allocation: The Secretaría operates on government budget allocations from the State of Guanajuato government, funding all tourism promotion, development, and service programs.
2. COFOTUR - Fondo para la Promoción Turística: The Consejo del Fondo para la Promoción Turística (COFOTUR) manages promotional funds to support integral tourism projects that contribute to consolidating Guanajuato as a tourist destination. Funding is awarded to tourism sector participants including individuals and businesses.
3. Tourism Support Programs: Programs such as Turismo al 100, incentives for competitiveness, financing programs, and rural tourism support provide financial and technical assistance to tourism entrepreneurs and SMEs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Secretaría de Turismo del Estado de Guanajuato regulates and promotes tourism within the state through a set of programs and services for tourism service providers. It maintains the Registro Estatal de Turismo (RET), channels promotional funds through COFOTUR, administers the Film Commission, delivers training and certification, manages sustainability and competitive incentive programs, and provides tourist protection services. It also operates the Observatorio Turístico and official destination portals to support industry data and visitor information.

Product overview

SECTUR Guanajuato operates as a government tourism ministry offering a comprehensive platform of interconnected services and programs. The core offering includes the COFOTUR promotional fund program for tourism projects, the Registro Estatal de Turismo (RET) mandatory registry system, and the Comisión Film for audiovisual production support. Supporting programs include the Programa de Capacitación for professional development, Programa de Certificación for quality seals, Cultura Turística for identity promotion, and Programa Empresa Turística Rural for community tourism. Additional services include Protección al Turista for visitor safety, Incentivos a la Competitividad for business support, Programa de Financiamiento for access to capital, and Sustentabilidad programs including the Distintivo Guanajuato Turismo Sostenible. The organization also maintains multiple directories (hotels, balnearios, museums) and platforms like the Observatorio Turístico for market intelligence. Tourism al 100 serves as the unified registration portal for accessing government support programs.

Differentiator

Problem solved

Functional benefit

Brands

• COFOTUR: Consejo del Fondo para la Promoción Turística - Tourism Promotion Fund Council for Guanajuato
• Comisión Film Guanajuato
• Registro Estatal de Turismo (RET)
• Turismo al 100
• Protección al Turista

Products and services

• Registro Estatal de Turismo (RET) Mandatory statewide registration system for all tourism service providers (hotels, restaurants, tour operators, agencies, etc.) operating in Guanajuato; suppliers register online to obtain official recognition and remain in regulatory compliance.
• COFOTUR (Comisión de Fondos Turísticos) Promotional funding program that co-finances marketing and promotion initiatives by tourism service providers and destinations within Guanajuato.
• Comisión Film Guanajuatense State film commission that supports film and audiovisual productions with location scouting, permits, and coordination with local authorities; engages with festivals including the Guanajuato International Film Festival (GIFF).
• Programa de Capacitación Turística Training program providing courses and professional development for tourism industry workers, students, and service providers in Guanajuato.
• Programa de Certificación Turística Certification program that recognizes and validates the quality and standards of tourism service providers operating in Guanajuato.
• Distintivo Guanajuato Turismo Sostenible State-issued sustainability certification and recognition for tourism companies that meet sustainable tourism criteria in Guanajuato.
• Programa de Incentivos a la Competitividad Program offering incentives to improve the competitiveness of tourism service providers in Guanajuato, including support for quality improvement, modernization, and standards adoption.
• Programa de Financiamiento Financing program providing access to credit and capital for tourism enterprises, including rural and small operators in Guanajuato.
• Programa de Innovación y Fortalecimiento (Emprendedor) Entrepreneurship program supporting innovation and new business creation in the tourism sector of Guanajuato.
• Programa de Sustentabilidad (Modelo de Sustentabilidad) Program providing a structured sustainability model for tourism businesses to adopt environmentally and socially responsible practices.
• Programa de Turismo Social Social tourism program that provides subsidized tourism experiences for vulnerable populations, including children, adolescents, adults, seniors, and people with disabilities in Guanajuato.
• Programa de Cultura Turística Program promoting tourism culture and awareness among the general public and industry workers in Guanajuato.
• Programa Empresa Turística Rural Program supporting rural tourism enterprises and community-based tourism initiatives in rural areas of Guanajuato.
• Protección al Turista Tourist protection program providing assistance, guidance, and complaint resolution services to visitors experiencing issues with tourism service providers in Guanajuato.
• Observatorio Turístico del Estado de Guanajuato Industry data and analytics platform that publishes tourism statistics, market intelligence, and performance indicators for the state of Guanajuato.
• Directorios de Servicios Turísticos Online directories of registered tourism services including hotels, balnearios, restaurants, museums, and other providers published on the gto.mx portal for visitors.
• Promoción Destino Guanajuato Official destination marketing for the state of Guanajuato, including campaigns promoting cultural heritage, wine routes, adventure tourism, film tourism, and major events such as the Cervantino Festival.

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• ASETUR (Asociación de Secretarios de Turismo de México)coreStrategic or Co-development PartnerThe Secretaría actively participates in ASETUR assemblies and initiatives, including the 70th Ordinary Assembly where audiovisual promotion of Guanajuato was discussed. This national association of tourism secretaries facilitates coordination on tourism policy and promotion strategies.
• ISTO (International Social Tourism Organization)supportingStrategic or Co-development PartnerInternational partnership for social tourism initiatives, supporting programs that promote inclusive and accessible tourism for workers, children, youth, students, people with disabilities, seniors, and women in Guanajuato.
• OTEG (Observatorio Turístico del Estado de Guanajuato)coreStrategic or Co-development PartnerState tourism observatory providing data, indicators, market studies, monthly reports, barometer data, and visitor profiles. Serves as the intelligence arm of the tourism sector for evidence-based decision making.
• Guanajuato.gob.mx Digital EcosystemcoreStrategic or Co-development PartnerPartnership with the broader state government digital platform (guanajuato.gob.mx) for integrated tourism services, news distribution (boletines.guanajuato.gob.mx), and cross-promotion of tourism initiatives.
• AIR EXPOsupportingStrategic or Co-development PartnerCollaboration with air expo event, with Guanajuato tourism promotion featured as a key element, supporting connectivity and tourism promotion activities.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visit California: U.S. state destination marketing organization with comparable functions: destination promotion, tourism research/observatory, industry partnership programs, and provider directories. A useful benchmark for DMO scale and program breadth.
• Secretaría de Turismo de Quintana Roo: State tourism secretariat of Quintana Roo, the largest tourism state in Mexico (Cancún, Riviera Maya). Directly comparable in scope: destination promotion, tourism provider registry, training, and promotion funds, though at a larger scale and with beach/leisure focus vs. Guanajuato’s cultural/heritage focus.
• Visit Florida: U.S. state DMO with similar mandate of destination promotion, industry partner programs, research/insights, and tourism development. Comparable in offering a centralized tourism authority serving a single state.
• Secretaría de Turismo de Oaxaca: State tourism secretariat of Oaxaca, similarly focused on cultural and heritage tourism. Comparable in offering cultural destination promotion, tourism service provider registration, and rural/indigenous community tourism programs.
• Secretaría de Turismo de Jalisco: State tourism secretariat of Jalisco, comparable in operating model (state-level tourism ministry, provider registry, certification, promotion campaigns, Pueblo Mágico programs) and competing for similar domestic Mexican tourism segments.
• Secretaría de Turismo de la Ciudad de México: Tourism secretariat for CDMX, the country’s largest urban tourism market. Comparable in structure and provider-registration/promotion programs, though oriented toward urban and cultural tourism.

Broad incumbents

• Secretaría de Turismo Federal (SECTUR Federal): Mexico’s federal tourism ministry; the parent-policy body that sets national tourism strategy, manages the Registro Nacional de Turismo (RNT), and coordinates with state secretariats including Guanajuato’s SECTUR.
• Tourism New Zealand: National DMO with international destination promotion, market research, and industry partnership programs. Functionally analogous to a state tourism secretariat but operating at a national scale.
• Brand USA: U.S. national DMO analogous to a federal tourism body. Comparable in function (destination promotion, partnership programs, data/insights) at a national scale that complements state-level DMOs like Visit California or Visit Florida.
• Visit Mexico (Consejo de Promoción Turística de México): National DMO for Mexico focused on international destination promotion. Operates broadly across all Mexican states, complementing (rather than competing with) Guanajuato’s state-level efforts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SecturGuanajuato
• LinkedInlinkedin.com/company/sectur-guanajuato

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Secretaría de Turismo del Gobierno del Estado de Guanajuato