Every year, the roar of engines in the Carrera Panamericana not only fills the air on highways, but also boosts the economy and showcases Chiapas’s rich tourism offerings to the world. Beyond the competition itself, the event has become a showcase of the state’s landscapes, culture, and hospitality, positioning it as an attractive destination for both national and international visitors.
In its 2026 edition, taking place from October 16 to 22 and starting in Tuxtla Gutiérrez, the race will once again put Chiapas on the motorsports map and, at the same time, in the spotlight of global tourism.
The route will cross states such as Oaxaca, Puebla, and Mexico City, but the start in Chiapas will mark the first contact for drivers, teams, and the press with the state’s tourism offerings.
How does a motorsports event become a driver of tourism? The answer lies in its ability to generate visibility. For Sismondi Esparza Flores, director of the Chiapas Convention Center and Poliforum, the impact goes far beyond the competition: “At the end of the day, it becomes a major tourist attraction for the state.” During the event, not only do the competitors arrive, but also racing teams, sponsors, specialized media, and fans who use services and, above all, get to know the destination.
The experience isn’t limited to the speed stages. In Tuxtla Gutiérrez, for example, the event includes classic car shows, gatherings with automobile clubs, and public spaces that generate a constant flow of visitors. These kinds of activities transform the city into a meeting point where the competition becomes a tourist spectacle.
The immediate effect is reflected in hotel occupancy. Currently, Chiapas is registering an average occupancy rate of 42 percent in its more than 15,000 available hotel rooms, with peaks of up to 70 percent in destinations such as San Cristóbal de Las Casas, Palenque, Comitán, Tuxtla Gutiérrez, and Tapachula. With the Carrera Panamericana, a significant increase is expected, as participants and their teams typically arrive days in advance, occupying rooms in hotels of various categories.
Manuel Niño Gutiérrez, president of the Chiapas Central Hotels and Motels Association, assures that the infrastructure is ready: the state has the capacity to receive local, national, and international tourists. He also emphasizes that the event not only boosts occupancy but also generates formal employment within the sector.
The impact also extends to the restaurant industry. From high-end establishments to roadside eateries and small restaurants, all benefit from the increased consumption. “Tourism doesn’t just benefit agencies or hotels,” explains Disparza Flores, emphasizing that the economic impact reaches the entire production chain: suppliers, transporters, gas stations, merchants, and artisan vendors.
This dynamic follows a clear logic: those who arrive for the race don’t stay put. They travel to nearby towns, visit natural attractions, and consume local products. Thus, destinations like Chiapa de Corzo, San Cristóbal de Las Casas, Comitán, and Palenque become part of the tourist circuit generated by the event.
The economic impact, although difficult to quantify precisely, is felt at various levels. From fuel consumption by caravans of vehicles to the purchase of food, souvenirs, and tourist services, the benefit is distributed across a large part of the country. Even small businesses in parks, markets, or recreational areas find an opportunity to increase their income during this time.
But who really benefits from the Carrera Panamericana? The answer isn’t simple. While the hotel and restaurant sector tops the list of beneficiaries, the impact extends to entire communities. Artisans, tour guides, transporters, and local merchants are all part of an ecosystem that is activated by the arrival of visitors.
Source: oem
