In Latin America, January sets the tone for the year. Between major popular celebrations, craft fairs and the first key meetings of the tourism industry, the region brings together cultural heritage and sector dynamics. For professionals, the start of the year offers both highlights for observing local traditions and strategic spaces for networking and positioning in international markets.
Carnival of Blacks and Whites – Pasto, Colombia (from December 28 to January 7)
In Pasto, the beginning of the year is lived out in the streets. Parades, monumental floats and masks take over the city, while participants paint their faces black or white, a symbol of equality and cultural coexistence. Rooted in Indigenous, African and Hispanic traditions, this carnival remains one of the most important and most beloved cultural events in southern Colombia.
Among its emblematic moments are the Painted Parade, the Grand Parade and the Old Year Parade, marked by a procession followed by the burning of large satirical figures. Inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, the carnival illustrates the vitality of Colombian popular art.
La Fiesta Grande – Chiapas, Mexico (from January 4 to 23)
In Chiapa de Corzo, La Fiesta Grande brings together processions, traditional music and collective rituals for almost three weeks. The Parachicos, recognizable by their carved wooden masks, colorful costumes and rattles, play a central role in the celebrations.
They accompany the religious processions dedicated to the Señor de Esquipulas, San Antonio Abad and San Sebastián. This tradition, also recognized by UNESCO, is one of the pillars of Chiapas’ cultural identity.
National Festival of Doma and Folklore of Jesús María – Córdoba, Argentina (from January 8 to 18)
The 60th edition of the National Festival of Doma and Folklore of Jesús María will take place at the José Hernández Amphitheatre in Argentina. The event combines jineteada and rodeo competitions with a music programme bringing together leading figures from folklore and the popular music scene.
The festival also highlights emerging talent through the Camino al Festival 2026 competition. Opening night will feature a voluntary contribution format, underscoring six decades of history for this landmark event.
Puro Sabor Festival – Estelí, Nicaragua (from January 18 to 23)
The Puro Sabor Festival is aimed primarily at professionals in the cigar industry. It begins in Granada with business meetings, before continuing in Estelí, the main hub of Nicaraguan tobacco production.
Visits to plantations, curing barns and ageing warehouses, tastings guided by master blenders, product launches and private dinners shape a programme designed to foster business exchanges and networking.
FITUR – Madrid, Spain (from January 21 to 25, 2026)
The 46th edition of FITUR will bring together more than 255,000 tourism professionals from 156 countries at IFEMA Madrid. This year, Mexico will be the guest country of honour, and the trade fair will strengthen its sector-based approach with the creation of the Knowledge Pavilion, bringing together technological innovation, export, sport, foresight and digital solutions.
Visit Latin America will take part in FITUR and provide dedicated coverage of destinations and stakeholders from the region.
Alasita Fair – La Paz, Bolivia (January 24)
In La Paz, the Alasita Fair opens with a ceremony dedicated to Ekeko, the Andean deity of abundance. Artisans and visitors gather at Parque Urbano Central to acquire miniature objects symbolising wishes and projects for the year ahead.
The Alasita Bicentennial edition brought together more than 6,000 artisans, with an offer ranging from traditional miniatures to new contemporary creations. Although the official opening takes place on January 24, the fair runs until early March.
Between popular festivals, craft fairs and major professional gatherings, January stands out as a pivotal month for understanding the cultural and tourism dynamics of Latin America. These events offer both insights into the territories and opportunities for industry players involved in supporting the region throughout the year.
Photos: Carnaval de Blancos y Negros de Pasto | Visit Chiapas | Festival Puro Sabor
