● The Xcaret Fair of Mexican Folk Art returns from September 25 to 28, cementing its status as the most important event of its kind in the country.
● More than 2,500 people benefited from the inaugural edition, which operated under a fair trade model with 59% of sales proceeds going to indigenous communities.
● This year, a special category inspired by the Virgin of Guadalupe has been added to the national contest to recognize her significance in folk art.
Mexico City, July 8, 2025. At an event held at the Museum of Popular Art—welcomed by the museum’s director, Walther Boelstery, and the President of the Board of Trustees, Mercedes Vigil—Grupo Xcaret announced the second edition of the Xcaret Fair of Mexican Folk Art. The event will take place from September 25 to 28, 2025, at Xcaret Park, solidifying its position as the most significant event of its kind in Mexico.
This cultural gathering at Xcaret Park in Quintana Roo brings together leading figures and emerging artists of Mexican folk art in a single venue. It fosters direct connections between artisans and both domestic and international audiences, serving as a living expression of Grupo Xcaret’s purpose: to make the planet happier by sharing our deep love for Mexico, strengthening the country’s cultural fabric, and creating conditions for shared prosperity.
Following the success of the inaugural edition—which benefited approximately 2,600 people from 21 Mexican states, with 59% of direct sales revenue going to workshops in indigenous communities—this year’s fair anticipates the participation of over 140 artisan workshops, many of which preserve ancient traditions. The fair guarantees a fair trade model in which artisans receive 100% of their sales proceeds, thereby fostering the economic autonomy of their communities. One of the major challenges in keeping Mexico’s folk art traditions alive is fostering interest among new generations in continuing their ancestors’ legacy. To achieve this, it is not enough for artisan work to be economically viable; it must also be an expression recognized, admired, and valued by society. In this regard, the fact that 70% of participants report having apprentices in their workshops is an encouraging sign that traditional knowledge is being passed down. Events like the Xcaret Fair of Mexican Folk Art contribute to this continuity by providing visibility, recognition, and exposure to artisan craftsmanship, thereby sparking enthusiasm among young people to become part of this valuable legacy.
During the fair, the “Xcaret: Yesterday and Today” national contest will be held for the second consecutive year, recognizing the best works across five categories. Four of these categories focus on the techniques and materials used: ceramics, textiles, wood, and other techniques. In each of these categories, first place will receive 100,000 pesos, second place 80,000 pesos, and third place 60,000 pesos; honorable mentions carrying a 20,000-peso award will also be granted. A new addition to this year’s edition is a special category inspired by the Virgin of Guadalupe—open to any technique—which will award prizes to the three best pieces based on their symbolic, devotional, and artistic power within the realm of folk art.
“This fair is part of our commitment to celebrating our roots and showcasing Mexico’s artisan talent. More than just an event, it is a platform for preserving and sharing our cultural heritage, and for acknowledging our societal responsibility to safeguard it equitably—valuing the craftsmanship, history, and identity that each piece represents,” noted Leticia Aguerrebere, General Director of the Xcaret Fair of Mexican Folk Art.
The Fair also stands as a clear expression of Grupo Xcaret’s commitment to sustainability and respect for human rights. Since its inception, it has been envisioned as a space where traditions are safeguarded, bearers of ancestral knowledge are honored, and respect for the dignity of artisans is fostered.
“When a space is fair, safe, and respectful, artisans recognize it as their own. That is why they return; that is why they place their trust in it. The Xcaret Fair of Mexican Folk Art reflects the deep respect we hold for their work, their identity, and their rights,” noted Iliana Rodríguez, Corporate Director of Sustainability and Institutional Dialogue at Grupo Xcaret.
This year, the fair will feature representatives from 22 states across the country, including 60 “Grand Masters” of Mexican Folk Art and 35.7% new talent who did not participate in the previous edition. This reflects a commitment to renewing and enriching the experience year after year, offering the public new forms and expressions of folk art. Regarding the techniques represented, the following will be included:
· 44 textile artisans, specializing in items such as rebozos (shawls), embroidery, backstrap and pedal loom weaving, drawn-thread work, and natural dyeing.
· 34 ceramicists, covering 11 different styles.
· 28 woodworkers, utilizing at least 6 different techniques.
· 34 artisans working in other disciplines, such as jewelry, fiber arts, cartonería (papier-mâché), Wixárika art, glasswork, popotillo (straw mosaic), goldsmithing, painting, amate (bark paper) art, metalwork, leatherwork, and stonework, among many others.
In addition to the exhibition and sale of pieces, the fair will feature a cultural program including talks with master artisans, live demonstrations, traditional clothing fashion shows, keynote lectures, and expert panels, fostering dialogue among creators, designers, academics, collectors, and students.
The Xcaret Fair of Mexican Folk Art aims to:
● Preserve artisanal traditions as living heritage.
● Encourage direct sales without intermediaries.
● Boost economic development in rural and indigenous communities through artistic talent.
● Highlight the cultural and social impact of folk art across the country.
As part of the legacy of its inaugural edition, Grupo Xcaret produced the 2024 Fair Record (Memoria de la Feria 2024), a publication compiling images, profiles, and contact details of the participants, serving as a valuable resource for those wishing to continue promoting and supporting Mexican folk art.
Recognizing that folk art is not merely inherited but lived, honored, and shared, Grupo Xcaret promotes this fair as a fitting venue where the hands that preserve our identity can showcase their greatness. For when Mexico expresses itself through its art, the entire planet is filled with color, history, and hope.