Mexico’s tourism story continues to expand beyond its iconic beach destinations, and Valle de Guadalupe is the latest region stepping confidently into the spotlight. The announcement of Montage Valle de Guadalupe, expected to open in 2028 within the Bruma Wine Estate, reflects the growing momentum behind emerging destinations that blend gastronomy, landscape and refined hospitality.

Developed by Montage International in partnership with Thor Urbana and Life Properties International, the project will mark Montage’s fifth property in Mexico, building on the success of Montage Los Cabos. Its continued expansion in the country underscores the strength, stability and global appeal of Mexico’s high-end travel market.

Set amid vineyards and mountains just an hour from the U.S.–Mexico border, the 62-room resort will feature private residences, a signature Spa Montage, curated culinary concepts and immersive wine experiences. Valle de Guadalupe itself has become one of Latin America’s most exciting culinary regions, home to more than 150 wineries and acclaimed restaurants such as Fauna, consistently recognized among the region’s best.

More broadly, this development signals a powerful evolution within Mexico’s tourism industry. Travelers are increasingly seeking destinations rooted in authenticity, culture and sense of place, and regions like Valle de Guadalupe are answering that call. As new projects take shape in emerging areas across the country, they reinforce Mexico’s position as a diverse, dynamic and forward-looking destination on the global stage.