Una aproximación al turismo idiomático en México: el caso de la Universidad de Guadalajara

Astudy of language tourism in Mexico is presented with a view to showing its possibilities as a tourism segment within the framework of the internationalisation of Higher Education, with the University of Guadalaja‐ra as a case study. The design of the study was qualitative and, therefore, a survey was applied to foreign students who were on exchange at the university during the winter of 2023, in order to gauge their perceptions of their stay in the city, the university and their motivations for the exchange. It was concluded that the institution and Guadalajara are at an early stage in language tourism but possess all the necessary requirements to become an attractive destination. Therefore, it is necessary to promote strategies towards internationalisation in the institu‐ tion in order to generate a positive impact on the number of incoming foreigners, such as measures taken by the Ministry of Tourism to promote language tourism in Mexico, due to the lack of a national agenda in this respect.