Mexico’s Tourism Growth: Strategic Investments and Initiatives to Strengthen Global Appeal - Travel And Tour World (2025)

Sunday, March 30, 2025

Mexico‘s tourism industry is experiencing impressive growth, with a reported 15.5 percent increase in arrivals in 2024. In line with this positive trend, President Claudia Sheinbaum has introduced Plan Mexico, a comprehensive strategy aimed at making Mexico the world’s fifth most-visited country by 2030. The plan focuses on increasing tourism promotion, improving infrastructure, and enhancing the appeal of both well-known and emerging destinations across the country.

Plan Mexico: A Vision for Future Growth

Plan Mexico lays out 13 strategic points aimed at propelling Mexico’s tourism sector to new heights. These include a stronger emphasis on promoting Pueblos Magicos (Magical Towns), enhancing the VisitMexico.com website, and creating community tourism zones that highlight local culture and heritage. This multifaceted approach will complement the ongoing efforts of local and state tourism offices throughout Mexico, ensuring the country’s tourism offerings remain competitive on the global stage.

Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board, expressed optimism about the plan’s potential, noting that it could provide significant benefits to destinations like Los Cabos by prioritizing sustainable tourism growth and infrastructure development.

Jalisco and Emerging Destinations

Jalisco, home to iconic cities such as Guadalajara and Puerto Vallarta, has seen a 13.5 percent increase in international arrivals in 2024. The state is investing in infrastructure, including expansions at the Puerto Vallarta and Guadalajara airports, as well as the new Chalacatepec airport for the Costalegre region. Jalisco is also gearing up to host major events, such as the inaugural ITB Americas and FIFA World Cup matches in 2026. Furthermore, the state will see the debut of Arena Guadalajara, a major event venue with a 20,000-person capacity, further cementing Jalisco’s position as a key player in Mexico’s tourism sector.

Los Cabos: A Luxury Destination on the Rise

Los Cabos, a luxury hotspot, welcomed more than 3.3 million visitors in 2024, with notable growth in private jet arrivals and per-visitor spending. The Los Cabos Tourism Board is focusing on expanding connectivity with U.S. cities and promoting niche markets such as nature-based travel, golf, wellness, and gastronomy. Over the next five years, $290 million will be invested in airport modernization, while approximately $900 million will go into hotel developments, adding 900 new rooms to the destination.

Mazatlan: Expanding Airlift and Events

Mazatlan, a Pacific coast gem, saw a 10 percent increase in airlift from Canada and a 16.5 percent increase from the U.S. in 2024, helping to drive a surge in international visitors. The destination is also benefiting from an expanded hotel inventory and a growing portfolio of high-profile events like Carnaval de Mazatlan. The state of Sinaloa is keen to support Plan Mexico‘s vision, positioning Mazatlan as a key player in Mexico’s global tourism strategy.

Quintana Roo: The Mexican Caribbean’s Continued Growth

Quintana Roo, home to the Mexican Caribbean, remains a top destination, with Cozumel seeing an 11 percent increase in cruise ship arrivals. The opening of Tulum’s international airport and the ongoing development of the Tren Maya, a rail system connecting key stations throughout the region, will further boost the state’s accessibility. New hotels, including the St. Regis Costa Mujeres and Park Hyatt Cancun, are enhancing Quintana Roo’s allure, while the upcoming debut of Perfect Day Mexico, a private island for Royal Caribbean passengers, will further solidify its appeal.

Conclusion

Mexico’s tourism growth strategy is clearly paying off, with investments in infrastructure, promotional campaigns, and event hosting driving increased arrivals across the country. As destinations like Jalisco, Los Cabos, Mazatlan, and Quintana Roo continue to expand, Mexico is well-positioned to meet its ambitious goals under Plan Mexico, securing its place as a global tourism leader in the years to come.