Mexico has set a clear goal for its tourism industry: to move from the world’s sixth most-visited country to the fifth by 2030. This ambition comes at a time when global travel has fully recovered from the COVID-19 pandemic, reaching new records.
The federal government’s confidence is based on strong recent numbers. From January to November 2025, Mexico saw a 13.8% increase in international visitors, who spent close to $31.2 billion. The plan to climb the rankings involves a major push to highlight the country’s diverse culture and communities.
A Strategy Built on Four Pillars
Tourism Secretary Josefina Rodríguez explained during a press conference that the national plan is structured around four key areas.
The first is a comprehensive national tourism strategy, now formalized as the Plan Mexico. Its central aim is reaching that top-five position. A major part of this is constant promotion, working to make the “Mexico” brand synonymous with hospitality, rich culture, and new destinations to discover.
The second pillar is diversifying what Mexico offers visitors. The goal is to move beyond the well-known beaches. The country has 32 states, each with its own attractions, and new infrastructure, such as the Maya Train, is opening up more regions for tourists to explore.
Third is improving how tourism services are sold, with a strong focus on digital tools. The aim is to create “smart destinations” that connect travelers directly with service providers, from local cooks to tour guides, helping smaller businesses thrive.
The fourth pillar is infrastructure. The government wants to build solid, sustainable tourist facilities while avoiding the overcrowding and “invasive tourism” problems seen in other popular destinations.
A Year of Major Opportunities
Secretary Rodríguez calls 2026 a historic year for Mexican tourism, packed with global events.
It will start with a major presence at the FITUR tourism fair in Madrid in January. But Mexico’s plan goes beyond the convention center. The country plans to take its culture to Madrid’s public parks and streets with dances, food, and crafts, aiming to engage the entire city.
In April, the national Tianguis Turístico trade fair will be held in Acapulco for its 50th edition. This event is meant to showcase the city’s recovery and rebirth after Hurricane Otis, highlighting new investment and planning.
Then comes one of the biggest events: co-hosting the 2026 FIFA World Cup. Authorities see this as the year’s largest tourism opportunity, expecting more than 5 million visitors. The plan is to make it more than just a soccer tournament by creating nationwide cultural festivals and tourist routes that connect host cities with Mexico’s many Pueblo Mágico towns.
Working with Communities and Business
A central theme of the strategy is ensuring tourism benefits local communities. The government states that community-based tourism helps spread economic gains, improves social indicators, and is done with sustainability in mind.
Officials also emphasize a close partnership with private tourism businesses. The government reports holding regular working meetings with industry groups on topics like promotion and digitalization, aiming to incorporate their on-the-ground experience into public policy.