As part of the ambitious Plan Mexico, President Claudia Sheinbaum Pardo announced the nation’s goal to reach fifth place globally in international tourist arrivals by 2030—representing a 40% increase over current figures. The strategy focuses on sustained sector growth and strengthening the global presence of the “Mexico” brand.
During her address, the head of state emphasized that tourism is currently Mexico’s third-largest source of foreign income. “Moving from sixth to fifth place is a major leap. We have a plan to boost tourism across all sectors. Mexico is in style,” Sheinbaum stated. The goal aims to add three million international tourists per year.
Tourism Secretary Josefina Rodríguez Zamora presented encouraging figures: between January and April 2025, Mexico saw $13.311 billion in revenue from 31.5 million international visitors, generating five million direct jobs. The Tourism Investment Portfolio 2025–2030 includes 282 projects across 22 states, with an estimated investment of $20.615 billion—41.7% of which is foreign capital.
To achieve these targets, new source markets in the Americas, Europe, and Asia will be developed. Hotel infrastructure will be expanded, and more tourism service providers will be certified in sustainability. Forecasts project a 46% rise in international tourism revenue, a 27% increase in tourism-related employment, and a 9.8% growth in domestic tourism.
In anticipation of the 2026 FIFA World Cup, with matches in Mexico City, Monterrey, and Guadalajara, the country expects 5.5 million visitors, a 44% increase in overall tourism, and over $1 billion in consumer spending. The government also plans to bring the World Cup experience to all 32 states through cultural and culinary festivals, alongside the launch of a specialized tourism app.
