How Mexico is Banking on Tourism Growth

Mexico’s tourism officials reported an impressive, 15.5 percent year-over-year surge in tourism arrivals in 2024. And now, the country’s president, Claudia Sheinbaum, has set her sights even higher. In January, she debuted Plan Mexico: a 13-point growth strategy for the nation that includes a goal to make Mexico the world’s fifth most-visited country by 2030.  

The plan’s tourism initiatives include increased promotion, the creation of community tourism zones, a higher profile for the nation’s designated Pueblos Magicos (Magical Towns) and a revamped VisitMexico.com website.  

It’s an extensive undertaking that will complement the existing efforts of local and state tourism offices around Mexico.  

"We are optimistic about President Sheinbaum's vision for the future of tourism in Mexico,” said Rodrigo Esponda, Managing Director of Los Cabos Tourism Board. “Any initiative that prioritizes sustainable growth, infrastructure development and the promotion of Mexico's cultural richness has the potential to benefit destinations like Los Cabos, and we look forward to learning more.” 

Here's how some of Mexico’s most popular tourism destinations are banking on continued growth. 

Jalisco 

The state of Jalisco, which is home to Guadalajara and Puerto Vallarta, reported year-over-year international arrival increases of 13.5 percent and 0.2 percent in 2024, respectively.

Tourism officials are focusing on several key areas to ensure continued growth—including infrastructure (expansion at the Puerto Vallarta and Guadalajara airports and the development of the new Chalacatepec airport, which serves the Costalegre region), the promotion of emerging regions like the state’s 12 Pueblos Magicos and a big push for events. Case in point: Jalisco will host the inaugural ITB Americas and serve as a FIFA World Cup venue in 2026. 

The state is also expecting to witness the arrival of more than 15 new hotels by 2028, and this year is touting the debut of Arena Guadalajara, an event and entertainment venue that can accommodate up to 20,000.  

“Jalisco is poised for remarkable growth in international tourism,” said Michelle Fridman, Jalisco’s recently appointed secretary of tourism. “By enhancing our infrastructure and connectivity, investing in emerging regions and attracting world-class events, Jalisco will proudly represent Mexico on the global stage.” 

Los Cabos 

Los Cabos welcomed more than 3.3 million travelers in 2024, confirming its status as a luxury hotspot with a 20 percent year-on-year increase in private jet arrivals and a 19 percent jump in per-visitor spending.  

The Los Cabos Tourism Board focuses on two areas in its strategy for success: expanding connectivity with key primary and secondary U.S. cities, and promoting strategic niche segments—including nature-based travel, golf, gastronomy, wellness and sustainability.  

Some $290 million is being pumped into airport modernization over the next five years, while about $900 million worth of hotel investment will add 900 new hotel rooms.  

“Welcoming 3.74 million visitors in 2024, we’re encouraged about our growth projection for 2025 and beyond, as this shows our destination’s visitors are deeply invested in having quality, personalized and luxury experiences,” said the Tourism Board’s Esponda.  

Mazatlan 

From January through August 2024, Mazatlan welcomed 1.56 million visitors, a jump of more than 100,000 from the same period in 2023. A 10 percent increase in airlift from Canada and 16.5 percent from the U.S. has helped deliver more travelers to this Pacific coast destination, as has an increased number of cruise ships stopping at the port.  

The destination is also benefiting from an expanded hotel inventory (up 49 percent since 2019), and tourism officials are using high-profile events like Carnaval de Mazatlan and participation at trade shows like Tianguis Turístico to boost business.  

“Our ongoing strategy focuses on international expansion, improved air connectivity and major events that position Mazatlán on the global tourism stage,” said Mireya Sosa, secretary of tourism for the state of Sinaloa. “We fully support Plan Mexico’s ambition to elevate the country’s status as a world-class tourism destination and believe Mazatlán plays a vital role in achieving that vision.” 

Nayarit 

This Pacific coast state reports 3.7 million air arrivals in the first half of 2024, a 2.6 percent year-over-year increase. Nayarit tourism officials are pushing two distinct promotional campaigns: “Awaken Paradise,” which positions the Riviera Nayarit as an enticing blend of luxury and nature, and “Mexico to Discover,” which promotes destinations throughout the state, beyond the beach circuits, with an emphasis on cultural heritage, natural wonders and the state’s nine Pueblos Magicos.  

Sports tourism is also in growth mode, as evidenced by the state’s alliances with multiple foreign teams. In addition, at least 10 new hotels are set to debut by 2026, and the soon-to-open Tepic-Riviera Nayarit International Airport will increase connectivity when it opens this year.  

“Nayarit is a destination on the rise, with a diverse offering that combines nature, culture and luxury,” said Juan Enrique Suarez del Real Tostado, the state’s minister of tourism. “The more we recognize everything that Nayarit has given to the world, from history to modernity, the more we generate new opportunities for the tourism sector and the community in general."  

Quintana Roo

As home to multiple popular tourism destinations, the state of Quintana Roo—which is marketed as the Mexican Caribbean—continues to report big numbers. Cozumel, for example, witnessed an 11 percent year-on-year increase in cruise ship arrivals in 2024, according to tourism officials.  

Tulum’s new international airport, meanwhile, handled over 1.2 million passengers in its first year, and the Tren Maya now connects 12 stations throughout the region. 

Also adding to the state’s allure are a slew of new hotels, including the St. Regis Costa Mujeres and Park Hyatt Cancun, as well as the 2027 debut of Perfect Day Mexico, a private island for Royal Caribbean passengers.  

“The future of tourism in the Mexican Caribbean is poised for exceptional growth, thanks to the introduction of key infrastructure and continued expansion efforts for domestic and international connectivity,” said Andres Martinez, CEO of the Mexican Caribbean Tourism Board. “We look forward to sharing the wonders of the Mexican Caribbean with more audiences via our upcoming travel agent education program and are confident that our signature paradise will continue to attract travelers for years to come.” 

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