Mexico is entering a new chapter in its tourism evolution—one marked by innovation, infrastructure and inclusive travel experiences. Under the leadership of newly elected President Claudia Sheinbaum, the country is setting its sights on becoming the fifth most-visited destination in the world by 2030.
In an exclusive interview with Secretary of Tourism Josefina Rodriguez Zamora, who was appointed in October 2024, Rodriguez Zamora shared insights into the government’s ambitious strategy, which is rooted in tourism growth.
Bold Vision and Investment Strategy
The U.S. remains Mexico’s largest tourism source market, with over six million American travelers visiting in early 2025—a 4.2 percent increase compared to the same period last year. Canadian tourism has also seen impressive growth, up 11.6 percent year-over-year.
While North America continues to drive tourism numbers, Mexico is expanding its international outreach through road shows and global partnerships. Mexico is launching a “Meet Mexico” travel trade roadshow that will visit major cities across the U.S. and Canada. The initiative aims to strengthen industry relationships and showcase the country’s diverse tourism offerings.
The roadshow will stop in Chicago and Toronto from August 25–29, followed by Dallas and Houston from September 9–13. It will then head to San Francisco and Los Angeles from October 7–11, before concluding in Montreal and New York from November 10–14, 2025.
“We are entering new markets,” said Rodriguez Zamora. “The Asian market, for example, has become a great opportunity, with tourist arrivals increasing month by month. We’re focusing on expanding key segments such as leisure, romance and cultural tourism. Through a global promotional push—including road shows and participation in 15 international fairs across 15 countries—we’re rolling out one of our most extensive marketing efforts to date.”
She adds that in September, nine Mexican states are promoting themselves in China, showcasing the Mayan Train and other attractions for the first time.
Tren Maya and Cultural Immersion
One of the country’s most transformative initiatives is the Tren Maya (Mayan Train)—a flagship project that opens up Mexico’s lesser-known southeastern states to tourism. The train is designed to help visitors move beyond the usual Cancun circuit and explore deeper, more immersive experiences across the region.
“Without a doubt, our flagship product, the Mayan Train, which is a new and unique infrastructure, runs through all the states of southeastern Mexico and today allows visitors to explore over 32 archaeological sites and indigenous magical towns. It has become another reason to visit our country.”
At the heart of Mexico’s strategy is community-based tourism, which Rodriguez Zamora describes as a top priority. “We’re offering unique experiences across all 32 states. Tourists engage with local cultures, gastronomy and tours—connecting with the real Mexico,” she said.
More than 90 communities across the country are now equipped with tourism infrastructure, ensuring more equitable economic distribution and meaningful visitor experiences.
“Mexico is a destination to fall in love with, to discover, and above all, to revisit again and again,” said Rodríguez Zamora.
With 2025 on track to be one of the strongest years in decades for international arrivals, all signs point to a tourism renaissance. As Rodriguez Zamora put it: “We have a clear plan, and we are executing it. The world is rediscovering Mexico.”
For more information, visit visitmexico.com.
