President Claudia Sheinbaum Pardo of Mexico said in recent remarks that the country is a major tourism attraction, with the number of international vacationers increasing by 15.5 percent in 2024 compared to the previous year. Building on that growth, tourism promotion will be further boosted as part of a new “Plan Mexico,” with the goal of becoming the world’s fifth-most-visited destination within the next few years.
“Mexico is a major attraction worldwide; everyone wants to [visit us],” President Sheinbaum said, adding that under Plan Mexico, leadership on both the federal and state levels across the country are working together to attain that goal.
“Mexico has a great reputation in the world,” Sheinbaum said, although she noted that “some have wanted to stigmatize the country over the issue of violence or organized crime.” Mexico enjoys this great recognition worldwide thanks to its reputation as a global cultural touchstone, among other factors, she added.
“More visitors will arrive and that will tremendously help us in generating jobs, in economic development and, of course, in promoting the glory of the cultural power that we represent,” President Sheinbaum said.
Minister of Tourism Josefina Rodríguez Zamora announced that, under the auspices of Plan Mexico, the country is set to become the fifth-most-visited country in the world, up from the current sixth place it holds, as determined by the World Tourism Organization and World Economic Forum. With this in mind, an intersectional tourism policy is being developed based on the following axes: sustainability; basic equality and women’s rights; public innovation for technological development; and the rights of indigenous and Afro-Mexican communities.
To this end, promotions will be undertaken under three pillars:
- Governance: A united, strengthened tourism sector will work for social, inclusive, and sustainable tourism.
- Diversification, to improve the supply and diversity of tourism services and attractions: Creation of community tourism zones; promoting the “Pueblos Mágicos,” villages with a specialized focus on colonial-era and traditional cultural attractions; discovering the Maya World; natural areas with a tourism focus; UNESCO World Heritage sites; and the promotion of new destinations and experiences.
- Promotion of new destinations and experiences in 14 international fairs: Maya Train and Maya Train hotels; strategic alliances with private investors; the creation of a new Visitmexico.com platform, which will feature “Frida Will Guide You” artificial intelligence functionality; eight roadshows throughout North America; and activities during the 2026 World Cup, such as the “Goal Hunger” Festival, with traditional cooks from 177 Pueblos Mágicos.
The Minister of Tourism also announced that from April 28 to May 1, Mexico will participate in the 49th edition of the Mexico-United States Tourism Fair, to be held in Rosario and Tijuana, Baja California, as well as in San Diego, California, in which 32 Mexican states will be represented. There will be a new marketing format, and 787 buyers from 21 countries are projected to attend. Mexico will also participate in the Taco Festival in the Mexican Food Cultural Event in San Diego; Punto Mexico at the Consulate General of Mexico in San Diego; and activities in Valle de Guadalupe.