Mexico closed the first half of 2026 with five all-time records in tourism indicators, and the government expects to surpass the 48 million international tourists recorded in 2025 this year, supported by the boost from the FIFA World Cup and a strategy aimed at diversifying tourism markets and products.
Tourism Secretary Josefina Rodríguez Zamora reported Thursday during a press conference at the National Palace in Mexico City that between January and June, 51.1 million international travelers arrived in the country, 7.7% more than during the same period in 2025, while international tourists increased by 4.6%.
The official explained that international tourism revenues exceeded $18.78 billion, representing an increase of 0.5%.
Rodríguez highlighted the impact of the World Cup, noting that the three Mexican host cities — Mexico City, Guadalajara, and Monterrey — recorded an increase of more than 36% in tourists during that period, which helped improve the country’s tourism outlook.
The official forecast a “strong finish” to 2026 due to the momentum generated during the first half of the year and events such as Day of the Dead, Formula 1, NBA activities, and state tourism agendas, factors with which the government expects to surpass the 48 million tourists recorded in 2025 by the end of the year.
In June alone, Mexico received 8.2 million international travelers, an increase of 2%, including 4.1 million tourists who stayed overnight in the country. Economic benefits reached $2.913 billion, representing growth of 5.9%, while average spending increased by 9.6%.
Faced with a decline in the U.S. market associated with fewer flight frequencies, Mexico is seeking to expand its presence in other markets, Rodríguez explained, highlighting growth from Colombia, Brazil, Japan, and Canada, as well as a promotional strategy involving tourism fairs and promotional caravans.
She also emphasized that the country is seeking to reduce its dependence on traditional sun-and-beach tourism by expanding its cultural and community-based offerings, with experiences connected to artisans, traditional cooks, nature, and local communities.
According to Rodríguez, 40% of travelers who arrived between January and June did so for cultural reasons, a trend the government intends to capitalize on to attract higher-spending visitors.
Source: mvsnoticias
