Surging arrival numbers. New airports and rail service. Increased connectivity. Mexico¡¯s tourism sector is in growth mode, as the administration of President Claudia Sheinbaum ramps up efforts to make Mexico the world¡¯s fifth most-visited country by 2030.?

Josefina Rodriguez Zamora, who was appointed Mexico¡¯s secretary of tourism in October 2024 as part of the new Sheinbaum administration, spoke with TravelPulse about what¡¯s new on Mexico¡¯s tourism scene ¡ª and what the future might bring.?

Mexico's Secretary of Tourism, Josefina Rodriguez Zamora. (Photo Credit: Secretaria de Turismo (SECTUR))

To what do you attribute Mexico¡¯s impressive growth in international arrivals?
The sustained growth we¡¯ve seen from the U.S. and Canada is due to a combination of strategic factors. First, air connectivity has improved. In the first five months of 2025, more than 7.8 million tourists from these two markets arrived in Mexico ¡ª a 6.1 percent increase over the previous year.

The U.S. remains our main source market, with six million tourists [4.2 percent more than the same period in 2024], while Canada shows even stronger growth at 11.6 percent. This also reflects the renewed confidence of international travelers in Mexico as a safe, welcoming and authentic destination.

Additionally, digital promotional campaigns such as ¡°Latidos del Mundo¡± [Heartbeats of the World] have been key to emotionally connecting with travelers and addressing post-pandemic trends: wellness, nature and authentic experiences.

Tourists stroll through a market on Isla Mujeres, Quintana Roo, Mexico. (Photo Credit: Mexican Caribbean Tourism Board)

How does Mexico position itself to compete successfully against other vacation hotspots?
Mexico is unmatched in cultural wealth, rich history and the emotional connection it creates with every traveler. We may have spectacular beaches like other destinations, but what makes Mexico truly unique is that each region has its own identity, distinctive cuisine and a human warmth that¡¯s felt immediately.

Travel advisors can position Mexico not just as a vacation destination, but also as a place for?transformational experiences that connect the traveler with a one-of-a-kind cultural and human legacy. Mexico is a destination to fall in love with, to discover and, above all, to revisit again and again.

The Hotel Zone in Cancun, Quintana Roo, Mexico. (Photo Credit: Mexican Caribbean Tourism Board)

Mexico has witnessed the opening of new airports in Tulum, Mexico City and Costalegre, as well as the launch of the first-ever international scheduled flights in and out of Tepic, Nayarit. Airports like the ones in Guadalajara and Puerto Vallarta, meanwhile, are expanding. What role does airport development play in Mexico¡¯s tourism growth?
Investments in airport infrastructure are essential to strengthen tourism in Mexico so that every visitor can fully enjoy the grandeur of our country.? Airports like Tulum and the new international service in Tepic aren¡¯t just arrival points; they¡¯re real drivers of regional development.

These new facilities and expansions improve access to emerging and less-explored destinations, allowing tourists to explore more corners of Mexico with greater comfort and ease. They also help relieve congestion at [other] airports, enhancing the travel experience from the moment of arrival.

Outlook over Puerto Vallarta, Jalisco, Mexico. (Photo Credit: Puerto Vallarta Tourism Board)

What effect has the new Felipe ?ngeles International Airport had on Mexico City and the nation¡¯s air travel scene so far?
Felipe Angeles International Airport has been one of this government¡¯s most significant infrastructure projects. It¡¯s not just a way to ease congestion at Benito Juarez International Airport; it¡¯s also a modern, functional facility ¡ª and I dare say one of the nation¡¯s most beautiful airports.

Little by little, domestic and international connectivity has grown, and it¡¯s establishing itself as a viable and convenient alternative for domestic as well as foreign travelers. In addition, the future rail connection with downtown Mexico City will further enhance accessibility and integrate it fully as part of the capital¡¯s mobility network.

Benito Juarez International Airport in Mexico City, Mexico. (Photo Credit: departurelevel.com)

The Tren Maya (Mayan Train) was completed at the end of last year. What impact is this new rail service having on tourism, communities and the environment?
The?Tren Maya?is one of Latin America¡¯s most ambitious sustainable mobility projects. It links five southeastern Mexican states, providing access to archaeological zones, indigenous communities and Magical Towns, with a cultural, social and ecological focus.

So far, it has carried more than 1.3 million passengers and boosted hotel occupancy in the Maya world region. It¡¯s creating jobs and local development while respecting the environment through eco-stations, wildlife corridors and clean energy.

Playa del Carmen, Quintana Roo, Mexico. (Photo Credit: Mexican Caribbean Tourism Board)

There¡¯s talk of expanding long-distance passenger rail service in other parts of Mexico. What role will trains play in Mexico¡¯s tourism future?

The government of President Claudia Sheinbaum has made it clear that passenger trains are a strategic part of the nation¡¯s future. They represent not just a cleaner, more efficient transportation alternative; they also permit the integration of regions that have been historically disconnected, the strengthening of tourist destinations and the generation of shared prosperity for local communities.?

The Tren Maya is a current example of this new paradigm, but it¡¯s not the only one. Routes are already being on worked on, like the Tren Interoceanico [Interoceanic Train], and corridors are planned to Quer¨¦taro, Pachuca, Guadalajara and other northern regions. These initiatives are the result of a long-term vision that aims to diversify national mobility, improve the travel experience and position Mexico as a leader in sustainable, inclusive tourism.?

Ziplining on Isla Mujeres, Quintana Roo, Mexico. (Photo Credit: Mexican Caribbean Tourism Board)

What more can you tell us about the Tren Interoceanico?
The?Tren Interoceanico, which links Salina Cruz [Oaxaca] and Coatzacoalcos [Veracruz], supports tourism in the Isthmus of Tehuantepec, and reactivates the cultural and economic potential of the region. It will include passenger and tourist train services along the corridor.

We¡¯re also evaluating additional rail routes in urban and regional areas, always aiming for a modern, efficient and environmentally responsible transportation model.

The Palace of Fine Arts in Mexico City, Mexico. (Photo Credit: AdobeStock/Richie Chan)

The Sheinbaum administration has shared its strategy for economic and infrastructure growth through 2030. What does the future of Mexican tourism look like?

Mexico has a bright future in tourism, grounded in cultural and natural wealth, and the warmth of its people. Under the leadership of President Claudia Sheinbaum, we¡¯re promoting sustainable, community-based tourism that boosts shared prosperity and authentic experiences beyond sun and sand.

The?Mexico 2030 Plan?is our roadmap to rank among the world¡¯s top five destinations, with clear goals to grow employment, investment, connectivity and revenue. Modern infrastructure, like new airports and trains, facilitates mobility and opens up emerging destinations.

In addition, campaigns like ¡°Heartbeats of the World¡± build traveler trust, as evidenced by sustained tourism growth, especially among women who see Mexico as a safe, welcoming country.

With innovation, inclusiveness, and respect for the environment, Mexico is established as a global destination that invites the world to discover, to fall in love, and to come back again.?

The stunning beauty of Los Cabos. (Photo Credit: Los Cabos Tourism Board)

Mexico¡¯s Secretary of Tourism is staging a "Meet Mexico" travel trade roadshow that will visit various cities in the United States and Canada. Dates are as follows:?

• Chicago and Toronto: August 25¨C29, 2025
• Dallas and Houston: September 9¨C13, 2025
• San Francisco and Los Angeles: October 7¨C11, 2025
• Montreal and New York: November 10¨C14, 2025

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