Mexico Sets Sights on Top 5 Global Tourism Rank by 2030

Mexico aims to become the fifth most visited country in the world by 2030, targeting a 40% increase in international tourist arrivals over the next five years, according to Josefina Rodríguez Zamora, Mexico’s Minister of Tourism. The announcement follows data from the United Nations World Tourism Organization (UNWTO) showing that Mexico ranked sixth globally in 2024, with 45 million international visitors—a 7.4% increase from 2023.

However, Rodríguez Zamora emphasized that the strength of Mexico’s tourism industry will depend not only on increased visitor numbers, but also on innovation, inclusivity, and sustainability. “Our objective is not only to attract more visitors, but to redefine what tourism means in Mexico,” she said. She cited her previous work leading the “Tlaxcala sí existe” campaign, which revitalized the tourism profile of her home state, as an example of how the federal government could foster 'tourism with a human face.’

Environmentally conscious and community-focused tourism has long been a national priority. Since 2001, Mexico has encouraged  travelers to venture beyond traditional beach resorts through its “Pueblos Mágicos” program, which now includes 177 towns recognized for their cultural, historical, or natural significance.

In the decades since, traveler demand for eco-friendly, socially responsible experiences has surged. According to Booking.com, over 75% of all international tourists aim to travel more sustainably, with 57% seeking to reduce energy consumption, 54% favoring greener modes of transport, and 43% expressing guilt when making unsustainable travel choices. Domestically, 98% of Mexican travelers actively consider sustainability in their travel plans, according to the same report. In response to these preferences, a Credence Research study projects that Mexico’s sustainable tourism industry could generate US$74.8 billion by 2032.

To meet evolving expectations, international climate commitments, and local community demands, several Mexican states have launched new initiatives promoting sustainable tourism. In Nayarit, authorities have announced plans to develop 33 eco-friendly destinations, alongside investments in infrastructure and water network improvements. In July, Baja California Sur introduced a US$25 tourist tax for visitors staying for more than 24 hours, with proceeds funding local conservation efforts and tourism services. 

In Cancun, local authorities have achieved “Blue Flag” certification for seven beaches, a distinction granted by the Foundation for Environmental Education (FEE) to sites meeting rigorous standards in water quality, safety, environmental management, and education. In April, Jalisco Secretary of Tourism Michelle Fridman Hirsch announced that 12 beaches in Puerto Vallarta would also pursue the Blue Flag designation.

At the federal level, the National Confederation of Chambers of Commerce, Services and Tourism (CONCANACO-SERVYTUR) in collaboration with the Ministry of Environment and Natural Resources (SEMARNAT) recently launched plans for the First National Federal Zone Forum. The initiative seeks to promote sustainable coastal development, improve environmental governance, and stimulate investment in conservation-driven tourism projects.

According to the Credence Research report, nearly 70% of travellers are willing to pay more for flights with lower carbon footprints. Mexican low-cost carriers Volaris and Viva stand to benefit from evolving preferences, as a Cirium study ranked the airlines fourth and 11th globally for carbon efficiency.