More foreign tourists are visiting Mexico for its culture than for any other reason — including beach resorts

Tourism Minister Josefina Rodríguez Zamora told thousands of tourism industry professionals gathered in Guadalajara this week that Mexico’s total of 67.7 million foreign arrivals over the first eight months of the year was a two-decade high — and that the most common motive for their visit was to experience Mexican culture. 

Rodríguez was speaking as the host of the opening ceremony of the first ITB Americas trade show, which will continue through Thursday. It is expected to attract 5,000 representatives from 61 countries, including participation from all 31 Mexican states plus Mexico City,  300 exhibiting companies and organizations and 300 specialized buyers. Its economic impact for Mexico should be around US $13 million.

In a true sign of the times, Rodríguez informed the gathering that approximately 36.3% of this year’s visitors said they came to Mexico for its cultural tourism. That percentage more than doubles the 15%-16% that came for beach tourism.

Meanwhile, sports tourism has been growing in popularity, getting a boost from the 2026 FIFA World Cup, but also traceable to the Mexican Formula 1 Grand Prix, several major international marathons, cycling events, open water swimming competitions and surfing opportunities, as well as tennis and golf tournaments.

Mexico is now the sixth most-visited country worldwide and No. 1 in the Americas, with hopes of moving up to the fifth most popular tourist destination by 2030 under the government’s Plan México national development strategy. 

Mexico City has moved ahead of international cities such as London and Singapore in entertainment tourism, largely owing to hosting world-class concerts, said Rodríguez.

The tourism minister announced a planned investment of $42 billion in Mexico’s tourism sector by 2030, primarily directed at hotel and airport infrastructure, training for regional operators and strategies for enhancing tourist experiences across all states. 

Rodríguez said that Mexico’s tourism model emphasizes regional service providers who had historically been marginalized.