Mexico Invests More Than $42.4 Billion in Tourism Promotion

Josefina Rodríguez Zamora Highlights Growth in Mexico’s Tourism Investment Sector

Josefina Rodríguez Zamora announced that Mexico has invested more than $42.4 billion USD in tourism development and promotion efforts, reflecting the country’s continued commitment to strengthening its tourism industry.

During the first four months of 2026, Mexico’s Tourism Investment Portfolio included 773 active projects nationwide. This represented a 10% increase in the number of projects and a 16% rise in total investment compared to the third quarter of 2025.

Quintana Roo leads the country in planned tourism investment, accounting for 20% of the national total. It is followed by Nayarit with 19%, Jalisco with 12%, and Baja California Sur with 9%.

According to Zamora, the Tourism Investment Portfolio has become a stronger and more strategic tool that aligns with Mexico’s broader economic and tourism development goals.

She emphasized that, for the first time, data has been collected from all 32 federal entities in the country, providing a more comprehensive national overview of tourism investments. This broader perspective helps authorities identify emerging trends, improve planning strategies, and monitor the growth of key tourism projects across Mexico.

Starting this quarter, officials also introduced a new classification system that identifies the tourism segment associated with each project. The addition is expected to provide more accurate insights into investment trends, growth opportunities, and areas for tourism diversification nationwide.

The collected data shows that sun-and-beach tourism remains the dominant segment, representing 28% of all registered projects. Cultural tourism follows with 20%, while business tourism accounts for 15% and ecotourism represents 11%.

The figures highlight Mexico’s ongoing efforts to diversify and strengthen its tourism offerings beyond traditional beach destinations.