Mexico Revises U.S. and Canadian Tourism Strategy in 2025

Mexico revises U.S. and Canadian Tourism Strategy in 2025, especially in targeting more visitors from the United States and Canada — its two most important source markets. After the closure of the Mexico Tourism Board in 2019, which left the country without a centralized agency to market its destinations abroad, Mexico has been rebuilding its international tourism strategy with a new, more focus approach.

Beginning in 2023, the federal government through SECTUR and the Association of State Tourism Secretaries (ASETUR) launched joint initiatives with states, airlines, and the private sector to reengage key North American markets. This renewed effort—highlighted by SECTUR’s “Meet Mexico Roadshow 2025 and cross-border promotions tied to the FIFA World Cup 2026.”—marks a major step in reestablishing Mexico’s promotional presence in the United States and Canada, its two most important sources of international visitors.

According to data from the Federal Ministry of Tourism (SECTUR), between January and September 2025, Mexico welcomed 71 million visitors, marking a 13.9% increase compared to the same period in 2024. Tourism revenue also climbed 6.2%, reaching US$25.7 billion, while international air tourists spent an average of US$1,242, up 6.1% year-over-year.

Meet Mexico Road Show 2025: Taking Mexico to North America

One of the key initiatives this year is the “Meet Mexico Road Show 2025”, a comprehensive promotional tour designed to connect Mexican destinations, hotels, and tourism service providers directly with wholesalers, tour operators, and travel agents in eight major North American cities: Chicago, Toronto, Dallas, Houston, San Francisco, Los Angeles, Montreal, and New York all major gay cities with large LGBTQ residents frequently visiting Puerto Vallarta. 

The tour, organized by CREATURISMO in coordination with SECTUR, aims to strengthen Mexico’s commercial ties with travel industry professionals in the U.S. and Canada — promoting the country’s diverse offerings from sandy beaches and traditional cultural heritage to adventure, wellness, gastronomy, and LGBTQ+ travel experiences.

The first two stops — Chicago and Toronto — gathered more than 200 confirmed buyers, with over 800 expected throughout the full tour. The agenda continues with Dallas and Houston (September 9–13), San Francisco and Los Angeles (October 7–11), and concludes with Montreal and New York (November 10–14).

This series of business sessions also serves as a prelude to the 50th edition of Tianguis Turístico, set for 2026 in Acapulco, Guerrero, where international exhibitors will participate for the first time.

Beyond the Road Show: Mexico’s Broader Promotion Strategy

While the Meet Mexico Road Show is the flagship effort, it’s part of a much larger campaign to consolidate Mexico’s image in front of potential travelers. These initiatives include:

• Permanent Tourism Observatory: Launched by SECTUR and the Ministry of Foreign Affairs (SRE), this program strengthens the country’s tourism promotion network through embassies and consulates across the U.S. and Canada. It ensures that Mexico’s brand image remains consistent, trustworthy, and visible abroad. Reference here.

• UNESCO Cultural and Community-Based Tourism Strategy: In partnership with UNESCO, Mexico is positioning itself as a destination for authentic, sustainable, and cultural travel experiences, emphasizing indigenous communities, heritage preservation, and responsible tourism. Source reference here 

• FIFA World Cup 2026 Joint Campaign: As a co-host nation with the United States and Canada, Mexico is developing coordinated marketing campaigns that promote tourism routes, cultural exchanges, and infrastructure improvements in host cities like Guadalajara, Monterrey, and Mexico City. Source reference here

• Public–Private Alliances: Mexico’s government is partnering with destination boards, chambers of commerce, and the private sector to strengthen specialized markets such as luxury, wellness, and LGBTQ+ tourism, highlighting destinations that combine hospitality with inclusion. Source article here

• Air Connectivity and Regional Promotion: Enhanced air connectivity plays a major role. New and reinstated flight routes between U.S. West Coast cities and destinations like Puerto Vallarta, Los Cabos, and Cancun are supported by joint promotional campaigns targeting high-spending travelers. Source reference here

Why the U.S. and Canada Matter More Than Ever

According to UN Tourism, Mexico is now the second most visited country in the Americas, only behind the United States. The U.S. accounts for roughly 60% of Mexico’s inbound tourism, while Canada contributes around 10%, particularly during the winter season.

Average trip duration from these markets ranges from five to ten days, with travelers primarily seeking leisure, wellness, family, and cultural experiences. Visitors from California, Texas, and Ontario are also among the highest-spending segments, making them a top priority for marketing campaigns.

Impact on Puerto Vallarta and LGBTQ+ Tourism

These efforts benefit Puerto Vallarta, which remains one of Mexico’s top choices for U.S. and Canadian LGBTQ+ travelers. By increasing exposure through initiatives like the Meet Mexico Road Show, World Cup campaigns, and international events like FITUR 2026, Vallarta gains stronger brand visibility within the LGBTQ+ market.

For local gay businesses in Puerto Vallarta— from gay hotels and beach clubs to gay nightlife venues and LGBTQ+ tour operators — this renewed focus means greater potential to attract international LGBTQ+ visitors seeking inclusive and authentic Mexican vacations.

Looking Ahead

Mexico’s 2025 tourism promotion strategy demonstrates that the country is not resting on its success. Through a combination of direct market engagement, cultural diplomacy, air connectivity, and inclusive tourism promotion, Mexico is ensuring that its message to North American travelers is clear: The warmth, diversity, and hospitality of Mexico are closer than ever — and ready to welcome the world. For more Puerto Vallarta gay travel news and events visit the GAYPV website here.