Market spotlight: Mexico

Alex Pace
Managing Director
Visit California Mexico

Market performance

In 2024, Mexico generated 7.8 million visits, representing 47.3% of all international travel to the state, and $4.9 billion in visitor spending, or 18.8% of total international spend. This level of activity supports steady, year-round demand and reinforces Mexico’s critical role within California’s international tourism landscape.

Recent performance further underscores this stability. Mexico recorded the highest year-over-year growth among all priority markets. While total priority markets declined 7.1%, Mexico posted 5.5% growth year to date through November 2025.Looking ahead, Tourism Economics anticipates continued, incremental growth in both visitation and spending through 2029.

Expanded air connectivity and favorable exchange rates remain key drivers of this momentum. Mexican carriers, including Volaris and Viva Aerobus, have increased routes to California, improving accessibility and competitive pricing. Much of this expanded airlift has been directed to Northern California, supporting Visit California’s long-term strategy to disperse visitation beyond Southern California and strengthen regional travel demand. Favorable exchange rates have further strengthened California’s appeal, improving purchasing power for Mexican travelers and making California and the United States more affordable.

Competitive environment

At the same time, competition has intensified. Mexican travelers are increasingly exploring destinations internationally and across the U.S., particularly in Florida , driven by family travel options and value-oriented messaging. Despite this, California continues to benefit from exceptionally high repeat visitation. Most Mexican travelers already know the state well, travel frequently and return multiple times, creating both opportunity and responsibility to keep the destination fresh and relevant.

Visit California programs

Visit California’s programs in Mexico tap into California’s strong emotional connection with Mexican audiences through sports, entertainment and family travel. Programs are focused on expanding product knowledge and inspiring repeat visitors to explore beyond familiar Southern California destinations. Partnerships such as Visit California’s collaboration with Avis are designed to push travelers beyond traditional gateways, introducing lesser-known destinations and highlighting the state’s depth and diversity. Collaborations with Aeromexico Vacations and Donde Ir will spotlight California around major moments such as the FIFA World Cup and Super Bowl, encouraging travel across the state.

Looking ahead to 2026, Mexico is expected to remain a reliable and strategically vital source of international visitation for California. Major global sporting events, including the FIFA World Cup and the Super Bowl, combined with California’s year-round sports, entertainment and cultural appeal, will provide compelling reasons to travel. With a strong foundation in place, efforts in Mexico remain focused on capturing incremental growth opportunities while reinforcing California’s leadership position in an increasingly competitive global travel landscape.