In a move to enhance service quality and reinforce traveler trust, the Mexican Government has launched the National Digital Self-Verification Campaign for Tourism 2025, the country’s most ambitious effort to date to ensure legal, safe, and sustainable tourism.
The campaign was introduced by Minister of Tourism Josefina Rodríguez Zamora and Deputy Minister Sebastián Ramírez Mendoza, who highlighted the initiative as part of the government’s broader strategy to promote transparency, responsibility, and competitiveness in the tourism industry.
“This campaign is about building a new tourism culture based on trust. It’s a voluntary commitment by tourism providers to meet high-quality standards—not because of obligation, but because they believe in the service they offer,” Rodríguez said.
A proactive, digital approach to regulation
Led by the General Directorate of Standardization and Verification, the campaign introduces a digital self-verification system for businesses enrolled in Mexico’s National Tourism Registry (RNT), which currently includes more than 24,600 active service providers.
Through a secure platform, businesses across the hospitality, dining, tour, and entertainment sectors will be able to complete a digital checklist to assess and demonstrate compliance with Mexican tourism standards (NOMs). This new model supplements physical inspections and promotes voluntary compliance across the country.
According to officials, this is Mexico’s largest self-verification campaign ever implemented in tourism.
Deadlines, recognition, and next steps
Participating businesses will receive the digital form via email (autoverificación@sectur.gob.mx) and must submit their responses no later than August 15, 2025.
Service providers that successfully complete the process will receive an official “Commitment to Tourism” certificate, recognizing their adherence to quality standards and responsible practices. This distinction aims to improve customer confidence, open access to financing and market opportunities, and reinforce Mexico’s reputation as a world-class destination.
“We encourage all tourism providers—hotels, restaurants, tour operators, and industry chambers—to participate and join us in building a stronger, more transparent tourism industry,” Rodríguez said.
Alignment with national development goals
The initiative reflects the efforts of President Claudia Sheinbaum’s administration, which has emphasized preventive, participatory, and evidence-based policies. Deputy Minister Ramírez said that this campaign responds directly to that vision.
“Most service providers are already doing the right thing. This campaign lets them show it proudly. At the same time, we’ll continue with official inspections to protect travelers’ rights,” he affirmed.
Officials also noted that the self-verification process does not replace traditional inspections but complements them. Any recognition granted will remain subject to technical and physical verification by state and federal authorities.
Mexico’s new digital self-verification campaign marks a shift toward modern, proactive governance in tourism. By involving providers directly in quality assurance, the government aims to create a collaborative environment where responsibility, innovation, and customer trust are at the center of the industry’s development.
Related: Sectur Launches Guide to Facilitate Financing for Tourism Investment Projects in Mexico
Mexican Press Agency is part of ALMA, which is dedicated to news and information about Mexico and Mexicans in the United States and is a fiscally sponsored project of Social Focus, a 501(c)(3) nonprofit organization based in Redwood City, California.
