By Pamela Cruz. Mexican Press Agency.
Mexico’s cross-border tourism spending showed strong growth during the 2025 holiday season, posting a year-over-year increase of nearly 15 percent in December, according to data from Visa Consulting & Analytics (VCA), the Mexican Ministry of Tourism (Sectur) reported.
Tourism Minister Josefina Rodríguez Zamora said the results reflect both the sustained momentum of international tourism in Mexico and an increase in outbound travel by Mexican consumers, reinforcing a positive trend in spending related to travel, lodging, and consumption during the year-end period.
“These results confirm that Mexico remains a highly attractive international destination, while also reflecting strong traveler confidence and a robust recovery in tourism-related consumption,” she said.
According to the VCA analysis, cross-border transactions linked to Mexico increased significantly in December 2025 compared with the same month in 2024, driven by strong holiday shopping activity and higher spending on travel and leisure.
Inbound tourism spending in Mexico was led by travelers from the United States, Canada and France. Key travel-related categories—including hotels, travel expenses, car rentals and airlines—posted yearly growth of close to 10 percent.
Spending on leisure saw particularly strong gains. Restaurant transactions increased by 20 percent, while entertainment spending rose by more than 25 percent, highlighting visitors’ preference for cultural and leisure activities during the holiday season. Retail purchases made by international tourists at local businesses also grew by more than 10 percent year over year.
During December, Mexico City, the Riviera Maya, and Puerto Vallarta were the most visited destinations for international travelers. December 27 marked the single day with the highest number of cross-border Visa transactions linked to Mexico throughout 2025.
Outbound spending by Mexican travelers also showed solid growth. Cross-border transactions made by Mexican Visa cardholders abroad increased by more than 10 percent compared with December 2024, with the United States, Spain and Canada ranking as the top international destinations.
Digital payments continued to gain traction among travelers. The use of Visa contactless payments in cross-border transactions surged by more than 60 percent in December 2025 compared with the previous year, underscoring growing demand for fast, convenient and secure payment methods.
Rodríguez Zamora emphasized that spending patterns during the holiday season show a clear shift toward tourism and cultural experiences, delivering direct benefits to local economies and the broader tourism value chain. She added that Sectur will continue promoting data-driven strategies to strengthen destination competitiveness and position tourism as a key engine of economic development and well-being.
The VCA analysis is based on international consumer transactions made with Visa cards issued outside Mexico between December 1 and December 31, 2025, compared with the same period in 2024. The study excludes Visa Direct transactions, and growth rates reflect transaction volumes in both U.S. dollars and local currency.
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