In a significant presentation to senior military officials, Mexico’s Minister of Tourism Josefina Rodríguez Zamora laid out the country’s national tourism strategy at the National Defense College, highlighting the government’s goal of positioning Mexico as the fifth most visited country in the world.
Joined by General José Ernesto San Román Águila, director of the National Defense College, Rodríguez emphasized that tourism is a key pillar of the federal government’s plan to promote national development and what has been termed “Shared Prosperity.”
“Our aim is to make tourism a true driver of well-being and shared prosperity — not only boosting the economy, but also transforming lives, strengthening the social fabric, and fostering pride in our communities by sharing Mexico’s cultural, natural, and historical richness with the world,” she said.
According to figures presented during the event, between January and May 2025, Mexico welcomed 39.4 million international visitors — a 14.2% increase compared to the same period in 2024. These visitors generated $15.93 billion in revenue, a 6.4% growth in foreign exchange earnings.
Rodríguez outlined several strategic priorities: expanding into new source markets, enhancing the international image of Mexican tourism, improving infrastructure, promoting digital transformation in destinations, developing new tourism segments, and strengthening air connectivity to key regions.
She also underscored the close coordination with critical institutions such as the Ministry of Foreign Relations, the National Migration Institute, the Ministry of National Defense, the Ministry of the Navy, public airport groups, and the National Institute of Anthropology and History.
“Thanks to General José Ernesto San Román and everyone in attendance for this enriching opportunity. It was a pleasure to share the greatness of our country and the pride we feel in our roots,” Rodríguez concluded.
Related: International tourism in Mexico breaks records in 2025: 39.4 million visitors between January and May
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