Mexico is attracting more tourists — but they’re spending less

Although Mexico continues to receive a growing number of international visitors, tourists are spending less during their stay. Confirming the higher volume-lower value trend, the consulting firm Gemes Consultores reported that international tourist arrivals increased by 5.3% between January and May compared with the same period of 2025, but tourism revenue fell 0.4% as average spending per visitor fell 4.9%. Acapulco is a favorite getaway for Mexico residents but it’s also the type of beach destination that is popular with the higher-spending visitors who tend to arrive in the country by air. Current data indicates, however, that it’s precisely those air arrivals that are decreasing in number in favor of thriftier border-crossers by land.(Carlos Alberto Carbajal / Cuartoscuro.com) The firm cautioned that Mexico is increasingly becoming a mass tourism destination, rather than one focused on higher-spending visitors. Another data source, the International Travelers Survey (EVI) conducted by the National Institute of Statistics and Geography (INEGI), broadly reflects the same trend. Mexico received 8.36 million international travelers in May, but total visitor spending fell 0.6%, while average spending per tourist slipped 4.9%, from US $626 to US $596. “We are receiving a relatively larger number of low-spending tourists and, in relative terms, fewer high-spending tourists,” Gemes Consultores told news outlet Imagen Radio. Gemes Consultores attributed the change to the increase in border tourism which has taken ground away from air arrivals. Air tourism — the highest spending sector at US $1,310.70 per person — accounted for 47.9% of visitors between January and May, down 58.1% compared to the same period last year. Meanwhile, border tourism — which spends significantly less at US $117 — increased its share from 39.5% to 44.8%. In May alone, international air arrivals declined by 9.0%, driven largely by a U.S. market contraction of 12.4%, which Gemes identifies as the main driver behind the decline. “This contraction is the primary factor explaining the overall performance of air arrivals during the first five months, with a 4.5% drop,” the company said. This downward trend aligns with other recent indicators in the sector. Tourist hotspots like Los Cabos, Cancún, and Puerto Vallarta are facing a decline in high-spending tourism, amid reduced air connectivity, shifts in travel preferences, and increased competition from destinations in Europe and Asia. The decline in international air arrivals has also generated concerns among airlines and industry analysts, since travelers arriving by air typically spend more than border visitors. “It is urgent to reverse this situation and implement effective strategies to reactivate the arrival of tourists by air,” Gemes Consultores concluded. Mexico News Daily