In 2021, seven out of every ten international tourists arriving in Mexico flew from the United States. The neighboring country reached a 72.7% market share during the past year, going from 5.2 million travelers in 2020 to 10.4 million, according to figures from the Ministry of Tourism.

Mexico’s dependence on tourism from that country peaked during May and June when it reached 85% of total arrivals. This was due to the country’s travel restrictions to other regions of the world due to the covid-19 pandemic.

It is not a current issue because several administrations have sought to diversify markets, but dependence is high and that represents a risk for Mexico,” warned Ariel Juarez, director of Brain Analytics & Innovation.

The tourism specialist explained that the pandemic further increased Mexico’s dependence on tourists from the United States, however, with the reopening of borders and the easing of travel restrictions, tourists from other countries could return this year.

Although he pointed out that among the factors that could scare U.S. tourists away from coming to Mexico is the sargasso, which is now present in emblematic tourist destinations such as Cancun, Tulum or Playa del Carmen. To which has been added the demands at airports by immigration agents. “This image that could permeate Mexico in the United States or Europe does not help the arrival of travelers to maintain a good pace,” he said.

According to the U.S. update of its travel alert, Quintana Roo is at a Level 2 which is defined as increasing caution when traveling in the state.

Diversification

Ariel Juárez, director of Brain Analytics & Innovation, pointed out that in order to achieve market diversification, a mix of several factors are necessary, such as having direct air connectivity with the country to be attracted, a targeted promotion and a tourist product for that specific market.

It is a good time with the reopening of borders for the administration to carry out a good strategy to diversify markets. Although without a Tourism Promotion Council that has a targeted strategy, I see it as complicated,” he said.

After the elimination of travel restrictions, some countries such as the United Kingdom, France, Spain, among others, are reactivating travel to Mexico.