According to a recent report by Ladevi Medios y Soluciones, based on data from Gemes Consultores, Mexico’s coastal airports remain the country’s primary gateway for global tourism. From January to November 2025, beach destinations accounted for 12.94 million international visitors—representing 67% of the national total for arrivals by air. While city destinations captured the remaining 33% (6.75 million visitors), the “sun and sand” segment continues to be the heavy lifter for the Mexican economy.
The 2025 data reveals a shifting landscape among the top coastal hubs. While the overall volume is high, established giants like Cancún and Puerto Vallarta saw slight declines of 3.7% and 3.4%, respectively. In contrast, newer or high-end markets like Tulum and Los Cabos showed resilience, with Tulum recording a notable 9.1% increase in international arrivals. This trend suggests that while tourists still crave the Mexican coast, they are increasingly exploring new luxury and boutique options beyond the traditional hotspots.
North America remains the undisputed king of these markets, with the United States and Canada accounting for 73.5% of arrivals to Cancún alone. Despite a 4% dip in U.S. travelers, the Canadian market grew by 4.4%, helping to balance the scales. Additionally, emerging markets from the south, such as Argentina, saw a 20.3% surge, indicating that Mexico’s beaches are successfully diversifying their international appeal even as they face a more competitive global travel market.
Source: Ladevi
