U.S. Tourism Faces Steep Decline, But Mexico’s Unstoppable Visitor Growth Shatters Expectations, Bringing Over Three Million Mexican Tourists And Generating Billions In Economic Impact

Published on December 15, 2025

Despite facing rising border costs, stricter visa rules, and political tensions, Mexico continues to be the largest source of international visitors to the United States. This resilient flow of tourists is crucial for U.S. retail and border city economies, particularly during the holiday season. With over three million Mexican visitors arriving by air and a 13% year-over-year increase in land-border crossings, Mexican tourists are not only defying obstacles but also driving billions in spending, supporting local businesses, and providing much-needed economic stability.

International arrivals to the United States have experienced a significant decline this year, but one country continues to defy this trend—Mexico. Despite a climate of heightened political rhetoric, stricter visa rules, and rising costs, the flow of Mexican visitors remains robust, offering a vital boost to U.S. retailers and tourist destinations, especially during the holiday season.

The Numbers Speak for Themselves

Data from Customs and Border Protection (CBP) reveals that land-border crossings by car from Mexico increased by 13% compared to the previous year. By August 2025, around 3 million Mexican visitors had flown into the U.S., marking a slight year-over-year increase. Mexican nationals now represent approximately 22% of all international visitors to the U.S., making them the largest group of foreign visitors, according to the U.S. Commerce Department.

On average, each Mexican visitor spends about $1,500 per trip, which is typically used for shopping, visiting theme parks, spending time with family, and enjoying entertainment. While other countries, such as Canada, have seen a sharp decline in visitors, particularly after trade tariffs and strained relations with the U.S., Mexican visitors have continued to support the U.S. tourism industry, especially in border regions.

A Closer Look at the U.S.-Mexico Relationship

Despite a climate of political tension, particularly in recent years, the relationship between U.S. border states and Mexico has remained strong. One business owner from El Paso explains, “The president and the government can say or do whatever they want. A lot of it is for show. But the real connections between Texas and Chihuahua, California and Baja California, and Arizona and Sonora are deeply rooted.” These cultural and familial ties remain stronger than political discourse.

During the holiday season, malls in cities like San Diego, McAllen, Laredo, El Paso, and San Antonio thrive with Mexican shoppers. Retailers extend their hours, employ Spanish-speaking staff, and offer special discounts for Mexican passport holders or border-crossing cardholders. Many stores even provide shuttle buses to transport shoppers from the border bridges. For these retailers, the period between Thanksgiving and Three Kings Day is crucial, with Mexican shoppers driving the highest sales of the year.

Navigating the Challenges at the Border

While U.S. stores welcome Mexican shoppers with open arms, the process of entering the country remains challenging. The cost of a tourist visa has jumped from $185 to $435, and the fee for the ESTA-style entry form has increased from $6 to $30. Furthermore, visa renewals now require in-person interviews, adding more hurdles for Mexican travelers.

In addition to the rising costs, the U.S. Customs and Border Protection (CBP) has proposed a new policy that could require visitors to submit five years’ worth of social media history, including handles, emails, phone numbers, and metadata. This policy is slated to take effect in 2026, although the proposal is still open for public comment. Secondary inspections at the border can also be lengthy, and travelers have reported being questioned about their social media posts that criticize U.S. policies. Despite these obstacles, the flow of Mexican visitors has remained steady.

Why Mexicans Continue to Visit the U.S.

Border analysts attribute the continued flow of Mexican visitors to three primary factors:

1. Proximity: With a mere three-hour drive or a 45-minute flight, traveling to the U.S. is far more convenient for Mexicans than a transatlantic journey.
2. Family: More than 38 million people of Mexican origin live in the U.S., and the holiday season is a prime time for family reunions, further cementing the connection between the two countries.
3. Economic Differences: Although the peso has strengthened in 2025, premium brands, electronics, and clothing remain more affordable in the U.S. for many Mexican consumers, providing a strong economic incentive to cross the border.

The World Cup Boost in 2026

Looking ahead, the 2026 FIFA World Cup will be co-hosted by the United States, Mexico, and Canada, bringing millions of international fans to North America. Mexican soccer fans, known for traveling in large groups, are already booking flights and hotels, undeterred by the new hurdles at the border. This influx of visitors is expected to provide a significant boost to the economies of border states. The 2026 World Cup could see a surge in Mexican visitors to the U.S., marking the largest wave of tourism from Mexico in decades.

Despite the shifting political landscape and increasing entry barriers, the economic, familial, and cultural connections between the U.S. and Mexico continue to thrive. Commerce, family ties, and shared cultural heritage remain the driving forces behind the strong flow of Mexican visitors, and it appears that these enduring bonds will only be strengthened in the years to come.