US-Mexico Border Cities Thrive on Tourism from Mexican Shoppers and Travelers, Everything You Need to Know

Published on December 23, 2025

There has been an observed downturn in tourism within the United States over the past few years, with the exception of tourists from Mexico. While tourism within the U.S. has inevitably declined over the past few years, tourists from Mexico have remained an essential part of their revenue stream, especially over the holiday seasons. This has also been observed in various cities within the U.S. that border Mexico, such as El Paso, Texas, where malls and other local business enterprises make money from Mexican tourists. Mexican tourism also remains an essential lifeline for various destinations within the U.S., including Los Cabos, Texas, and California.

The Role of Mexican Tourism in Border Cities
In border cities such as El Paso, Texas, and San Diego, California, Mexican visitors are a crucial part of the local economy. Shopping centers like the Outlet Shoppes at El Paso are particularly busy during weekends, with estimates suggesting that up to 65% of customers at these malls are from Mexico. The presence of Mexican shoppers not only boosts retail sales but also drives demand for restaurants, hotels, and other services, making them an integral part of the region’s economy.

Gina Slechta, Director of Marketing for Horizon Group Properties, which operates shopping centers in the border region, emphasized the importance of Mexican tourists. “These consumers are very important to us,” she said. The holiday season, in particular, sees a significant increase in Mexican visitors, as families come across the border to celebrate Christmas and enjoy festive shopping experiences.

At the Outlet Shoppes at El Paso, visitors from Mexico are seen carrying large shopping bags and taking family photos with a bilingual Santa, showcasing the cultural exchange that takes place. For many, making Christmas special for their children involves traveling to the U.S. to find unique gifts and experiences that may not be available back home.

Challenges in U.S. Tourism and Visa Restrictions
Despite the resilience of Mexico tourism, overall international tourist numbers to the U.S. have decreased. This decline is attributed to several factors, including the impact of tariffs, political rhetoric, and stricter visa regulations. For example, the recent proposal by the U.S. government to require international travelers to disclose up to five years of social media activity and additional personal information as part of the visa process has raised concerns among potential visitors.

According to experts like Tony Payan, Director of the U.S. and Mexico Center at Rice University’s Baker Institute, these changes create a deterrent for tourists who might otherwise be eager to visit the U.S. He noted that many tourists now feel unwelcome due to the increased scrutiny and higher costs associated with visa applications. “The basic message is that you’re not welcome in the United States, even tourists who often come and spend money in the country are not welcome,” Payan said.

These policies have made it more difficult for travelers from countries like Canada and other parts of Europe to visit the U.S., leading to a decrease in international arrivals. However, the decline in overall international tourism has been somewhat offset by the continued flow of Mexican visitors, especially those traveling to nearby U.S. cities for shopping, family visits, and leisure activities.

The Impact of Social Media on Travel Behavior
Social media has also played a significant role in encouraging travel between the U.S. and Mexico. Videos and photos posted on platforms like Instagram and Facebook inspire travelers to visit popular U.S. destinations. For instance, Mexican tourists frequently share their experiences shopping at U.S. malls, attending major sporting events like Dallas Cowboys games, or visiting amusement parks, which serves as a form of social proof and encourages others to make the journey.

These social media influencers help to create a sense of aspiration, making U.S. destinations more appealing to Mexican travelers. Tour operator Raul Vargas, who has been running bus tours between Monterrey, Mexico, and North Texas for over 40 years, emphasized the cultural significance of these trips. “When visiting family is involved, or seeing a game, particularly the Cowboys, or Astros, we will come. Traditions are hard to break,” Vargas said.

Visa Challenges and the Changing Landscape of U.S. Travel
The U.S. has made efforts to increase security and streamline the visa process, but these efforts have often had unintended consequences for tourism. The requirement for in-person interviews for visa renewals, the significant increase in application fees, and the proposal for social media checks have all raised concerns about the accessibility of U.S. destinations for international visitors. These changes may have a longer-term impact on tourism from countries like Mexico, which has historically been a strong market for U.S. travel.

Despite these challenges, Mexican visitors continue to play an essential role in the U.S. tourism sector, particularly in border states. Their presence in retail, entertainment, and leisure activities underscores the importance of the cultural and economic ties between the two nations. As visa requirements continue to evolve, it will be crucial for U.S. authorities to strike a balance between security concerns and maintaining the flow of international tourism, particularly from countries like Mexico.

The Future of U.S.-Mexico Tourism

Looking forward, Mexican travel to the US is expected to remain strong, especially as both countries continue to work through the challenges caused by visa restrictions, political unrest, and the changing global economy. Although the overall trend of reduced international travel is likely to affect the US travel industry, the significant importance of the US to Mexican tourism, as well as the long-standing trend of cross-border tourism, is likely to continue making a significant contribution to the US tourism industry through Mexican travelers.