US Sees Tourism Decline as Mexican Visitors Deliver a Crucial Boost to Border Cities, Entertainment Tourism, and Holiday Commerce

Published on December 24, 2025

The United States is witnessing a broader slowdown in international tourism as higher travel costs, stricter visa rules, and increased entry checks dampen demand from many global markets. Against this backdrop, travelers from Mexico are standing out as a vital source of momentum, delivering a much-needed lift to border cities during the busy holiday period. Motivated by family reunions, seasonal shopping, major sporting events, and entertainment experiences, Mexican visitors are crossing the border in strong numbers, helping sustain retail activity, leisure tourism, and local economies at a time when other international arrivals are declining.

While overall foreign arrivals to the United States have softened this year, Mexico has emerged as a clear exception. After an early-year slowdown, Mexican travel has rebounded steadily, channeling fresh spending into border communities. Cities such as San Diego, San Antonio, and El Paso are benefiting from increased holiday footfall at shopping centers, entertainment venues, and amusement parks, reinforcing the deep cultural, social, and economic connections that continue to drive cross-border travel between the two countries.

According to the National Travel and Tourism Office, around 3 million visitors from Mexico arrived by air through August, marking a modest increase from the previous year. Land border crossings have also grown, with U.S. Customs and Border Protection (CBP) reporting a 13 percent rise in traffic. This growth persists despite media coverage of border enforcement actions and new U.S. government proposals that would require visa applicants to provide five years of social media history. The resilience of Mexican travelers reflects both the strength of cross-border relationships and the importance of travel for personal, cultural, and recreational purposes.

Traditionally, Canada and Mexico have been the top sources of international visitors to the United States. This year, travel from Canada has dropped sharply, influenced by trade disputes and political remarks that some Canadians found offensive. The overall decline in international tourism is projected to cost the U.S. economy approximately $5.7 billion compared with the previous year, according to the U.S. Travel Association. In contrast, Mexican travelers continue to play a crucial role in sustaining tourism revenue, particularly in border regions.

Mexican visitors represent a significant share of the U.S. tourism market. A 2023 Department of Commerce study reported that Mexicans account for 22 percent of all foreign travelers to the United States, the largest share among international visitors. On average, each visitor spends around $1,500 per trip, contributing billions to local economies along the border. Beyond tourism, Mexico is the United States’ largest trading partner, with more than $800 billion in two-way trade, reflecting a deep economic interdependence that extends beyond travel.

Despite these economic and cultural ties, the U.S. visa process for Mexican travelers has become more complicated and expensive in recent years. Even routine renewals now require in-person interviews, and fees have risen from $185 to $435 due to the introduction of visa integrity charges. Additional costs, including an increase in the mandatory entry form fee from $6 to $30, add to the financial burden. Federal authorities are also increasingly reviewing applicants’ social media accounts for content that may be critical of U.S. policies. CBP has proposed a new requirement for visa applicants to provide up to five years of social media history, along with personal data such as email addresses, phone numbers, IP addresses, metadata, and biometrics. The proposal is currently open for a 60-day public comment period.

Even with these challenges, Mexican visitors remain a vital economic force, particularly in U.S. border states such as Texas, New Mexico, Arizona, and California. Retail centers and shopping malls in these regions rely heavily on cross-border shoppers, who often make up a majority of weekend customers during the holiday season. Many travelers come with family and friends to purchase gifts, enjoy local attractions, and participate in festive activities. Border-area shopping centers have adapted to meet these needs, creating vibrant holiday experiences with decorations, bilingual signage, and themed events that enhance the shopping experience and make visitors feel welcome.

The upcoming 2026 FIFA World Cup, which will feature games hosted in U.S. states bordering Mexico, is expected to further increase cross-border travel. Millions of international fans, including large numbers from Mexico, are projected to attend matches, driving demand for accommodations, transportation, and local services. Seasonal shopping, family reunions, and sporting events continue to encourage travel despite political tensions and stricter visa requirements, underscoring the resilience and significance of the U.S.-Mexico tourism corridor.

The US is seeing a decline in international tourism due to weaker global demand and stricter entry rules, but rising Mexican travel is cushioning the impact by boosting border cities, entertainment tourism, and holiday shopping.

As the holiday season progresses, Mexican travelers remain a cornerstone of U.S. border city economies, highlighting the enduring cultural, social, and economic connections between the two countries. While overall international travel to the United States has slowed, the sustained flow of visitors from Mexico demonstrates the strength of personal ties and regional cooperation, offering a critical lifeline to businesses and communities along the southern border.