By: Eduardo Rivera S.
CEO of Global Media Investment
Next week Donald Trump will be inaugurated, an issue that has brought with it a host of speculation about the impact that his return to the White House will have on trade and diplomatic relations between Mexico and the United States. As a businessman who has closely followed the economic and technological dynamics between the two countries, I can’t help but reflect on how this new stage could influence Mexican tourism, one of the most resilient and strategic sectors of our economy.
The United States is, without a doubt, our largest outbound market for tourists. During 2024, more than ten million of U.S. visitors chose Mexico as their destination, generating a crucial economic spillover for states such as Quintana Roo, Baja California Sur and Jalisco. However, in Trump’s first term, we saw how his immigration policies and rhetoric affected both the perception and dynamics of travel between the two countries. Today, these lessons from the past should motivate us to take strategic measures to protect and diversify our sources of tourism income.
The Need for a Diversified Strategy
From my experience at the helm of Global Media Investment, I believe that tourism in Mexico should prioritize two fundamental actions: diversification of outbound markets and investment in technology. While Trump’s return could reactivate tensions in the bilateral relationship, it is also true that there are markets in Europe, Asia and Latin America that have unexplored potential. Countries like China and Brazil, for example, are showing a growing interest in Mexican destinations thanks to their cultural connections and the high-end tourist attractions we offer.
Additionally, I believe technology will play a central role in this transition. Tools such as generative artificial intelligence and digital twins, which I have already discussed in this column, not only optimize tourism operations, but also allow us to personalize the traveler’s experience. At Global Media Investment, we have seen how these solutions can anticipate needs and offer recommendations in real time, raising tourist satisfaction and generating loyalty to destinations.
Domestic Tourism as a Priority
One area that deserves more attention is domestic tourism. Mexico has a robust, but often underestimated, domestic market. In a context of international uncertainty, encouraging local tourism not only stabilizes the sector’s revenues, but also promotes greater awareness and pride in our cultural diversity. I have witnessed how well-targeted campaigns, supported by data analytics and digital strategies, can revitalize lesser-known destinations and more equitably distribute the economic benefits of tourism.
I also emphasize that joint work between the public and private sectors is crucial for tourism to grow in a sustained and enduring way. Secretary Josefina Rodríguez Zamora has already expressed her intentions in this regard.
Balancing Challenges and Opportunities
Although protectionism and restrictive policies have been hallmarks of the Trump’s administration, it is also true that its focus on economic empowerment could open up new opportunities for investment in tourism and technology infrastructure in Mexico. According to a recent analysis, U.S. billionaires are seeing Mexico as an ideal destination for luxury and sustainability projects, especially in the Caribbean and Riviera Nayarit. This interest could translate into strategic alliances that strengthen the sector’s competitiveness.
On the other hand, the impact of immigration and trade policies can’t be ignored. While these measures could hinder the flow of visitors, they also represent an opportunity for Mexico to position itself as a safe, accessible and highly attractive destination for emerging markets. As a BBC analysis points out, the current international context obliges nations to redouble their efforts in diplomacy and collaboration to maintain the flow of tourism.
The Role of Business Leadership
From my position, I am convinced that the private sector has an extremely important responsibility at this juncture. Companies like ours must lead with innovation, ethics and strategic vision to strengthen Mexican tourism in the face of external challenges. This means working hand in hand with local and national governments to ensure that investments in technology, infrastructure and promotion have a lasting and sustainable impact.
Tourism has always been a gateway to strengthening the relationship between Mexico and the world. While Trump’s return may seem like a stumbling block to some, I see it as a reminder that resilience and adaptability are the drivers of our success. Now more than ever, we must be bold, innovative and strategic to ensure that Mexico not only maintains its position as a leading destination, but strengthens it on the global stage.
This 2025 presents us with challenges, but also unique opportunities. It is time to act with purpose and determination. The future of tourism in Mexico is in our hands and I am convinced that together we can take it to new heights.
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