Mexico surpasses Brazil and Colombia: the leading destination for tourism in Latin America

For years, Brazil and Colombia have been the main tourist attractions in Latin America, attracting millions of international visitors. However, according to the NextGen Travelers and Destinations report by Deloitte and Google, there is another country that has managed to position itself above both. Mexico, in particular, has emerged as the most visited regional destination and is projected to rank among the top five most visited countries in the world by 2026-2027.

From the region to the world: how Mexico leads above Brazil and Colombia

Mexico’s tourism dominance over Brazil and Colombia is no coincidence. In the past two years, the Mexican nation has accumulated impressive figures that significantly contrast with the performance of its regional neighbors. While Brazil and Colombia have historically attracted large flows of travelers, Mexico has managed to energize its offerings more effectively.

From January to October 2025, Mexico received 79.3 million international travelers, marking a 13.6% increase compared to 2024. This acceleration positions Mexico as the sixth most visited destination worldwide in international arrivals, gradually surpassing countries that previously dominated the region, such as Brazil and Colombia.

Numbers that speak: record tourism in 2025

Economic indicators reinforce this trend. The Mexican Ministry of Tourism reported that in 2025, the tourism sector generated revenue of $28.218 billion USD, reflecting not only visitor volume but also their purchasing power and higher average spending. Additionally, 92.6 million tourists were domestic, demonstrating a strong internal demand.

These numbers project that Mexico could receive approximately 90 million tourists annually in the short term, a figure that would put it in direct competition with global powers like China and firmly establish it above Brazil and Colombia in global rankings.

Competitive advantages: why Mexico attracts more than its neighbors

Mexico’s tourism strength lies in a diversified offering that Brazil and Colombia, despite their virtues, cannot replicate with the same intensity:

World-class beaches: Cancun, Riviera Maya, Los Cabos, and Puerto Vallarta generate massive beach tourism flows, especially from North American markets. Mexico dominates this geographic advantage.

Cultural and archaeological heritage: Colonial cities like Oaxaca, Guanajuato, and San Miguel de Allende, along with major archaeological sites such as Chichen Itza, Teotihuacan, and Palenque, create a unique offering that surpasses Brazil and Colombia’s competitive capacity in this segment.

Internationally renowned cuisine: Mexican cuisine was declared Intangible Cultural Heritage by UNESCO, a differentiator that enhances its appeal compared to regional competitors.

Proximity to key source markets: The closeness to the United States and Canada, combined with the availability of direct mass flights, reduces costs and travel times. This natural advantage is decisive compared to Brazil and Colombia, which require longer journeys from North America.

Projections until 2040: Mexico consolidated in the top 5 worldwide

Deloitte and Google’s analysis projects that the global tourism landscape will change substantially between 2025 and 2040. According to this report, five main destinations will capture 20% of all global travel: Spain, France, the United States, and China will lead this group, while Mexico will occupy the fifth position, pushing Italy to sixth place.

This projection implies that Mexico would establish a more advantageous position than Brazil and Colombia in the global tourism hierarchy, although both countries will remain within significant rankings. The report also identifies that Saudi Arabia, Indonesia, and the United Arab Emirates will enter the top 15, further fragmenting regional competition for Brazil and Colombia.

Source markets and future dynamics

The Deloitte and Google report specifies that 45% of global travelers will concentrate in four key regions: the Mediterranean, Southeast Asia, the Middle East, and the Caribbean. Mexico, strategically located in the latter region, will capture a significant portion of this flow.

Meanwhile, source markets will continue to be dominated by China, the United States, Germany, the United Kingdom, and Russia. Simultaneously, a new wave of travelers from emerging markets is emerging. Mexicans will be part of this new traveler contingent, contributing to 42% of global departures, along with Pakistan, Brazil, Saudi Arabia, and Indonesia, driven by the growth of the middle class.

2030 World Cup: a new catalyst for Mexico

An additional factor that will strengthen Mexico’s position is the 2030 FIFA World Cup, which it will co-host with the United States and Canada. This event will serve as an unprecedented catalyst for international visibility, generating massive media exposure that will attract new flows of visitors. For Brazil and Colombia, which have historically capitalized on global sporting events, this reality reinforces Mexico’s emerging destination trend.

The consolidation of Mexico as a regional tourism leader not only displaces Brazil and Colombia in current figures but also projects a structural transformation of the Latin American tourism market over the next decade.