Mexico Sees Tourism Surge Amid U.S. Visa Restrictions During World Cup

The top five most-visited countries globally include France, Spain, the United States, Italy, and Turkey, with Mexico in sixth place already emerging as a robust tourism destination. The nation is leveraging the World Cup’s global spotlight and recent U.S. travel policy shifts to potentially join the elite group. President Claudia Sheinbaum has set an ambitious target to elevate Mexico’s tourism profile by 2030.

Hosting the final match of the world’s largest World Cup—spanning 104 games across 48 nations with the United States, Canada, and Mexico as co-hosts—has positioned Mexico as a key destination. Mexican officials anticipate 5.5 million visitors generating billions in economic gains. While some question these projections, the country has simplified entry processes for certain nationalities, capitalizing on stricter U.S. immigration policies. “Mexico remains a welcoming nation,” states Gabriela Cuevas, the government’s World Cup representative.

Since January 2025, Trump administration policies have complicated U.S. travel, introducing fees and visa hurdles that reduced foreign visitors by 6 percent in 2024, according to U.N. data—marking the only decline among top six destinations. Mexico, however, hit a record 48 million overnight tourists last year, a 6 percent increase over 2019 levels, reinforcing tourism as an economic bright spot amid domestic challenges and U.S. tariff pressures.

The Mexican government has also hosted the Iranian national team in Tijuana after U.S. restrictions. Tourism Minister Josefina Rodríguez Zamora notes a 9 percent rise in Canadian visitors, many seeking alternatives to the U.S. during diplomatic tensions. The Toronto-Cancún route now leads international flights to Mexico, with Montreal-Cancún numbers soaring. For Colombians, entry approval rates improved from 8 percent to 2 percent after streamlining processes.

At a recent Colombia-Uzbekistan match in Mexico City, 81,000 spectators cheered for Colombia, with attendees like Colombian banking professionals citing ease of entry and avoiding U.S. visa complexities requiring bonds up to $15,000. Tunisian fan Ahmed Ben Dahmen, who skipped a U.S. match, said, “If President Trump doesn’t want to see Tunisians or Colombians, we don’t come.”

While high ticket prices persist, visitors find savings in lodging and food costs. Colombian lawyer Carlos Londoño Garces paid $3,000 for a Miami match—double his $1,500 Mexico City game. Mexico’s digital visa reforms, like Brazil’s online process, contrast with the U.S.’s physical visa requirements. Tourism officials aim to attract Latin Americans to Mexico’s watch parties rather than U.S. venues.

Yet skepticism remains. Former Tourism Minister Enrique de la Madrid cautions the World Cup is a singular opportunity, noting reduced spending among land-border visitors andscaled-back hotel expectations in host cities. To surpass Italy or Turkey in rankings, Mexico would need 12 million additional annual visitors—a shift requiring “money and strategy” comparable to other top destinations.

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