Mexico’s Secretary of Tourism Discusses the Country’s New Take on Tourism
Travel is booming in Mexico. According to the nation’s Ministry of Tourism, 39.4 million international visitors arrived in Mexico between January and May, a 14.2% jump from the same period last year. Mexico’s president, Claudia Sheinbaum, is aiming for even greater growth, with a goal of making Mexico the world’s fifth most-visited country by 2030 — as part of a wide-ranging plan, dubbed Mexico 2030, that focuses on economic development in various sectors. Leading the government’s charge in the tourism sector is Josefina Rodriguez Zamora, who was appointed Mexico’s secretary of tourism in October 2024 after serving as secretary of tourism for the state of Tlaxcala from 2021 to 2024. In this interview, Rodriguez discusses various challenges, as well as the ministry’s new take on tourism — which includes a stronger focus on local communities and sustainability, a new tourism campaign and greater collaboration with travel advisors. Pr...