Riviera Maya, Q.R. — Mexico has been identified as the preferred destination for Chinese tourists in Latin America. Authorities say last year, tourism from China into Mexico grew by 15%, a figure they are hoping to increase this year.
During the recent Tianguis Turístico México 2026, the Secretary of Tourism highlighted the sustained growth of the Chinese market.
Secretary Josefina Rodríguez Zamora says Mexico is moving toward a new stage of strengthening the Chinese market with a comprehensive strategy of promotion, specialized training and coordination with the Chinese Embassy.
“As part of this strategy, the Close to China Distinction will be promoted, aimed at hotels, restaurants and tourism service providers to improve services and experiences for this market,” she reported.
According to Rodríguez Zamora, Mexico is moving toward a new phase, in coordination with the Chinese Embassy in Mexico and strategic stakeholders in the sector.
She says while this growth had previously occurred organically, today they are working on a comprehensive strategy for promotion, specialized training, and integration with the tourism value chain.
Rodríguez Zamora explained that as part of this strategy, ongoing promotion will be launched on digital platforms in China, adapted to the country’s specific dynamics. It will also include collaboration with Mexican influencers who will create content targeted at that market.
In addition, Mexico’s presence at international trade fairs and Tianguis Turísticos will be strengthened, along with the active participation of specialized tour operators.
She says one of the main advances so far has been the implementation of the Close to China Distinction, aimed at hotels, restaurants and tourism service providers to ensure better service and experiences for Chinese visitors.
Rodríguez Zamora reported for the first time, the training process is being developed jointly between the Ministry of Tourism and the Chinese Embassy in Mexico through its specialized team.
This development allows for a more precise understanding of the needs, expectations and profile of the Chinese tourist.
During the China’s Tourism and Prospects for China-Mexico Tourism Cooperation at the Tianguis Turístico México 2026 held last week, Chen Daojiang, the Chinese ambassador to Mexico, presented the current state of Chinese tourism and the opportunities to strengthen tourism cooperation between the two nations.
During his presentation, Daojiang highlighted that China has remained the world’s leading source and consumer market for tourism since 2012. He also noted that Mexico has solidified its position as one of the preferred destinations for Chinese tourists in Latin America.
According to the data presented, 224,271 Chinese travelers arrived in Mexico by air in 2025, representing an annual growth of 5.2 percent. Furthermore, China ranked among the top nine source markets for Mexico with significant growth potential.
In this context, the ambassador highlighted the Chinese government’s willingness to strengthen bilateral tourism exchange by facilitating procedures for travelers, promoting the participation of tour operators in international fairs, such as the Tianguis Turístico México and the China International Tourism Fair, and boosting joint cultural and tourism activities.
Daojiang says both nations have a solid foundation and broad prospects for cooperation supported by specialized training initiatives, institutional coordination mechanisms, and a strategic relationship that seeks to deepen tourism exchange and elevate it to new levels.
