Did you know Mexico offers at least 10 different types of vacations? Yep — ten unique ways to unplug from stress, spreadsheets, and Slack notifications. From spiritual retreats to gourmet getaways, the country’s travel offering is incredibly diverse — and full of opportunities to innovate or invest.
Some of the most in-demand travel trends include wellness tourism, cultural tourism, gastronomic tourism, and adventure travel. Which of these are you enjoying this summer?
Not long ago, I had a conversation with one of Mexico’s top wedding planners. He told me that summer is actually a quiet season for his business. Why? Few couples want to plan weddings during the rainy season and school vacations. But that “quiet season” becomes a strategic pause — a chance to plan, recharge, and prepare for a busy second half of the year when couples are ready to tie the knot.
It made me think: while some people rest during vacation season, others are working full steam ahead — because it’s their high season.
According to recent data from INEGI (Mexico’s national statistics agency), tourism accounts for 8.6% of Mexico’s GDPin 2024, which equals more than $2.5 trillion pesos. Of that, lodging takes 21%, followed by passenger transportation (19%), and restaurants, bars, and nightclubs.
For context, the construction industry contributes 7.2% of GDP — slightly less than tourism.
So, Where’s the Opportunity?
Mexico’s tourism business landscape is broad, but let’s focus on two powerful trends reshaping how people travel — and how brands can connect with them:
1. Wellness Tourism (Healing the body, mind, and business)
This isn’t just a trend — it’s a shift in how people travel. What does it include?
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Spa resorts and wellness retreats
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Medical tourism (from plastic surgery to dental work and alternative therapies)
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Yoga, mindfulness, and meditation escapes
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Nutrition, detox, and fitness-focused trips
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Holistic experiences (temazcal ceremonies, herbal healing, indigenous rituals)
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Nature-based travel with spiritual or regenerative goals
According to the Global Wellness Institute, Mexico ranks in the top 15 global destinations for wellness tourism. In 2023, the country generated over US$12 billion from wellness travel, making up nearly 15% of all tourism. And it’s growing fast — with an expected CAGR of 7–10% through 2028.
Hotspots for Wellness Travel in Mexico:
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Tulum & Riviera Maya – spiritual retreats, boutique yoga resorts, luxury spas
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Valle de Bravo & Malinalco – nature-based wellness and alternative therapies
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San Miguel de Allende – boutique wellness and luxury escapes
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Los Cabos & Baja California Sur – high-end wellness resorts, regenerative experiences
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Oaxaca – ancestral medicine, temazcal rituals, cultural healing
2. All-Inclusive Gastronomic Tourism (From buffet to boutique dining)
There’s a notable shift in what “all-inclusive” means these days. Traditionally, it meant “eat as much as you can.” Today, many resorts are shifting toward quality over quantity, curating menus that focus on nutrition, local ingredients, and mindful dining.
For hospitality brands, this is an open door to design better experiences. Food is no longer an afterthought — it’s a strategic asset that influences perception, satisfaction, and even loyalty.
Marketing Insight: Wellness isn’t just a trend — it’s a new baseline. If your brand helps people feel better, heal smarter, or live fuller, wellness travel isn’t just a destination — it’s your next business opportunity.
