The hotel industry in Mexico: more than tourism, a strategic commitment

Mexico has historically been a country with a strong tourism vocation. But beyond its landscapes, culture, and cuisine, the true value of tourism today lies in its ability to generate sustainable economic development. In this context, the hotel industry has become a key driver for revitalizing regions, attracting investment, and generating formal employment.

To talk about the hotel industry is to talk about a sector that transcends seasonal tourism. In a country with such diverse geography and increasing connectivity, hotels are becoming hubs of economic activity, platforms for business meetings, partners in trade, and drivers of local infrastructure. Investing in this sector is not simply a financial decision, but a strategic commitment to the country's future.

The data supports this view. According to figures from CBRE Mexico, more than 4,000 new rooms were added to the market in the first eight months of 2024 alone, representing a 172% increase compared to the previous year's total. This increase is not uniform: Cancún leads the expansion with 68% of the new supply, followed by Mazatlán (20%) and Los Cabos (10%). This reflects not only the investment appetite in established destinations, but also a geographic diversification key to regional development. Likewise, according to official sources, 23.8 million international visitors entered the country in the first quarter of this year, a 13.3% increase compared to 2024.

But leisure tourism isn't the only driver. Mexico is increasingly positioning itself as a hub for business, group, and convention tourism. According to the Mexican Meetings Industry Council (COMIR), this segment is projected to grow by 9% through 2025, highlighting the sector's resilience and transformative potential.

Based on our regional experience, we view Mexico as one of the most promising markets in Latin America. The key lies in developing a dual strategy: on the one hand, consolidating our offering in tourist destinations like Cancún and Tulum, and on the other, expanding our presence in industrial and logistics hubs like Monterrey, Querétaro, Tijuana, and San Luis Potosí, where corporate demand continues to grow.

However, this wave of opportunities comes with challenges. Safety, sustainability, technological innovation, and the professionalization of talent are decisive factors in building a hospitality model that is not only profitable but also resilient and responsible. The industry cannot grow while turning its back on communities and the environment.

Therefore, it is essential to continue supporting collaborative arrangements between the public sector, the private sector, and local communities. True development occurs when all stakeholders move in the same direction.

Ultimately, the hotel industry not only supports the growth of tourism, it leads and redefines it. Investing in this sector in Mexico today is more than good business: it's a declaration of confidence in the country, its people, and its future potential.

*President of Wyndham Hotels & Resorts for Latin America and the Caribbean.