Nayarit Overtakes Quintana Roo in Mexico Tourism Investment

Mexico City — Mexico’s tourism investment portfolio has expanded to 925 projects spread across all 32 states, with a combined value of more than $47.53 billion, Tourism Secretary Josefina Rodríguez Zamora announced.

Nayarit now holds the largest share of scheduled tourism investment at 20 percent of the total, overtaking Quintana Roo, which accounts for 15 percent. Nuevo León follows with 10 percent and Baja California Sur with 8 percent.

Compared with the first four-month period of 2026, the portfolio grew 20 percent in the number of projects and 12 percent in the amount of investment. Rodríguez Zamora said the expansion comes alongside a broader diversification of tourism projects, which she said will widen the range of experiences Mexico offers visitors.

“Tourism investment keeps growing in Mexico, and that is reflected in destinations with more options for welcoming those who want to travel, discover new experiences and enjoy the great diversity our country has to offer,” she said. “Each new project represents an opportunity to strengthen our destinations and generate shared prosperity.”

By segment, sun-and-beach projects account for 27 percent of the portfolio, followed by cultural tourism at 24 percent, business travel at 17 percent and ecotourism at 10 percent. The remaining projects cover health and wellness, gastronomy and religious tourism.

“We are seeing how investment also opens new possibilities for getting to know Mexico: enjoying our beaches, touring our cultural destinations, living experiences in contact with nature, discovering our cuisine or finding wellness options,” Rodríguez Zamora added.

The tourism investment portfolio allows officials to identify active projects and analyze different investment niches across the country. During the period, the Tourism Ministry continued harmonizing its registration criteria with the Economy Ministry in line with the government’s Plan México, and carried out a review to keep only projects that remain active.

Rodríguez Zamora also recently presented the campaign “There is always a reason to come back,” aimed at promoting Mexico’s cultural, culinary, natural and historical diversity and encouraging both domestic and foreign travelers to explore new destinations.