The National Travel and Tourism Office (NTTO) has, for the first time, released a comprehensive profile of Mexican visitors who entered the United States by land in 2024. The report covers detailed travel patterns, visitor characteristics, and spending habits of 13.4 million overnight land travelers from Mexico.
This new data offers unprecedented insight into one of the most significant inbound travel markets for the United States. The findings highlight not only where these travelers go and what they do but also the economic impact they have on the destinations they visit.
Origins and Travel Patterns
More than half of all trips originated from just six Mexican states, five of which border the United States. Baja California, Sonora, Chihuahua, Coahuila, and Nuevo León led the way, alongside one non-border state contributing to the top six. The remaining 25 states accounted for 49.2 percent of land travel to the U.S., showing the broad reach of cross-border tourism.
In total, Mexican land visitors stayed 71.5 million nights in the U.S., averaging 5.3 nights per trip. On average, each traveler visited 1.4 states during their journey, illustrating that while most trips focus on a single destination, multi-state travel is not uncommon.
Top States Visited
| U.S. State | Visitors (Millions) | Percentage of Total |
|---|---|---|
| California | 6.2 | 45.8% |
| Texas | 4.9 | 36.5% |
| Arizona | 1.5 | 11.1% |
| Florida | 0.55 | 4.1% |
| Nevada | 0.51 | 3.8% |
| New Mexico | 0.51 | 3.8% |
| New York | 0.31 | 2.3% |
| Colorado | 0.25 | 1.9% |
Purpose of Travel
The vast majority of Mexican land visitors came for leisure purposes. Vacation or holiday travel accounted for 73.6 percent of trips, while visiting friends or relatives represented 21.3 percent. Business travel comprised a smaller share at 4.4 percent.
Travel Party Composition
- Adults only: 52.4%
- Adults with children: 47.6%
This near-even split between adults-only groups and family travel suggests a diverse range of trip types, from couples’ getaways to family-oriented holidays.
Transportation and Activities
Private or company-owned cars were the primary means of transportation within the U.S., used by 72.6 percent of travelers. Air travel between U.S. cities followed at 26 percent, while 19 percent opted for rental cars. Long-distance bus travel between cities was chosen by 9.9 percent of visitors.
Most Popular Leisure Activities
- Sightseeing – 31.2%
- Shopping – 37.4%
- Visiting national parks or monuments – 26.3%
- Visiting art galleries, museums, gardens, or zoos – 18.2%
- Attending concerts, plays, or musicals – 18.2%
Shopping emerged as the most popular activity, a trend that reflects the strong retail draw of U.S. destinations for Mexican visitors.
Economic Impact
Mexican land visitors contributed significantly to the U.S. economy in 2024. The average per-visitor expenditure was $986, making this segment an important revenue source for hotels, restaurants, retailers, and attractions.
With an average annual household income of $46,976, these travelers represent a broad middle-income demographic, capable of supporting a range of tourism-related businesses in the U.S. border states and beyond.
Why This Report Matters
By publishing this inaugural profile, the NTTO provides valuable information for tourism boards, travel businesses, and policymakers. Understanding the behaviors, preferences, and economic contributions of Mexican land travelers can help guide marketing strategies, improve infrastructure, and enhance visitor experiences.
Given the scale of this travel market and its economic potential, destinations both near and far from the border have strong incentives to tailor offerings that appeal to Mexican visitors. This could include more bilingual services, culturally relevant attractions, and targeted promotions during peak travel seasons.
As this is the first report of its kind, future editions will be closely watched for trends and changes, offering a clearer picture of how Mexican land travel to the U.S. evolves over time.
