SECTUR launches the Tourism Sector Program 2025-2030

Recently, the Ministry of Tourism (SECTUR) published the Tourism Sector Program 2025-2030 (PROSECTUR), a strategy that sets out the federal government's guidelines for boosting tourism in Mexico during this six-year term. In this blog we share with you the key points of the program so that together we can understand how it aims to transform national tourism towards more inclusive, equitable, sustainable and competitive models.

General diagnosis and long-term vision

The document starts with a diagnosis of the current situation: although tourism contributes significantly to Mexico's economic and social development, it faces challenges such as:

Concentration of benefits in a few consolidated destinations (sun and beach, large cities).
Regional gaps: many communities with a vocation for tourism -rural, indigenous, Afro-Mexican- lack infrastructure, promotion, connectivity or technical resources.
Governance limitations: fragmented data collection, regulations difficult to access or update, tourist services not always of consistent quality.
Environmental pressure and sustainability challenges: impacts on ecosystems, depletion of natural resources, lack of adequate territorial planning, growing demand for responsible tourism models.

The vision for 2030 is clear: to achieve to make Mexico a global tourism power with a model that generates shared well-being, innovation, quality, diversification, social inclusion, respect for the environment and a fairer distribution of benefits.

Strategic objectives of PROSECTUR 2025-2030

SECTUR defines six main objectives guiding the program's lines of action, strategies and indicators:

Target	What it consists of
Promote regional and community development in less developed areas.	Support community-based tourism, indigenous and Afro-Mexican cultures, generate local employment, strengthen value chains, reduce territorial inequalities.
2. Promote the attraction of investments in tourism infrastructure in states and municipalities.	Improve infrastructure, promote private and public investment, facilitate financing, reduce regulatory barriers, accelerate construction and modernization in emerging destinations.
3. To develop tourism policy and governance for the benefit of the national tourism sector.	Strengthen regulations, modernize registration platforms, improve tourism statistics systems, increase coordination between levels of government, transparency and quality in tourist services.
4. To increase competitiveness and innovation in the tourism sector.	Diversify the offer, incorporate new technologies and products, professionalize personnel, innovate in services, improve the tourist experience.
5. Promote sustainability in tourist destinations and products in the national territory.	Environmental, social and cultural approach: responsible use of resources, conservation, sustainable practices, protection of natural and cultural heritage.
6. Promote the diversification of markets and tourist destinations in the national territory.	Expand outbound markets, promote emerging destinations, strengthen the country brand, broader and more coherent promotion strategy.

Strategies, lines of action and strategic projects

To achieve these objectives, the program includes various strategies and lines of action, as well as strategic projects that exemplify what will be done:

Modernization of the General Tourism Law.
Community Tourism Strategy as an engine for regional development.
Strategy to strengthen the National Magical Towns Program.
New digital platforms: new statistical system (DATATUR), modernization of the National Tourism Registry, new Visit Mexico platform.
Air and maritime connectivity strategies, improvements in tourism infrastructure.
Diversification strategies: magic routes, sports tourism, fairs and roadshows, strengthening of services in emerging destinations.

Expected indicators and goals

PROSECTUR defines indicators and goals to measure progress, for example:

Increase in tourism employment.
Improvement in hotel occupancy in non-traditional destinations.
Greater participation of indigenous and Afro-Mexican communities.
Advances in sustainability: less environmental impact, better waste management, water, conservation.
Diversification of outbound markets, reduction of geographical concentrations of tourists and greater visibility of emerging destinations.

Expected impact and challenges

Potential impact:

Improved local and community economic development opportunities.
More equitable distribution of the benefits of tourism.
Mexico could better position itself internationally as a sustainable and innovative tourism destination.
Improvement in the quality of tourism services, connectivity, diversified supply.

Challenges to overcome:

Achieve effective coordination among the three levels of government, the private sector and communities.
Overcome lags in infrastructure, financing, training.
Manage the effects of climate change, ensure environmental conservation in vulnerable destinations.
Ensure that local communities really benefit, avoiding social or cultural damage.
Measuring and monitoring reliable indicators, with updated and sufficient data.

Conclusion

The Tourism Sector Program 2025-2030 SECTUR's program represents an ambitious bid to transform tourism in Mexico, making it more just, inclusive, diverse and sustainable. We invite you to learn about the program, follow its implementation, and participate -whenever possible- in local initiatives that align with these objectives. Tourism policy has a direct impact on communities, regional economies and how we are viewed in the world.

We are grateful for the recognition we have received over the past 15 years.