While international tourism to the United States shows signs of decline, one market continues to stand out: Mexico. Despite tighter visa requirements, heightened immigration enforcement narratives, and negative portrayals circulating on social media, Mexican travelers are returning to U.S. destinations in growing numbers, providing a much-needed boost to the American tourism sector during the holiday season.

After a slow start to the year, travel from Mexico has rebounded strongly. According to data from the U.S. National Travel and Tourism Office, approximately 3 million Mexican visitors arrived by air through August, a slight increase compared to the same period last year. Even more notable, land crossings rose by 13%, underscoring the resilience of cross-border travel.

This recovery comes at a time when overall international tourism to the U.S. is under pressure. The U.S. Travel Association estimates that declining inbound travel will cost the country $5.7 billion compared to the previous year. Canada, traditionally the top source of international visitors, has seen a sharp drop, influenced by trade tensions and political rhetoric. Mexico, however, remains an exception.

Mexican tourists continue to travel for deeply rooted reasons: family visits, sports, entertainment, theme parks, and shopping. From malls in San Diego and San Antonio to outlet centers in El Paso—just across from Ciudad Juárez—holiday shopping remains a powerful draw.

“The president or the government can say whatever they want, but the real relationship between Mexico and the U.S., especially along the border, is very strong and very real,” said Raymond Robertson, professor of economics and director of the Mosbacher Institute at Texas A&M University. Citing a U.S. Department of Commerce study, Robertson noted that Mexicans account for 22% of all foreign visitors, the largest group overall, spending an average of $1,500 per trip.

The increase in Mexican travel persists despite widespread social media videos showing ICE and Border Patrol arrests, largely involving Latino individuals, as part of President Donald Trump’s renewed mass deportation agenda. It also coincides with a proposal by U.S. Customs and Border Protection requiring visa applicants to submit five years of personal social media history, raising privacy concerns among travelers.

Nevertheless, long-standing economic and cultural ties continue to outweigh political friction. Mexico, with a population of more than 133 million, is the United States’ largest trading partner, with over $800 billion in annual bilateral trade.

“No matter the politics, Mexicans still feel welcomed by the people they interact with personally,” Robertson explained. “History has shown them that politics can be ugly, but relationships endure.”

For business owners like Raúl Vargas, a tour operator from Monterrey, those relationships are built on tradition. For more than 40 years, Vargas has operated charter buses transporting Mexican fans to Dallas Cowboys games in North Texas and Houston Astros games in the spring.

“When family visits or sports are involved, we come,” Vargas said. “Traditions are hard to break. And good shopping deals help too.”

In border cities like Ciudad Juárez, the demand for U.S. tourist visas remains high. The U.S. Consulate there—the largest visa-processing center in the world—continues to receive thousands of applicants daily. Many seek visas to visit relatives, shop across the border, attend sporting events, or participate in major international events, including marathons at U.S. theme parks.

Despite uncertainty and stricter scrutiny, Mexican travelers are once again proving to be a cornerstone of U.S. tourism—demonstrating that cultural bonds, family ties, and shared experiences often prevail over political and bureaucratic obstacles.