Travel is booming in Mexico. According to the nation’s Ministry of Tourism, 39.4 million international visitors arrived in Mexico between January and May, a 14.2% jump from the same period last year. 

Mexico’s president, Claudia Sheinbaum, is aiming for even greater growth, with a goal of making Mexico the world’s fifth most-visited country by 2030 — as part of a wide-ranging plan, dubbed Mexico 2030, that focuses on economic development in various sectors. 

Leading the government’s charge in the tourism sector is Josefina Rodriguez Zamora, who was appointed Mexico’s secretary of tourism in October 2024 after serving as secretary of tourism for the state of Tlaxcala from 2021 to 2024. 

In this interview, Rodriguez discusses various challenges, as well as the ministry’s new take on tourism — which includes a stronger focus on local communities and sustainability, a new tourism campaign and greater collaboration with travel advisors. 

President Sheinbaum has been in office since October 2024. How would you describe the new administration’s approach to tourism? 

With the government of President Claudia Sheinbaum, tourism is recognized as a pillar of sustainable development. We’ve strengthened interagency coordination, prioritized sustainable investment and ramped up international promotion with new campaigns. The shared prosperity vision remains, but with an even stronger focus on innovation, inclusion and sustainability.

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The arrival of President Claudia Sheinbaum represents continuity of a national plan with a social vision that’s inclusive and deeply committed to the wellbeing of all Mexicans. Today … we’re establishing a new stage for national tourism, with a focus that’s fairer, more modern and transformative.

One of this administration’s pillars is the strengthening of community tourism — not just as a development tool, but as a way to share the cultural, historical and natural richness of our communities with the world. We want tourism in Mexico to generate shared prosperity, to empower communities and preserve our traditions, languages, knowledge and ecosystems. 

How are you moving toward that goal? 

Technological innovation and the use of digital tools are fundamental for this new phase. We’re promoting online training platforms, intelligent promotion strategies and connectivity systems that allow more people to discover, experience and visit Mexico more easily. 

The key difference is that now, tourism is no longer just an economic sector. It’s a national wellbeing strategy that honors our roots, promotes equity and advances the country toward a future that’s more sustainable, better connected and profoundly human.  

Hospitality knows no political borders. Tourism builds bridges.

Does political rhetoric in the United States affect Americans traveling to Mexico?

Mexico maintains a respectful and collaborative stance. What’s most important is that the American people continue to travel to Mexico enthusiastically and frequently. Hospitality knows no political borders. Tourism builds bridges. We focus on delivering experiences so positive that they overcome any prejudice or external rhetoric.

In Mexico City, the government has introduced new restrictions on short-term rentals to combat gentrification. How do you view these challenges? 

In Mexico, we firmly believe in tourism as a tool for coming together, for understanding and social development. We’re a supportive people, warm by nature and profoundly proud of our history, our communities and our landscapes. We like to welcome the people who visit as if they were coming home, because we’re great hosts by nature. 

But we also know that tourism must be responsible. That’s why the government emphasizes the importance of a tourist model that’s sustainable, environmentally respectful and aligned with the needs of local communities. Decrees protect natural areas, and policies support cultural and ecological preservation. 

It’s not just a matter of tourists enjoying our beaches, mountains, jungles and Magical Towns. It’s also about how we Mexicans can continue to enjoy and share these spaces for generations to come. We want tourism to coexist with its surroundings, not displace it; to strengthen local identity, not erase it.  

We want tourism to coexist with its surroundings, not displace it; to strengthen local identity, not erase it.

That’s why we work hand in hand with communities, emphasizing territorial fairness, so that tourism adds rather than subtracts — and so that tourism development benefits everyone. Our commitment is clear: to preserve what we are and what we have, and to continue proudly sharing it with the world.  

How can travelers have a positive impact when visiting Mexico?

We encourage travelers to shop locally, respect customs, avoid exploitative tourism and choose sustainable experiences. Traveling consciously transforms both the communities and the traveler who visits them.

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How can travelers minimize the negative effects of overtourism? 

Mexico isn’t just a nation of sun and beaches — although our coasts are spectacular. We’re also a nation of mountains, jungles, deserts, volcanoes, living communities and towns with history and soul. That’s why we strongly promote community-based tourism: a more conscientious, responsible and respectful way to travel, both for the environment and for each destination’s cultural identity. 

These new tourism experiences allow visitors to connect with people, their traditions and their way of life, while at the same time supporting local wellbeing and inclusive development. It’s tourism with a purpose. 

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There are 177 Magical Towns, each with its own unique charm. From the Huichol art in Nayarit to the living Maya traditions in Yucatan and the Otomi rituals in Hidalgo, Mexico offers routes that break away from the crowds and embrace authenticity. 

We invite travelers to explore these lesser-known destinations, to experience Mexico in the heart of its communities, to become part of a new form of tourism — one that transforms and leaves a mark, as much for those who experience it as for those who offer it. 

What should travel advisors and their clients know about safety and security in Mexico today? 

Mexico is currently experiencing one of its safest periods in years, with steadily declining crime rates that have boosted traveler confidence. This is reflected in the fact that more than half of the international tourists who visit are women, who choose Mexico as a safe and welcoming destination.

Mexico is currently experiencing one of its safest periods in years, with steadily declining crime rates that have boosted traveler confidence.

Thanks to the national security strategy and coordinated work among the three levels of government, this progress is also reflected in the consistent growth in international visitors, especially from the United States and Canada. Travelers come back not just for our beaches and culture; they also come back because they feel welcome and safe.

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Being aware that negative narratives still exist in some international media, we launched the Latidos del Mundo [Heartbeats of the World] campaign, a communication strategy targeting international travelers that conveys a message focused on peace, personal connection and Mexican authenticity. This campaign highlights our strengths: hospitality, natural and cultural richness and the safety that the nation offers as a tourism destination.

You’re looking to work closely with travel advisors. What are the goals of this year’s roadshow?

The Meet Mexico Roadshow 2025 is a very special tour. We’ll be in Chicago, Toronto, Dallas, Houston, San Francisco, Los Angeles, Montreal and New York to strengthen business ties, train travel advisors and showcase Mexico’s diversity beyond just sun and beach. Unlike previous editions, this tour focuses on cultural, culinary and health and wellness experiences, as well as newly emerging destinations. We’re sharing a unified message: Mexico as a country of authentic, safe hospitality, aligned with global trends of conscious travel.

How has the way you collaborate with U.S.-based travel advisors evolved? 

We’ve significantly strengthened our work with travel advisors in the U.S., building a strategic relationship that provides ongoing support and up-to-date information.  

The Secretary of Tourism offers various training courses and modules through official digital platforms, specifically designed for travel advisors, tour operators and industry professionals. These courses cover key topics such as emerging destinations, wellness tourism, cultural experiences and sustainability, aligned with our diversification strategy. Through these platforms, advisors can access multimedia resources, specialized itineraries and interactive tools to sell Mexico more effectively and distinctively.

A ‘family-friendly’ cruise became a holiday from hell after a family were forced to hide in their cabin to escape hordes of drunk passengers.

Ian and Sally Wright, from Sunderland, had forked out £8,000 to get on board the MSC Cruise Virtuosa on July 12th for a two-week trip across Spain.

The believed the cruise was aimed at families so would be perfect for kids Jack, 11, and Molly, 8,as well as Sally’s mum.

However the holiday descended into chaos, with the other passengers said to have drunk ‘insane’ amounts of booze more suited for a nightclub.

The 41-year-old dad said: ‘We wanted to book this cruise because we thought it was a family ship. We thought it looked great for kids.

‘It was worse than a Wetherspoons. It would take you half an hour to get a drink. It was just horrendous.

‘It felt like an 18 to 30s club at times. If you were by the pool, you’d just hear constant swearing and people getting louder through the day.

‘We just thought “what have we spent our money on?” It became like Fawlty Towers.’

The author described how one family scrabble game was ruined when a drunken cruiser vomited next to their table.

He claimed it took staff an hour to mop up the ‘smelly’ mess.

MSC Cruises said they ‘regretted’ that the family’s experience did not meet their expectations and said they will be reaching out to ensure their ‘concerns are properly reviewed and addressed’. 

Beyond the drunken behaviour, things got worse when Iain’s kids Jack and Molly returned from the top deck ‘covered in black soot’, which Ian claimed came from the ship’s funnels.

Ian claimed: ‘We were leaving the port and the kids went up to the top deck to see if the water slides were open.’

‘While they were on that deck, it just rained down black stuff all over them. They came down to tell us and Jack’s skin was covered in black stuff, Molly’s swimming costume was stained all over her and it was on her arms.’

The substance even triggered an allergic reaction on the 8-year-old’s skin, with the family visiting the doctor to treat her hives.

The dad continued: ‘They said it was from the fumes because it was in the area where the fumes had touched her skin.

‘She suffered with itching for 24 hours but it was a result of her being covered in this soot. It’s not acceptable.’

The horrified family then complained to staff but were allegedly told by staff ‘it happens sometimes’.

The shell-shocked family said they tried to leave the cruise halfway through in Majorca after they were sheltering in their rooms to avoid the ‘horrible’ atmosphere.

Dad Ian said there was ‘constant swearing’ and drunkenness which meant they had only 12 hours of fun over two weeks.

He demanded an apology and a partial refund.

Ian went on: ‘We spent most of the holidays just going out to eat and staying in our cabins because the atmosphere was just awful. There were no quiet areas. Everywhere was packed. 

‘We got back feeling quite disheartened. It was a lot of money. The kids were disappointed.’

An MSC Cruises spokesman said: ‘We take all guest feedback seriously and regret that the Wright family’s experience did not meet their expectations.

‘Their concerns were addressed directly by the team on board and they were encouraged to follow up with our Customer Service team after their trip for further assistance.

‘As we have not received any additional communication from them since then, our Customer Service team will now reach out to the Wright family directly to ensure their concerns are properly reviewed and addressed.’

Get in touch with our news team by emailing us at webnews@metro.co.uk.

For more stories like this, check our news page.

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One family’s nightmare cruise spiralled into chaos as drunken passengers threw up on their table and their kids were left covered by soot from the ship’s funnels

A family have hit out at their £8,000 cruise from hell after their kids were left covered in “black soot” from the ship’s funnels and drunken fellow passengers became so drunk that they threw up at their tables.

Iain and Sally Wright boarded the MSC Cruises Virtuosa on July 12th for a two-week trip across Spain alongside their two children and mother-in-law.

The couple booked the cruise on the premise it was a ‘family-friendly’ ship that catered to their 11-year-old son Jack and eight-year-old daughter Molly. It comes after a warning to Brit tourists planning all-inclusive holidays to Spain.

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However, after boarding, Iain claims the level of drunkenness among passengers was ‘insane’ – comparing the atmosphere to that of a pub.

On one occasion, 41-year-old author Iain says one inebriated guest threw up next to the family’s table while they were playing Scrabble, claiming it took MSC staff an hour to clean up the ‘smelly’ mess.

The following day, Jack and Molly returned from the pool ‘covered in black soot’ that had spouted from the ship’s funnels, Iain said, which left Molly suffering an allergic reaction and requiring medical treatment.

Horrified, Iain said they complained to customer services about the fumes and were told by staff ‘it happens sometimes’. Frustrated, Iain and his family spent the remainder of their trip inside their cabin due to the ‘awful’ atmosphere on board the ship.

MSC Cruises said they ‘regretted’ that the family’s experience did not meet expectations and said they will be reaching out to ensure their ‘concerns are properly reviewed and addressed’.

Iain, who lives in Sunderland, Tyne and Wear, said: “We wanted to book this cruise because we thought it was a family ship. We thought it looked great for kids.

“We were really looking forward to it. My mother-in-law loves cruises and she said she might have one more left in her so for her, this was going to be her last cruise.

“But the level of drunkenness was insane. It was worse than a Wetherspoons. It would take you half an hour to get a drink. It was just horrendous.

“It felt like an 18-30s club at times. If you were by the pool, you’d just hear constant swearing and people getting louder through the day. We just thought ‘what have we spent our money on?’ It became like Fawlty Towers.

“We were playing Scrabble on the main pool deck when a drunk passenger just walks by and vomits on the floor right next to our table.

“It smelled. It was left there for over an hour. They couldn’t get a cleaner. And when you think about the bugs that go around on cruises, this is basic hygiene.”

The Wrights’ trip went from bad to worse when their daughter Molly broke out in hives after being ‘covered’ in black suit, believed to be ‘raining’ from the ship’s funnels.

Iain said: “We were leaving the port and the kids went up to the dop deck to see if the water slides were open.”

“While they were on that deck, it just rained down black stuff all over them. They came down to tell us and Jack’s skin was covered in black stuff, Molly’s swimming costume was stained all over her and it was on her arms.

“We went down to guest services and told them our kids have been covered in the black soot from the engine I think and she said ‘yeah that happens sometimes when we pull away from a port’.

“She said we can make a claim about the damaged costume. While we were there, there were other people complaining to say they’d been covered in the black soot too.

“Two days later she started itching and broke out in hives so we went to customer services to see the doctor. He said it was an allergic reaction to an external substance. They said it was from the fumes because it was in the area where the fumes had touched her skin.

“They gave her hydrocortisone cream. She suffered with itching for 24 hours but it was a result of her being covered in this soot. It’s not acceptable.

“We get accidents happen but customer services just didn’t care. They acted like we were the problem for wasting their time. Their only intention was to disprove your complaint.”

Iain claims the family were offered a £9 ticket for a premium show on-board the cruise after raising their complaints.

The dad said the family spent the remainder of the trip inside their cabins due to the rowdy atmosphere on the ship deck, and is calling on the cruise line to apologise for their ‘disappointing’ experience.

Iain said: “We spent most of the holidays just going out to eat and staying in our cabins because the atmosphere was just awful. “There were no quiet areas. Everywhere was packed.

“We were looking to disembark halfway through the cruise in Majorca. We felt like we were left with no choice. There’s a level of basic customer service that we didn’t get, whether it’s a budget cruise or not.

“We wouldn’t step foot on one of their cruises ever again. We got back feeling quite disheartened. It was a lot of money. The kids were disappointed. We probably had 12 hours of fun on a two-week cruise. We would love a partial refund because that could go towards booking the holiday that we wanted in the first place.”

“They should apologise.” An MSC Cruises spokesperson said: “We take all guest feedback seriously and regret that the Wright family’s experience did not meet their expectations.

“Their concerns were addressed directly by the team on board and they were encouraged to follow up with our Customer Service team after their trip for further assistance.

“As we have not received any additional communication from them since then, our Customer Service team will now reach out to the Wright family directly to ensure their concerns are properly reviewed and addressed.”