Cultural tourism in Mexico saw significant growth in 2025, according to data from the Ministry of Tourism. The institution headed by Josefina Rodríguez Zamora presented its report on 2024 following a meeting with the federal Secretary of Culture, Claudia Curiel de Icaza.
According to the authorities, growth was driven by increased visitor numbers to the country's museums and archaeological sites. In light of these visible results, both agencies agreed to strengthen joint strategies to consolidate this segment as an engine of economic and social development.
Cultural tourism in Mexico increases by 9.1% in 2025
During the meeting, they agreed that Mexico's vast historical and archaeological heritage is a key lever for triggering the comprehensive development of the territories. In this regard, they emphasized that cultural tourism not only contributes to diversifying the tourism offer, but also generates well-being in communities, strengthens national identity, and promotes heritage conservation under a sustainable and Shared Prosperity approach.
Rodríguez Zamora reported on the increase in cultural tourism between 2025 and 2025, according to figures from the National Institute of Anthropology and History (INAH). The agency stated that in 2025, a total of 21.4 million people visited museums and archaeological sites in the country. This figure represents an increase of 9.1% compared to 2024. This increase, he said, reflects a greater interest in Mexico's cultural wealth among both domestic and international tourists.
"Our historical and cultural wealth is one of the main drivers that position us on the international stage," said the head of the Ministry of Tourism.
He explained that during the period in question, archaeological sites received 9.9 million visitors, of whom 64 percent were Mexican nationals and 36 percent were foreigners. This figure represents an increase of 1.4 percent compared to 2024, when 9.8 million visitors were recorded. In view of this, he stressed that the growth in visits to museums and archaeological sites confirms that Mexico is a country that inspires, educates, and enchants those who visit us.
In the case of museums, 11.5 million visitors were recorded in 2025, representing a 16.8 percent increase over the same period last year, when 9.9 million visitors were reported. Of the total number of visitors, 89 percent were domestic and 11 percent were foreign, confirming the role of these spaces as cultural references for the local public and as attractions for international tourism.
Which museums were the most visited in Mexico in 2025?
Rodríguez Zamora specified that the most visited museums were the National Museum of Anthropology, which accounted for 44 percent of total visitors; the National Museum of History, with 23 percent; and the Templo Mayor Museum, with 4 percent. As for archaeological sites, the most popular were Chichén Itzá, with 2.2 million visitors; Teotihuacán and its Site Museum, with 1.8 million; and Tulum, with 1.0 million.
The head of Sectur reiterated the commitment of the Mexican government, led by Claudia Sheinbaum, to continue promoting tourism diversification linked to cultural heritage. "Promoting access to our museums and archaeological sites strengthens national identity and boosts local economies. We will continue working to ensure that more Mexicans and visitors from around the world learn about and experience the cultural greatness of our country," she concluded.
