International arrivals to the United States dropped sharply this year. One country is a stubborn exception. That country is Mexico.
Political rhetoric is inflammatory. Videos of ICE arrests go viral. Visa rules are stricter. Costs are rising. Visitors face a looming requirement to submit five years of social media history. But Mexican visitator numbers are growing. Many U.S. retailers and tourist destinations struggle during the holidays. Shoppers and families cross from Tijuana, Ciudad Juárez, Nuevo Laredo, and other border cities. They provide a reliable lifeline.
The Numbers Tell the Story
Land-border crossings by car rose 13 percent year-over-year. Customs and Border Protection (CBP) provided this data. Roughly 3 million Mexican visitors arrived by air through August 2025. This is a slight increase over 2024.
Mexicans represent about 22 percent of all foreign visitors. This is the single largest nationality according to Commerce Department data. The average spend per trip is around $1,500. Visitors spend this on shopping, theme parks, family visits, and entertainment.
Canada was a top feeder market as well. Arrivals from there have collapsed however. Trade tariffs and President Trump's repeated jokes hurt this relationship. He threatened to turn Canada into America’s 51st state. The U.S. Travel Association estimates the drop in international tourism will cost the economy $5.7 billion. This is a decline from last year.
Politics vs. People-to-People Ties
One El Paso business owner explained the situation. “The president and the government can do or say whatever they want. A lot of it is for show. But the real link between Texas and Chihuahua is very strong. The link between California and Baja California is real. The link between Arizona and Sonora is real.”
Malls in San Diego, McAllen, Laredo, El Paso, and San Antonio welcome the Mexican visitors every December. They offer extended hours and Spanish-speaking staff. They run shuttle buses from the border bridges. Shoppers with a Mexican passport or border-crossing card get special discounts. Retail chains rely on the weeks between Thanksgiving and Three Kings Day. This period brings their highest sales of the year. Mexican families drive these numbers.
A Growing Challenge at the Border
Stores welcome Mexican shoppers. But the entry process is difficult. The tourist visa fee jumped from $185 to $435. The mandatory ESTA-style entry form fee rose from $6 to $30. Visa renewals now require in-person interviews.
CBP wants five years of social media handles, emails, phone numbers, and metadata from every foreign visitor. This may start in 2026. The proposal is open for public comment.
Travelers face multiple searches. Secondary inspections take hours. Officials ask questions about social media posts critical of U.S. policy. These steps are routine. But the flow of visitors continues.
Why Mexicans Keep Coming
Veteran border analysts point to three strong factors:
- Proximity: A three-hour drive or 45-minute flight is easier than a transatlantic journey.
- Family: More than 38 million people of Mexican origin live in the United States. Holidays mean family reunions.
- Economic difference: The peso is stronger in 2025. But premium brands, electronics, and clothing remain cheaper north of the border.
Looking Ahead to the 2026 World Cup
The United States, Mexico, and Canada will co-host the FIFA World Cup next summer. This event will bring millions of international fans. Mexican supporters travel in large groups. They are booking hotels and flights and ignore the new hurdles. The current trend may hold. Then the tournament could cause the biggest surge in Mexican visitors in decades. Border states want this economic boost. Washington’s politics have not scared these visitors away.
Commerce, culture, and family ties appear louder than any megaphone in Washington.
