The business of offering rest and personal renewal
Did you know that in Mexico there are at least 10 different types of vacations? Yes, you read that right: ten different ways to disconnect from stress, Excel, and work chats. From spiritual getaways to culinary marathons, Mexico's tourism scene has something for every taste... and budget. This taxonomy of relaxation is interesting not only for its diversity but also for the opportunities it opens up for innovation and investment.
Among the most popular types of tourism that are on the rise are wellness tourism, cultural tourism, culinary tourism, and adventure tourism. Which one are you trying this summer?
Recently, while speaking with one of the country's most renowned wedding planners, he told me that summer—although it may seem like peak season—is actually a quiet period for his business. The reason? Very few dare to celebrate their wedding during the rainy season and holidays. For him, this "market break" becomes a strategic pause to plan, recharge, and prepare for the second half of the year, when weddings return with a vengeance.
While some rest, others work full steam ahead. This is tourism in our country: a living, dynamic system, where each season brings different challenges and opportunities to serve a wide variety of market segments with different interests.
According to recent data from INEGI (National Institute of Statistics and Geography), tourism in Mexico represents a whopping 8.6% of the national GDP (2024), equivalent to more than $2.5 billion pesos. Of that amount, accommodation accounts for 21%, followed by passenger transportation (19%), with restaurants, bars, and nightclubs rounding out the list. To give you an idea of the sector's economic weight, the construction industry accounts for 7.2% of GDP, just below tourism.
And where are the opportunities?
Although Mexico's tourism landscape is vast, there are two major trends that are transforming the way we travel and, of course, the way brands can connect with these new consumer profiles:
1. Wellness Tourism (or how to heal body, mind, and soul while generating economic benefits). This type of tourism not only grows, it flourishes. What does it include?
Spa resorts and wellness retreats.
Medical tourism (from cosmetic surgery to dentistry and alternative medicine).
Yoga, mindfulness and meditation retreats.
Trips focused on nutrition, detox, and fitness.
Holistic experiences: temazcales, indigenous rituals, herbal medicine.
Nature tourism with a spiritual or regenerative focus.
According to the Global Wellness Institute, Mexico is among the top 15 worldwide in attracting wellness tourism. In 2023, this segment generated nearly 15% of the country's total tourism. And it's on the rise: compound annual growth (CAGR) of between 7% and 10% is projected between now and 2028.
Key destinations:
Tulum and Riviera Maya: global epicenter of wellness (boutique spas, yoga, spirituality).
Valle de Bravo and Malinalco: connection with nature, alternative therapies.
San Miguel de Allende: boutique luxury and gourmet wellness.
Los Cabos and Baja California Sur: regenerative resorts with a premium focus.
Oaxaca: traditional medicine, temazcales, ancestral healing.
2. All-Inclusive Gastronomic Tourism (but for real, not just a buffet).
Here comes a paradigm shift that's worth its weight in gold: the traditional "all-inclusive" model—based on unlimited abundance—is evolving. Today, we see hotels that prioritize quality over quantity, with curated menus, local ingredients, and more conscious offerings for the body, nutrition, and the environment.
The result? A more sophisticated offering, appealing to both foodie travelers and responsible consumers. This represents a great opportunity for brands looking to collaborate on sensory, healthy, and memorable experiences.
Wellness isn't just a trend; it's a growing expectation among travelers. If your brand knows how to care for the body, nourish the mind, or inspire the soul, wellness tourism isn't just a destination—it's your opportunity. Pay attention to your surroundings because listening makes you sell.
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