Markets
Mexico

Market Characterization for Portugal

In 2025, Mexico ranked as the 31st largest source market for Portugal in terms of overnight stays (share: 0.3%) and the 29th largest in terms of guests (share: 0.5%). In 2025, the Mexican market recorded approximately 89,600 guests (year-over-year change: -4.3%), who generated 193,500 overnight stays (year-over-year change: -5.0%). It stands out as the 29th market in terms of tourism receipyswith €92.9 million (share 0.3%), down 0.1% compared to 2024.

In terms of overnight stays, Lisboa is the main domestic destination for tourists from Mexico visiting Portugal (54.0%), followed by the Norte (29.1%) and the Oeste region (5.4%). By type of accommodation, hotel stays predominated (75.8%), followed by private lodging (15.7%) and apartment hotels (4.3%).

The main airlines that transported Mexican tourists to Portugal were: Iberia (share: 28.0%), Air Europa (22.1%), World2Fly Portugal (6.0%), Air France (5.0%), and TAP (4.8%). Most flights originated in Mexico City (share: 63.6%), followed by Cancún (13.2%) and Monterrey (6.4%).

According to SIBS data, Lisboa accounts for 55.3% of the €22.1 million in card spending originating from Mexico in 2025. The Norte ranks second (share: 28.8%), followed by the Oeste region (4.4%).

2025 Position | Year-over-Year Change
Guests 0.1M 29º | -4.2%
Overnight stays 0.2M 31º | -4.8%
Tourism receipts 92.8M€ 29º | -0.2%

Market Profile

Change 25/24
131.9 M Population
0.8 %
25681.6 USD GDP per Capita
2.6 %
3.8 % Inflation Rate
-0.9 pp
18.3 % Savings Rate
0.0 pp

Mexico is a country with a population of 130.9 million in 2024 and was the 12th largest economy in the world.

According to Globaldata, in 2024, Mexico was the 16th largest source market for tourists worldwide, generating 24.6 million trips and accounting for 1.5% of total global tourism demand. About 9.6% of tourist flows are concentrated in Europe. The main regions sending Mexican tourists to Portugal were: Mexico City (share: 60.0%), Cancun (29.9%), Monterrey (3.0%), Guadalajara (2.4%), and other cities (4.7%).

In turn, 30.0% of trips abroad taken by Mexican tourists in 2024 were by air, and 70.0% were by land.

Outlook

IMF data show that Mexico’s economy grew by 3.2% in 2023, due to the current unfavorable international environment, the conflict in Ukraine, the war in the Middle East (Israel-Hamas), and rising costs for energy, raw materials, and intermediate goods. For 2024 and 2025, lower growth is projected: 1.5% and 1.3%, respectively.

According to GlobalData, between 2025 and 2028, international departures by Mexican tourists are expected to grow at a CAGR of 1.5%, reaching 26.2 million departures in 2028. Meanwhile, spending by Mexican tourists abroad is expected to increase at a CAGR of 5.7% over the same period

According to estimates from OAG Schedules Analyser, based on the 2024 summer season compared to 2023, the following number of available airline seats from Mexico to major European destinations was assessed for the period from April 1 to September 30, 2024: Spain: 550,000 seats (+9.8%), United Kingdom: 255,000 (-6.0%), France: 245,000 (+15.8%), Germany: 170,000 (+7.9%), Turkey: 90,000 (+11.0%), and Italy: 70,000 (+19.3%).

An analysis of the scheduled capacity from Mexico for the 2024–2025 winter season (October 1, 2024, to March 31, 2025) indicates an estimated 0.4% increase compared to the 2023–2024 winter season. Available air capacity to major European destinations: Spain: 600,000 seats (+7.1%), United Kingdom: 245,000 (-7.9%), France: 220,000 (+10.1%), Germany: 175,000 (+4.8%), Turkey: 60,000 (+7.1%), and Italy: 45,000 (+16.7%).

The share of accommodation searches from Google Destination Insights reveals that Spain leads European countries with a 19.6% share, followed by Italy (11.2%), the United Kingdom (5.6%), Portugal (4.4%), Greece (3.5%), and Turkey (3.1%) for the period from January to August 2024.