MEXICO CITY — Mexico welcomed a record-breaking 35 million international tourists last year, a 9% increase from 2015. It was more than twice the global industry average of 3.9%, as most recently reported by the World Tourism Organization (UNWTO). The Mexico Tourism Board also announced 10.4% growth in international tourist spend.

“Mexico’s sustained, fast growth is a testament to the incredible quality and diversity in our tourism offering and the hard work for the entire industry, both internationally and domestically. More than nine million Mexicans working in the tourism and hospitality industry have made it their mission to ensure visitors have incredible experiences,” said Lourdes Berho, CEO, Mexico Tourism Board. “Plans are already underway to ensure 2017 builds upon these achievements and that Mexico continues to welcome all visitors and give them reasons to come back again and again.”

The Mexico Tourism Board’s internal consumer tracking studies also show that 94% of inbound travellers to Mexico reported an experience that ‘exceeded their expectations’, and 86% say they would return in the next six months.

Air arrivals grew at an even faster rate of 10.7%, bolstered by service from new international markets to multiple Mexico destinations, expanded frequency on existing routes and upgraded aircrafts featuring additional seats along with improved passenger experiences.

The Mexico’s Tourism Board’s 2017 tourism development strategy includes a focus on developing expanded products and personalized marketing campaigns in areas such as luxury, weddings and romance, diving, biodiversity and nature, culture, gastronomy, high-profile events, sports and adventure, as well as programs for audience segments such as millennials, LGBTQ and retirees. Mexico is looking for 50 million international visitors by 2021.