By Angela Kocherga and Alfredo Corchado
CIUDAD JUÁREZ – The number of international tourists traveling to the United States fell with one exception: Mexico.
After a decline at the beginning of the year, visitors from Mexico are back and increasing. In fact, these tourists are a bright spot during the recent holiday season, when many plan to visit relatives, enjoy entertainment and theme parks, and of course Christmas shopping at the malls of San Diego, Tucson, San Antonio or El Paso across from Ciudad Juárez.
The increase in Mexican travelers is rising despite repeated videos on social media showing ICE or Border Patrol agents tackling and arresting people, mostly Latinos, to fulfill Trump’s promise of mass deportation. And it comes as the US government plans to require visitors applying for travel visas to provide, among other things, their personal social media history going back five years, under a recent proposal US Customs and Border Protectionor CBP.
About 3 million visitors flew in from Mexico during August. That’s slightly more than the same period last year, according to US data National Office of Tourism. The number of people passing through land ports of entry is up 13 percent this year, according to U.S. Customs and Border Protection data.
“The president, the government, can do or say whatever they want, and it’s all for show,” said Raymond Robertson, professor of economics and government and director of the Mosbacher Institute for Business, Economics and Public Policy at Texas A&M University. “But the real love between these two countries, especially with Texas and Mexico and other cities on the U.S.-Mexico border, is very strong and it’s very real.”
Historically, neighboring Canada and Mexico have been top countries for international visitors. Travel from Canada this year dropped sharply partly because of tariffs, and President Trump has repeatedly said he wants to make Canada the 51st state, which many Canadians find offensive.
Decline in international tourism expected to cost US $5.7 billion compared to previous year US Travel Association.
However, travel from Mexico remains strong for now. Citing statistics from a 2023 Commerce Department study, Robertson said 22 percent of foreign travelers are Mexican, the largest group overall. On average, Mexicans spent about $1,500 per trip.
Mexico, with an estimated population of 133 million, is it top US business partners. More than $800 billion flows in two-way trade, figures that underscore the deep economic and cultural connections between the two countries.
“Regardless of national or state politics, Mexicans still feel welcomed by the people they meet in person because they know from history that politics will always be ugly,” added Robertson, author of the forthcoming book “Not Just Neighbors: The Remarkable Economic Relationship in North America.”
Raúl Vargas agrees. For more than four decades, Vargas, a tour company owner, has driven his 52-seater bus from Monterrey, Mexico, to North Texas for Dallas Cowboys home games. In the spring, they bring busloads of fans to Houston to see Astros baseball games.
“When we visit family or see a game, especially the Cowboys or the Astros, we come. Traditions are hard to break,” he said. “Good shopping deals also help.”
In Ciudad Juárez, people arriving at the American consulate hope that their tourist visa application will be approved. On a recent morning, the area near the massive building was bustling. There are hotels and restaurants and agencies helping people prepare their applications. The American consulate in this Mexican border town has the largest visa operation worldwide, it issues everything from work permits to family and tourist visas.
“I want to visit my sister in Indiana,” Carolina said. Like most people outside the consulate, she wanted to be identified only by her first name because of concerns that talking to a reporter could affect their visa approval.
Several applicants said they wanted a visa to shop just over the border in Texas or New Mexico. One young woman was renewing her visa to participate in the Disney World Marathon in Florida in January.
Mexico is not on the US travel ban list, but the visa application process has become more difficult and expensive since Trump took office. Even those who renew the visitor visas are now required to attend a personal interview. Last October, the cost rose from $185 to $435 due to a new visa integrity fee.
In addition, there is an increase in the price of what is required entry form for tracking arrivals from $6 to $30. Finally, federal authorities are checking applicants’ social media to see if they are critical of Trump administration policies.
“People are double-checked and triple-checked when they enter,” said Tony Payan, director of the Center for the US and Mexico at Rice University’s Baker Institute.
Payan added that higher costs and new restrictions on everything from student visas to skilled worker visas could be a deterrent for some who want to come to the U.S. legally.
“I think the underlying message is that you are not welcome in the United States, even tourists who come frequently and spend money in the country are not welcome,” Payan said.
Still, at least along the border states of Texas, New Mexico, Arizona, and California, reliance on visitors from Mexico remains a strong source of income. Shopping centers in these cities appreciate and pamper their customers from south of the border.
“These consumers are very important to us,” said Gina Šlechta, director of marketing for Horizon Group Properties. The company operates shopping centers across the country. Two of their busiest stores are located in the border cities of Laredo-Nuevo Laredo and El Paso-Ciudad Juárez.
Schlechte estimates that up to 65% of weekend customers at Outlet Shoppes El Paso are from Mexico. These days, the mall is decorated and full of holiday cheer. People carry large shopping bags and children pose for selfies with a bilingual Santa. A snow machine creates a winter wonderland in the desert southwest at sunset.
“It’s not unusual for us to see people coming to the mall from Mexico with a lot of family and friends,” she said. “They make no sacrifices when it comes to making Christmas special for their children.
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