Tourism Diplomacy: A commitment to development and international projection

The training of the diplomatic corps is more critical than ever, as their responsibilities go far beyond issuing passports or official documents

Within these tasks, tourism promotion is prominent, understood not only as an income-generating industry but as an ideal development tool that strengthens ties and fosters mutual understanding among nations.
in 2024, Mexico ranked as the sixth most visited country in the world, receiving 23 million tourists from the United States.
Tourism remains a reference point of goodwill in the bilateral relationship, evinced by the 1.6 million U.S citizens that live in Mexico
Our country is still the top foreign destination for U.S. travelers.

In an increasingly interconnected and competitive world, diplomacy continues to play a central role as an essential instrument for dialogue, international outreach, and coordination of national efforts. In recent years, foreign ministries, far from being diluted by an increasingly turbulent world, have strengthened their role as coordinators of foreign policy, mobilizing the work of embassies, consulates, and representative offices to achieve coherent and effective strategies.

The training of the diplomatic corps is more critical than ever, as their responsibilities go far beyond issuing passports or official documents. In modern diplomacy, they are called upon to represent the country’s political and economic interests with professionalism, avoiding improvisation and actively promoting strategic sectors such as trade and culture, academic, technological, and scientific exchange. Within these tasks, tourism promotion is prominent, understood not only as an income-generating industry but as an ideal development tool that strengthens ties and fosters mutual understanding among nations.

In this context, globalization and the expansion of social media have helped shape a comprehensive tourism promotion strategy that involves embassies, consulates, specialized agencies, local governments, the private sector, and, crucially, the communities themselves. Far from being mere recipients of tourism, these communities take on a leading role as active agents in creating and implementing programs that reflect local identity, knowledge of the territory, and hospitality. Their participation guarantees an authentic and sustainable offering, ensuring that the economic, cultural, and social benefits directly impact at the local level, strengthening the social fabric, promoting inclusive development, and respecting the cultural heritage of each region.

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In a highly competitive environment, there is no place for improvisation. Each action must correspond to a defined strategy, combining in-depth knowledge of the destinations with negotiation skills and the development of strategic alliances that directly benefit the country. This is where the professional training of diplomats is essential to effectively communicate the country’s offerings.

Mexico has been an example of this trend with states such as Yucatan, Guanajuato, Baja California, and destinations such as Cancun, the Riviera Maya, Mexico City, as well as Puerto Vallarta and Los Cabos, that, with the support of embassies and consulates —under the coordination of the Ministry of Foreign Affairs— have strengthened their presence in global markets, facilitating strategic connections with tour operators, local authorities, and community leaders. This coordination not only showcases the richness and diversity of each territory but also ensures a more equitable distribution of the benefits generated by tourism, boosting the development of communities that would otherwise remain on the margins of major tourist flows.

This approach is particularly relevant for a nation that, in 2024, ranked as the sixth most visited country in the world, receiving 23 million tourists from the United States and 8.6% of its GDP from tourism. In 2023 alone, tourism generated 4.9 million direct jobs and was the primary source of employment for young people and the second for women, highlighting its importance not only in economic terms but as a driver of social inclusion and community development.

Tourism remains a reference point of goodwill in the bilateral relationship, evinced by the 1.6 million U.S citizens that live in Mexico and the fact that our country is still the top foreign destination for U.S. travelers.

A closer example of how international outreach and regional strategy are intertwined is the rise of medical tourism in the border area between Baja California and California. In 2023, this region attracted nearly 2.4 million visitors who crossed the border for health reasons, generating an economic impact exceeding $2.8 billion. Tijuana, in particular, established itself as an international hub in this sector, offering high-quality services in specialties such as dentistry, cosmetic surgery, orthopedics, and oncology at costs up to 70% lower than in the United States without sacrificing international standards of care.

This binational flow strengthens the healthcare sector and boosts the local economy by providing lodging, gastronomy, and transportation, consolidating the Cali-Baja region as an international gateway for health and wellness.

In this regard, the Tourism Tianguis, in its 1st binational edition, which will take place between April 26 and May 1st in the Baja California-San Diego mega-region, is the perfect example of how collaboration between multiple levels of government and the private sector can project a local strategy into the global sphere. With the participation of 1,100 buyers and 3,200 exhibitors from 43 countries, this event will be a commercial showcase and a powerful engine of regional integration.

We will continue building bridges of knowledge and collaboration between two countries that share much more than a border, as they are united by their history, values, and above all, by their communities. Every effort we make, alliance we forge, and initiative we promote aims to strengthen these deep ties that define us and to project a shared future of prosperity and mutual understanding.

*Ambassador Alicia G. Kerber Palma is a career diplomat and currently the Consul General of Mexico in San Diego.

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