Brand USA Concludes Successful 2026 Sales Mission in Mexico
Mexico City, January 16, 2026 – Brand USA, the official destination marketing organization for the United States, successfully concluded its annual Sales Mission in Mexico, held from January 12 to 16, 2026, across the key cities of Monterrey, Guadalajara, and Mexico City. The Mission brought together U.S. destinations, attractions, receptive operators, and tourism organizations for a robust week of business meetings, trainings, and strategic industry engagement.
With participation from 28 U.S. organizations, the 2026 Sales Mission generated significant commercial opportunities with Mexican tour operators, travel agencies, and OTAs, and provided tailored training sessions for travel advisors seeking to expand their U.S. product offerings, training more than 300 travel agents across the three cities.
“The Mexican market continues to be essential to the success of inbound travel to the United States. Through this year’s Sales Mission, we strengthened collaboration, shared valuable market insights, and reinforced our long-standing partnership with Mexico’s travel industry. As we enter a milestone year for U.S. tourism, we remain committed to supporting our partners and ensuring the United States remains a top destination for Mexican travelers,” — Chris Heywood, Senior Vice President, Public Relations & Chief Communications Officer, Brand USA.
Delegates attending the 2026 Sales Mission included:
- Alaska Railroad Corporation
- American Dream
- Bonotel Exclusive Travel
- Choose Chicago
- Destination DC
- DFW International Airport
- Discover Destinations
- Discover Puerto Rico
- Experience Scottsdale
- Explore Fairbanks
- Five Star Tours
- Fredericksburg Texas
- Grapevine Convention & Visitors Bureau
- Los Angeles Tourism & Convention Board
- Macerich Shopping Centers & Fashion Outlets
- Maverick Helicopters
- Philadelphia Convention & Visitors Bureau
- Salt Lake City
- Travel Santa Ana
- Visit Austin
- Visit El Paso
- Visit Galveston
- Visit Houston
- Visit Las Vegas
- Visit Pasadena
- Visit St. Pete–Clearwater
- Visit Tampa Bay
- Visit Utah
Strengthening ties with the Mexican market
Mexico has become the United States’ largest inbound market, a position it is forecasted to hold through 2029. According to the latest data from the U.S. Tourism Economics:
- From January to October 2025, Mexican visitation to the United States increased +9.5% year-over-year, representing nearly 15 million visitors.
- Forecasts indicate 18.5 million Mexican visitors to the United States in 2025, reflecting a +9% increase year-over-year.
- Non-stop seat capacity between Mexico and the United States reached 25.3 million seats in 2025, representing a +2% increase compared to 2024, with approximately 50% of scheduled capacity concentrated in Texas and California.
- The United States remains the #1 destination Mexican travelers are most likely to visit in the next 12 months, reaffirming the market’s strong preference for U.S. destinations.
These indicators underscore the Mexican market’s resilience, sustained growth, and strategic importance in shaping the future of inbound travel to the United States.
A landmark year for U.S. tourism: major milestones in 2026
The 2026 Sales Mission also provided an opportunity to share updates on significant tourism catalysts taking place across the United States in 2026, including:
- FIFA World Cup 2026, with 11 U.S. host cities preparing for an unprecedented influx of international fans.
- America250, the nationwide celebration commemorating the 250th anniversary of the United States and spotlighting cultural, historical, and community-driven events across the country.
- The Route 66 Centennial, marking 100 years of one of America’s most iconic roadways, inspiring themed itineraries and travel experiences across multiple states.
These milestones are expected to drive heightened interest in U.S. destinations and generate new opportunities for the travel trade in Mexico.
Commitment to future growth
Events like the Sales Mission reinforce Brand USA’s dedication to collaborating with the Mexican travel trade, sharing timely insights, and inspiring demand for U.S. destinations, attractions, and cultural experiences.
Brand USA remains committed to fostering meaningful partnerships and promoting the United States as a top travel destination for Mexican visitors. For more information, visit thebrandusa.com.
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About Brand USA
Brand USA is the nation’s destination marketing organization, dedicated to attracting legitimate international inbound travel to strengthen the U.S. economy, increase exports, create quality jobs, and promote community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a top global destination while providing current visa and entry information.
Since 2012 Brand USA, in collaboration with travel industry partners, has been responsible for attracting an additional 10.3 million visitors who spent nearly $35 billion in the United States, generating $76 billion in economic output, and sustaining nearly 40,000 jobs per year. Without any cost to taxpayers, these efforts have generated $10 billion in tax receipts and returned $20 to the U.S. economy for every dollar spent.
