Recording consistent growth since 2011, Mexico’s tourism sector has continued to expand steadily. According to government counts, more than 39m foreign tourists visited the country in 2017. Demand for Mexico’s medical tourism has recently picked up and is forecast to grow further, largely as a result of the changes made to the US health care system. Mexico’s natural beauty has long attracted tourists, but now the country is working to fully harness its broad potential. New transport links have been built and further projects are under way, which should boost the flow of tourists. However, there is room for improvement in terms of infrastructure at tourist centres and international perceptions of security. Whether the sector maintains or loses momentum under the new administration remains to be seen.