Mexico is seeing sharp growth in cultural tourism, with 21.4 million people visiting the state's archaeological sites and museums in 2025, up 9.1% from the year before. This was reported by the National Institute of Anthropology and History (INAH).
Archaeological sites welcomed 9.9 million visitors, showing a modest increase of 1.4% compared to 2024, according to official data. At the same time, museums showed a much more dynamic picture: their attendance increased by 16.8%, reaching 11.5 million people.
Chichen Itza has once again become a leader among archaeological sites
The most visited archaeological site in the state remains Chichen Itza — An ancient Mayan city on the Yucatan Peninsula, which was visited by 2.2 million guests in 2025. Considered one of the New Seven Wonders of the Modern World, this UNESCO World Heritage Site continues to hold its status as Mexico's premier cultural attraction and remains the heart of the Mayan world.
In second place is Teotihuacan near Mexico City, which, together with the museum on the complex, received 1.8 million visitors. Walking along the Avenue of the Dead and admiring the massive Pyramids of the Sun and Moon, visitors see more than just ruins, they stand in what was once one of the largest cities in pre-Columbian America.
The third position is occupied by Tulum on the Caribbean coast of Mexico, where the number of travelers barely exceeded 1 million. Unlike the jungle destinations inland, Tulum is perched on a cliff overlooking the turquoise waters of the Caribbean Sea.
The gap between Chichen Itza and Tulum was more than a million people. Representatives of the guest sector note that the decline in dynamics in Tulum could be influenced by complaints about overcrowding, rising costs of visiting and a negative information background around the resort’s infrastructural and social problems.
36% of visitors to archaeological zones — these were foreign visitors, but the vast majority (64%) were Mexican citizens.
Museums showed fastest growth in visitor numbers
A particularly notable event in 2025 was the increase in museum attendance. The leader of the INAH museum network was once again the National Museum of Anthropology in Mexico City, which received 5,048,893 visitors, setting a new record.
This figure significantly exceeds last year’s figures (3.8 million guest countries) and strengthens the museum’s position as one of the most visited cultural centers in Latin America. The institution has 22 permanent exhibition halls and stores more than 250 thousand archaeological and ethnographic objects.
In 2025, the museum also updated the cost of admission: the general tariff reaches 210 pesos, while maintaining benefits for students, pensioners, teachers and other categories of visitors. On Sundays, admission is free for both Mexican and foreign citizens.
In addition to the Anthropology Museum, the public remains highly interested in the National Historical Museum and the Templo Mayor Museum, which proves — Public interest in studying post-colonial Mexico and its Aztec roots is stronger than ever.
Cultural tourism becomes a strategic direction
Experts note that record attendance figures indicate the growing role of cultural heritage as one of Mexico's key tourism resources. An increase in interest is recorded both from foreign visitors and among Mexicans themselves, which reflects the strengthening of domestic cultural demand.
INAH expects the trend to continue into 2026, especially as museum programs expand and infrastructure at major archaeological sites improves.