Smart tourism on the rise. Apps and platforms are redrawing the traveler's map in Mexico and the U.S.

For decades, tourism has been a key driver of economic growth in both Mexico and the United States. However, in 2024, the integration of digital technologies radically transformed not only how people travel but also how the industry is managed by both public and private sectors. Mobile apps, booking platforms, and smart assistants have shaped a new model of tourism—one that is more personalized, efficient, and competitive. This digital shift is no longer a luxury; it has become a strategic policy to attract visitors, strengthen value chains, and democratize access to tourist experiences.

In Mexico, destinations such as Cancún, Oaxaca, and Guadalajara rolled out mobile apps in 2024—backed by state and municipal governments—that allow travelers to plan cultural routes, book certified accommodations, access local events, and even report incidents or request assistance in real time. In Jalisco, the "Descubre Guadalajara" app was downloaded over 650,000 times between January and December, representing a 70% increase from the previous year. Nationwide, the use of digital booking platforms for lodging and tourism experiences grew by 28.3% compared to 2023, according to the Mexican Association for Digital Tourism (AMTD).

In the United States, cities such as Austin, San Diego, and Miami implemented multilingual public information systems integrated into mobility apps like Uber and Google Maps. Moreover, 2024 marked a record year for public-private investment in smart tourism solutions, with over $1.2 billion directed toward software development, cybersecurity for traveler data, and augmented reality tools. Universities like MIT and the University of California collaborated with local governments to develop tourism flow prediction algorithms that help reduce overcrowding in historic areas and minimize the environmental footprint of mass tourism.

The U.S.-Mexico border was also a key testing ground for this digital transformation. In Tijuana and El Paso, binational platforms were introduced to help tourists cross more easily, book cross-border tours, and check immigration requirements in real time. This model has been particularly successful in sister cities with shared cultural heritage and trade networks, demonstrating that technology can be a more powerful bridge than physical infrastructure.

From an economic standpoint, technology has boosted revenue not only in traditional tourism services but also for small businesses. In 2024, 62% of artisans and small tour operators in Mexico who adopted digital tools increased their income by at least 25%. In the U.S., more than 70% of tourism businesses that implemented automated marketing strategies or online booking reported significant improvements in customer retention, according to the U.S. Travel Association.

However, this progress comes with pressing challenges. The first is the digital divide. While cities like Monterrey and Los Angeles move toward smart tourism models, rural areas and indigenous communities often lack basic connectivity and infrastructure. Digital inclusion must become a cross-cutting priority for governments if smart tourism is to be equitable.

The second challenge concerns data privacy. As platforms collect growing amounts of information on traveler preferences, routes, spending, and behaviors, there is an urgent need to strengthen binational legal frameworks around cybersecurity and digital rights. A recent data breach in a tourism app in Chiapas raised alarms about the fragility of some systems—especially those not audited by specialized entities.

Finally, there is the issue of technological interoperability. Despite the dynamism in app and platform development, many still operate in silos, disconnected from one another and from government or regional databases. Creating shared technical standards between Mexico and the U.S. could speed up the adoption of integrated tourism information systems, improve service quality, and enable better municipal planning.

Looking ahead to 2025, local governments, tech companies, and universities have the opportunity to build a true digital infrastructure for binational tourism. This transformation not only meets the demands of today’s travelers but also serves as a strategic policy for territorial development, the revitalization of underserved regions, and the promotion of a shared cultural identity through new forms of digital interaction. Smart tourism is no longer a trend: it is an imperative that defines the future competitiveness of cities on both sides of the border.

EWritten by: Editorial

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