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Tourism in Mexico keeps growing year after year, making it the most visited country in Latin America. The government has set out an ambitious strategy, known as Plan Mexico, which aims to place the country among the world’s top five tourist destinations by 2030. In 2024, it was the 7th most visited country in the world. While the goal may seem ambitious, since the plan was announced, tourism has grown significantly, boosting the economy and attracting investment from industries tied to travel.
One sector drawing particular attention is car rentals. Demand is rising sharply, driven by the steady growth in tourism. In July 2025 alone, international arrivals were up 12.3% compared to last year. This kind of growth has caught the eye of major players in the rental space. The latest to enter the market is CarJet, a leading rental comparison platform, which recently announced its entry into Mexico.
What is CarJet?
CarJet is a car rental comparison platform that brings together providers at your chosen destination and displays the lowest available prices in one place. Instead of checking multiple websites, users simply enter their destination, travel dates, and pickup/drop-off times, and CarJet instantly shows the best offers available.
The company built its reputation in Europe, where it remains most active, and in recent years has expanded into Africa, the Middle East, Oceania, and North America. Its latest move is into Central America, with Mexico now at the center of its strategy. As CarJet’s CEO put it during the announcement: “Mexico is more than just our next destination, it’s a key strategic focus for CarJet’s growth.”
How does CarJet’s arrival benefit tourists in Mexico?
CarJet’s main advantage for travelers lies in making the car rental process simple: faster, easier, and more affordable. The platform sets itself apart from competitors with a clear philosophy: democratizing car rentals. By giving travelers access to a wide network of suppliers, vehicle types, and price points, CarJet makes road trips in Mexico more accessible to everyone.
Tourism by car in Mexico
Tourism is evolving worldwide, and Mexico is no exception. Travelers increasingly seek personalized experiences, preferring flexibility over fixed schedules. Many tourists also look for authenticity, which often means venturing beyond crowded cities to explore the country’s surroundings. This shift has fueled the growing popularity of road trips.
In Mexico, the appeal is even clearer. The country’s size and diversity make it impossible to see everything in a single trip: Mexico City and Teotihuacan to Oaxaca, Chichen Itza, Isla Mujeres, or Tulum. Renting a car gives travelers the freedom to visit, not all of them, but multiple destinations in one journey.
Nearly 40% of car rentals in Mexico are made by international visitors, with most coming from the United States and Canada. These travelers also tend to stay longer, making car rentals an even more attractive option. For extended trips, having your own vehicle means accessing more experiences and destinations.
Rise in domestic and international tourism
Since the COVID-19 pandemic, both domestic and international tourism in Mexico have seen significant growth. Domestically, the most popular destinations are Mexico City, Monterrey, and Tijuana, while car rentals are most often booked in Cancun, Mexico City, and Merida.
On the international side, visitors from the United States and Canadacontinue to dominate. However, arrivals from Europe are steadily increasing, led by France, the United Kingdom, Spain, and Germany. South American countries such as Colombia and Argentina follow closely. Among these groups, Cancun and Mexico City remain the top destinations.
Digital platforms and consumer behavior shifts
Today, digital platforms are the primary channel for booking rental cars. Travelers no longer rely heavily on rental desks, instead preferring the convenience of online reservations. With more options available, consumers have become increasingly demanding, seeking the best combination of price and quality, a trend that has fueled the rise of comparison platforms.
Mobile devices play a central role in this shift. Most car rental bookings in Mexico are now made via smartphones (three times more than on desktop) as travelers prefer to organize their trips directly from the palm of their hand.
Is this a bold move from CarJet or something bigger?
The reasons why Mexico is such a strong market are clear: it offers access to millions of domestic and international travelers. For CarJet, the opportunity is significant, but it’s also part of a bigger strategy.
Throughout 2025, the company has been expanding globally. Early in the year, CarJet announced launches in Mauritius and Reunion, followed by an entry into the U.S. market. Now, with its latest move into Mexico, the company is showing that it’s thinking bigger: this isn’t just about one country, it’s about building a global presence.
As CarJet’s CEO explained during the announcement: “We’re building a long-term presence in Central America, with Costa Rica and Puerto Rico already in our sights. Our goal is to solidify our position across the region by bringing the same values that have driven our success in Europe, Middle East, and beyond: transparency, affordability, and efficiency. These principles work everywhere, and they’re exactly what travelers deserve.”
