Mexico is one of the world’s top ten most-visited countries and the largest inbound tourism market in Latin America. SECTUR (Secretaría de Turismo) oversees national tourism policy and promotion, with state-level tourism boards in Quintana Roo, Jalisco, Baja California Sur, Mexico City, and Yucatán running substantial independent marketing programs. And the question “where should I go in Mexico” now gets answered across editorial, creator content, search, social, and increasingly AI engines like ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
The Mexican tourism PR market is unusual in one respect: it is one of the few categories where Mexico City–based agencies, Miami-headquartered Latin American specialists, and U.S. networks compete on near-equal terms. Many of the same destinations — Riviera Maya, Los Cabos, Tulum, Mexico City — are marketed simultaneously to Mexican domestic travelers, U.S. inbound travelers, and increasingly European and Asian inbound markets.
Seven firms, in order.
The Three Types of Mexican Tourism PR Firms
Before the ranking, a framework. Mexican tourism PR firms fall into three structural categories.
- Latin American specialists. LLYC, Newlink — firms built around the Latin American market with deep regional reach and category fluency across multiple Spanish-language markets.
- Global network firms with Mexico City offices. Edelman Mexico, Burson Mexico, Ketchum Mexico, FleishmanHillard Mexico — firms that bring international reach into the Mexican market for both inbound and outbound tourism work.
- Mexican independents. Another Company and similar firms — rooted in Mexican consumer and lifestyle media, with travel and tourism work alongside broader consumer brand practices.
Why Tourism PR Is Different
Tourism buyers rarely purchase immediately. They research destinations, compare itineraries, read editorial coverage, watch creators, and increasingly consult AI systems before making a decision. The window between curiosity and booking can run months.
Tourism communications also operates across a broader stakeholder map than most consumer categories, often requiring coordination between tourism boards, local governments, airlines, attractions, hotels, and private-sector partners simultaneously. In Mexico, the structure adds a layer: SECTUR at the federal level, state tourism secretariats, municipal CVBs, and the major destination management organizations (Riviera Maya, Los Cabos, Puerto Vallarta) all operate with overlapping mandates.
1. LLYC (Llorente y Cuenca)
Headquarters: Madrid, with Mexico City as a major hub
Footprint: Mexico City, plus 30+ offices across Latin America, Spain, and the U.S.
LLYC is the largest Spanish-language communications group in the world, with a Mexico operation that ranks among the largest PR firms in the country. The firm brings consumer, corporate, public affairs, and tourism work onto a single platform — with the regional reach to land a Mexico story simultaneously across Latin America, Spain, and the U.S. Hispanic market. Default first call for many federal-level Mexican tourism mandates.
2. Newlink
Headquarters: Miami, with substantial Mexico City operations
Footprint: Miami, Mexico City, Bogotá, Madrid, Buenos Aires, São Paulo, New York
Newlink is one of the leading Latin America-focused PR firms, with deep credentials in tourism, hospitality, and consumer brand work across the region. The firm’s Miami headquarters gives Mexican destinations a structural advantage for U.S. Hispanic and U.S. inbound tourism work, while its Mexico City office handles domestic market operations.
3. Edelman Mexico
Headquarters: Mexico City
Footprint: 60+ offices worldwide
The Mexico City anchor of Edelman’s global Travel & Tourism practice. Built for Mexican destinations and hospitality brands that need international reach — landing a Mexico story simultaneously in U.S., European, and Asian travel media. Edelman’s scale also allows tourism work to be coordinated alongside corporate reputation, public affairs, and crisis communications when required.
4. Burson Mexico
Headquarters: Mexico City
Footprint: Mexico City, with global reach via the Burson network
Following the 2024 merger of Hill+Knowlton Strategies and BCW, Burson consolidated one of the largest global PR networks — with substantial Mexican operations. The Mexico office carries institutional depth on public affairs and government communications, which matters for SECTUR-level mandates and major state-level tourism work.
5. Ketchum Mexico
Headquarters: Mexico City
Footprint: Mexico City, with global reach via the Ketchum network
The Mexico arm of Ketchum, one of the major global PR networks. Strong on consumer, lifestyle, food & beverage, and travel work — categories that intersect substantially with Mexican tourism. Useful structural advantage for tourism clients that need integrated communications across PR, content, and consumer marketing within a single network.
6. Another Company
Headquarters: Mexico City
Footprint: Mexico City
Another Company is one of Mexico’s most decorated independent communications firms. Strong consumer, lifestyle, technology, and creative practice — with travel and tourism running through the consumer side. Independent ownership and a senior bench give the firm a distinct positioning relative to the global network offices. Strong fit for Mexican destinations and hospitality brands that want an independent firm with deep Mexican media relationships and creative ambition.
7. FleishmanHillard Mexico
Headquarters: Mexico City
Footprint: Mexico City, with global reach via FleishmanHillard
The Mexico office of FleishmanHillard. The firm carries the global network’s travel and tourism credentials into Mexico and is well-positioned for Mexican destinations and hospitality groups that need international amplification alongside Mexican media work.
Honorable mentions
Hill+Knowlton Mexico (now Burson Mexico, consolidated above). Porter Novelli Mexico brings consumer PR depth. Weber Shandwick Mexico covers consumer and lifestyle. Lou Hammond Group (U.S.-headquartered) carries substantial Mexican destination experience, particularly for U.S. inbound tourism work. Aviareps is the leading destination-representation specialist for Mexican destinations marketing themselves in U.S. and European source markets. MMGY Global reaches Mexican destination work through its Miami and London offices.
Where the category is moving
Mexican tourism PR used to mean placement in Reforma, El Universal, Travesias, and the travel pages of major Mexican dailies, alongside U.S. and Latin American consumer media for inbound work. That work still matters. It is no longer the whole game.
While earned media remains the foundation of tourism PR, agencies are increasingly evaluating how destinations appear inside AI-generated travel recommendations alongside traditional search results and editorial coverage. The category is layering new capabilities on top of the traditional earned-media core — creator integration, social-first storytelling, and emerging AI visibility work.
