Reynosa holiday celebration draws a surge of cross-border visitors to historic downtown

Thousands of people from both sides of the border gathered in Reynosa, Mexico’s historic downtown on Friday as the city welcomed cross-border visitors and returning families for its annual Christmas tree lighting ceremony.

The event, held at the Miguel Hidalgo Main Square, drew about 7,000 people from both sides of the border, according to Sandra Elizabeth Garza Faz, Reynosa’s director of tourism and commerce.

Among those crossing for the festivities were Ailín and Eduardo Lara of Houston, who visited family in the region and spent the day shopping and enjoying the holiday market.

“We crossed in about 15 minutes — very quick,” Ailín said. “We came to buy medication and enjoy the day with family, and we did some shopping at the Christmas market set up in the main square.”

The family was also planning to visit Nuevo Progreso, Mexico, another popular destination for U.S. tourists.

“We love the food there,” Ailín said.

Families crowded into the plaza to snap photos, shop from artisan booths and small-business vendors, and enjoy a city-sponsored concert by Tatiana, a Mexican singer and television personality known as “the Queen of Children.”

Garza Faz said December travel routinely increases as Mexican nationals return from the United States and families on both sides of the border take advantage of the season. 

To support the holiday travel surge, the Paisano Program — run by Mexico’s National Migration Institute — has set up staffed assistance booths at international bridges. The federal initiative helps returning Mexican nationals with customs and travel guidance. It also offers visitors QR-enabled postcards that point them to hotels, restaurants, and key city attractions.

Municipal figures indicate Reynosa’s downtown district saw more than 60,000 visitors during the 2024–2025 holiday season and generated an economic impact of about 30 million pesos, or about $1.6 million.

Garza Faz said the downtown improvements — which include new limestone façades, pedestrian-friendly streets, and cultural venues — are part of the city’s broader strategy to restore its economic role.

Mauricio Treviño, Reynosa’s secretary of economic development, said the city will continue offering small business incentives through 2026 to revitalize the city and give it the feel of a “historic border town from the 1800s.”

Isaías Trejo, who relocated from Veracruz, Mexico, five years ago for a manufacturing job, enjoyed Friday’s festivities but lamented the rising cost of goods.

“The minimum wage increase helps, but everything goes up in January,” he said, referencing the country’s recent minimum wage increase, which goes into effect Jan. 1. “We’ll enjoy the tree lighting and spend the day here with family visiting from Veracruz.”

Garza Faz said holiday programming will continue throughout the month to strengthen community pride and attract more visitors from the Rio Grande Valley.

“We want people to say, ‘Our city looks beautiful,’” she said.