A wave of new country music festivals has sprung up across Mexico in recent years, reflecting the genre's growing international reach beyond a saturated US market. These events split into two types: upmarket beach destinations aimed at American tourists, such as Luke Bryan's Crash My Playa in Cancun and the newly launched Country Splash Cabo, and inland, multi-day festivals aimed primarily at Mexican fans, which increasingly book US country acts alongside local and Latin artists.

Country Splash Cabo, debuting over the Labor Day weekend of 4-6 September and headlined by Riley Green, Tucker Wetmore, Jon Pardi and Diplo, caps attendance at 3,000 people a day, with plans to grow to 5,000. Meanwhile, at least four Mexico-focused festivals have launched in the past three years, including Carin León's La Cura Fest, which drew 35,000 people nightly in Hermosillo; the Chihuahua Country Fest, attracting more than 8,000; the Ahuestern Country Fest near Monterrey, drawing up to 22,000; and Duckfest in Santiago, now in its third year. Industry figures, including managers from Range Media Partners and WME Nashville, say the trend echoes country music's earlier growth in Europe and points to strong untapped demand in Mexico's interior.