22 Campaigns to Elevate Yucatán’s Global Tourism Appeal

Yucatán, Mexico — The Yucatán State Government has announced the launch of 22 joint tourism promotion campaigns this year, following negotiations at the International Tourism Fair (FITUR) in Madrid and the 2025 Tianguis Turístico in Tijuana. These initiatives aim to strengthen Yucatán’s economic and tourism sectors through strategic partnerships with leading operators in the Americas, Europe, and Asia.

Strategic Alliances with Global Operators

Authorities confirmed that 10 of these campaigns are already active, collaborating with major platforms and wholesalers such as Expedia (United States), TUI (Germany and the Netherlands), Lastminute (United Kingdom), as well as Petra, MegaTravel, Juliá Tours, Travelshop, Viajes El Corte Inglés, and PriceTravel—all of which have a strong presence in Mexico and Latin America.

An additional 12 campaigns will soon be activated with new international partners, marking the most ambitious tourism promotion strategy in Yucatán’s recent history.

Expanding Yucatán’s Global Reach

These alliances will position Yucatán in over 180 source markets, targeting diverse audiences seeking destinations with rich cultural, natural, and gastronomic offerings. Promotions will run across digital channels, metasearch engines, booking platforms, and physical travel agencies.

Dario Flota Ocampo, head of the Secretariat of Tourism Development (Sefotur), explained that the campaigns operate under a 1-to-1 cooperative investment model, where each company matches the state government’s funding to maximize resources and outreach.

Economic and Tourism Growth Goals

The administration of Governor Joaquín Díaz Mena emphasized that the initiative aims to attract more visitors, extend their stays, encourage repeat visits, and boost local economic benefits—prioritizing competitive and sustainable tourism.

These efforts align with the governor’s Maya Renaissance project, which seeks to establish Yucatán as a world-class destination while driving economic development and job creation.

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