Tulum’s $3.2M Tourism Rebranding Plan

Tulum, Mexico — The Quintana Roo Tourism Promotion Council (CPTQ) has announced a 3.2 million dollar investment to strengthen Tulum's international promotion, with the goal of repositioning it as a high-value tourist destination. The funds will be contributed jointly by the CPTQ, through the hotel occupancy tax, and private initiative, as part of a strategy to consolidate a new image for Tulum following recent adjustments to its tourism model.

"It is necessary to adjust what had been done wrong and manage, hand in hand with Governor Mara Lezama, a new stage for the destination," declared Andrés Martínez Reynoso, director of the CPTQ, during the inauguration of the 37th edition of the Cancún Travel Mart.

A 90-Day Campaign to Recover Positioning

Martínez Reynoso detailed that the campaign will begin next Monday and will form part of a 90-day plan, aligned with the CPTQ's institutional winter campaign. "This extra budget is an important effort, especially regarding the reputation issue. Hoteliers report to us that occupancy for December is already over 80%," he stated.

Governor Mara Lezama emphasized that tourism in Quintana Roo is undergoing a new stage focused on the well-being of workers, beyond visitor numbers.

Hoteliers Optimistic About Recovery

The president of the Mexican Caribbean Hotel Council, David Ortiz Mena, stated that coordination between the three levels of government is allowing for the improvement of conditions in Tulum for both tourists and residents. After a low season, the leader anticipates that November and December will close with over 80% occupancy, and that 2025 could surpass 20 million visitors across the entire Mexican Caribbean.

"Tulum closed September with an occupancy between 32% and 35%, but we expect a sustained recovery towards the end of the year," he indicated.

Challenges: Access, Transportation, and Sustainability

Ortiz Mena underscored the need to improve local transportation with regulated fares and to enable public access to beaches, which have been restricted by the destination's disorderly growth. "Work is being done on sustainable and safe access points, with surveillance and signage. We must guarantee a better experience for the visitor," he said.

He also asked that Tulum not be pigeonholed as a party destination, highlighting its offerings in wellness, culture, gastronomy, and family tourism. "Music festivals can contribute, but they should not be held in fragile coastal zones," he pointed out.