Cozumel Rental Firms Eye Summer Tourism Boost

Cozumel, Mexico — Car and motorcycle rental businesses in Cozumel are anticipating a summer recovery as occupancy rates have dropped to between 25% and 30% so far this year, according to industry representatives. While awaiting an uptick in domestic and cruise tourism, rental operators have invested in fleet upgrades and safety improvements to meet legal requirements and enhance their offerings.

Occupancy Rates Decline Sharply

Luis Dzul Diaz, president of Cozumel’s Rental Association, reported that the sector has experienced a significant downturn compared to previous years. In 2024, occupancy rates ranged from 40% to 50%, but the current year has seen a steeper decline, with no clear explanation for the sharper drop.

The association represents 22 rental companies, which collectively manage approximately 2,500 cars and 2,000 motorcycles available for rent. Dzul Diaz noted that businesses are now pinning their hopes on the summer vacation season, particularly domestic tourists and cruise passengers, though cruise arrivals have also decreased in volume.

Fleet Upgrades and Safety Investments

To comply with mobility regulations, rental operators have replaced older vehicles—including tubular and buggy models deemed unsafe—with newer, more secure alternatives. Many have opted for open-top vehicles to cater to tourists who prefer driving along the island’s coastal and perimeter roads.

Additionally, rental companies have invested in civil liability insurance coverage, a requirement enforced by IMOVEQROO, the agency responsible for vehicle inspections. While these upgrades have increased operational costs, they have also added value to the services offered to customers.

Hopes for a Summer Recovery

With the summer season underway, rental businesses are optimistic that domestic travelers and the remaining cruise tourists will help revive demand. Despite the challenges, operators remain committed to maintaining safety standards while adapting to market preferences.

The sector’s efforts to modernize fleets and enhance service quality aim to position Cozumel as a competitive destination for vehicle rentals amid fluctuating tourism trends.