Yucatán Hires Influencers to Attract More Tourists

Valladolid, Yucatán — As part of the Conociendo Yucatán (Discovering Yucatán) promotional campaign, state officials are considering hiring influencers and YouTubers to showcase the region’s attractions. The strategy was presented during a meeting in Mérida between Darío Flota Ocampo, head of the Secretariat of Tourism Development (Sefotur), and representatives from six Yucatán municipalities designated as Pueblos Mágicos (Magical Towns). The plan will focus on promoting the state’s seven established tourist routes.

Targeting Domestic and Regional Visitors

Homero Novelo Burgos, mayor of Valladolid, reported that 46% of the city’s tourists are domestic, with 38% of that group originating from Quintana Roo. To strengthen visitation, officials aim to intensify marketing efforts targeting travelers from the peninsula and other Mexican states. A key objective is encouraging tourists from Mérida to explore Valladolid’s offerings and stay overnight in its approximately 1,700 hotel rooms, which officials say are equipped to handle increased demand.

Phased Promotion Strategy

The campaign’s first phase will position Mérida as the starting point for excursions to eastern ports, Izamal, southern Yucatán, and Valladolid. A second phase will shift focus to Valladolid as a hub for nearby attractions, including archaeological sites, cenotes, historic landmarks, Catholic churches, museums, and Indigenous communities—showcasing the region’s cultural heritage.

Valladolid to Showcase at National Event

From November 13–16, Valladolid will participate in the Tianguis Nacional de Pueblos Mágicos (National Magical Towns Fair) in Hidalgo. The city has also been invited to lead promotional efforts in central Mexico, where officials hope to attract families familiar with Yucatán’s offerings. However, authorities emphasized the need for expanded outreach to highlight the region’s diverse attractions.