Cancún Looks to Promote Its Cultural Heritage to Tourists

Cancún, Quintana Roo — Nearly 70 million tourists take part in cultural activities across Mexico each year, visiting archaeological sites, museums, designated “magic towns” and indigenous communities, a segment that is growing 34% annually according to figures from the Tourism Ministry (Sectur).

That is why organizers in Cancún argue the destination’s cultural inheritance needs to be promoted more aggressively to visitors. The city is home to a large migrant population drawn from states across Mexico, each bringing its own traditions.

Pablo Martínez, director of the Center for Support of Migrant Indigenous People and organizer of the annual cultural heritage fair held in the resort city, said the next edition will invite travel agencies and tourism students to take part.

The event is held in conjunction with the International Day of Intangible Cultural Heritage, which recognizes living traditions, knowledge and cultural expressions passed down from generation to generation.

Selling more than sun and sand

Martínez said the aim of linking the tourism industry to the fair is to show agents the range of experiences they can build into their travel packages, noting that a growing number of domestic and foreign visitors want to spend time in Maya communities, learn about their way of life and discover more about Mexican traditions.

He said the event is designed to showcase the historical, cultural and artistic wealth of Cancún and to move the destination beyond its image as a sun-and-beach resort.

“Tourists can be surprised by the huge variety of attractions and cultural richness Cancún has, from Maya ceremonies, literature, folkloric dance, gastronomy and art in general, all of which can enrich their visit,” he said.

Each year organizers put together a program covering different corners of the city’s heritage, including lectures, panel conversations, artistic performances and traditional dance, alongside book and documentary presentations, music and tastings of typical dishes.

“We have presented authors and writers, as well as artists from a range of genres, from pre-Hispanic music to rock,” Martínez said.

He acknowledged that the historical significance, traditions, culture, cuisine and natural beauty of the Mexican Caribbean are among the main reasons millions of tourists choose the region.