Cancún Pushes Medical Tourism as Sector Grows and Expo Returns in December

Cancún, Quintana Roo — Quintana Roo is working to establish medical and wellness tourism as one of its most promising segments for diversifying its tourism industry and sustaining visitor numbers year-round, in a market that is growing by as much as three percentage points annually.

Eduardo Reza, director of tourism planning at the tourism department of the Benito Juárez municipal government, said the visitor profile has shifted, with greater demand for health and wellness services and a wide range of medical treatments that can attract patients from Mexico and abroad.

He said the segment offers a particularly valuable opportunity during slower seasons, because patients can schedule procedures at different times of the year and stay in the destination for several days.

Higher Spending, Longer Stays

Unlike a conventional visitor, a medical tourist typically travels with family members, who can take part in tourist activities and visit other parts of Quintana Roo during the trip. That generates additional revenue for hotels, restaurants, transportation, shops and attractions.

Reza noted that spending can also be considerably higher. While a traditional visitor spends an estimated $750 per week, medical tourists can spend about $1,500 weekly, since their stays tend to be longer and the costs of both patient and companions are included.

Cancún to Host Health & Wellness Expo

As part of efforts to strengthen the market, the Expo Turismo Health & Wellness Cancún 2026 will be held in December, bringing together professionals, companies and representatives from specialties tied to medical and wellness tourism.

The event has grown steadily across its editions, expanding from 36 stands at its launch to 50 and then 75. Organizers aim for 80 participants this year, after drawing more than 450 attendees at the previous edition.

Alongside participants from Quintana Roo, organizers are holding talks with representatives from destinations including Tijuana and Acapulco. Earlier editions have featured international participation from Spain, Canada and Dubai.

Target Markets

The main markets for the segment are currently Mexico, the United States and Canada, though the strategy calls for expanding promotion to South America and Europe. The goal is to position Cancún as a destination that offers medical care, wellness and recovery options in addition to its sun-and-beach attractions.

Medical tourism is shaping up as a way to broaden Cancún’s tourism activity and spread visitors and economic spending more evenly across the year.