Cancun Tourism Slumps 7% as Industry Leaders Urge Marketing Overhaul

Cancún, Quintana Roo — Tourism activity across the Mexican Caribbean has dropped about 7% so far in 2026, a shortfall of roughly 800,000 passengers, according to Ileana Zuzuarregui Rojas, president of the Quintana Roo chapter of AFEET, the Mexican association of women executives in tourism companies.

No member companies have closed so far, she said, but businesses are feeling the effects of fewer visitors arriving in Cancún.

“From January to September, we have seen a decline in tourism activity of at least 7 percent, which amounts to some 800,000 passengers not received during 2026, considering traffic at the Cancún and Tulum airports,” she said.

Zuzuarregui said the Canadian and Colombian markets are expected to post positive growth by the end of the year. Black Friday and Cyber Monday promotions will be key in helping would-be travelers decide where to go for the coming winter vacation season.

“It is important that companies develop marketing strategies tailored to each market in order to benefit during these events,” she said.

She noted that marketing today takes a more human approach, factoring in consumption habits, purchasing behavior, average spending and the timing of vacations. The impact on the market has been very noticeable this year, she added, but there is hope for a rebound by the close of 2026.

On the domestic side, travelers from Mexico City and Monterrey are showing a strong willingness to visit the Mexican Caribbean for the winter season. The association counts more than 80 member companies across sectors including hotels, tour operators and travel agencies.

Zuzuarregui stressed that given the economic situation, each company will decide on its own whether to take out loans to cover upcoming obligations such as December’s aguinaldo, Mexico’s mandatory year-end bonus.

The group announced the second edition of Summit AFEET Trends 2026, scheduled for Nov. 3 at the Teatro de la Ciudad in Cancún. This year’s event carries the theme “Recover, Reinvent and Lead the New Tourism Cycle.”

She said the forum will bring together leading industry figures and professionals to analyze the global connectivity and innovation trends that are redefining destinations in the Mexican Caribbean.