FETUR Unveils Million-Dollar Strategy to Revolutionize Mexican Tourism with AI

Cuernavaca, Morelos — Mexico’s tourism sector is poised for an unprecedented technological leap, with Quintana Roo at the heart of this transformation, according to the National Federation of Tourism Entrepreneurs (FETUR).

During the swearing-in of FETUR’s new delegation in Morelos, national president Margarita Carbajal Carmona outlined an ambitious agenda being developed with Quintana Roo Senator Eugenio “Gino” Segura. The initiative aims to bring “Tourism Intelligence” to every municipality in the country, encouraging local governments to establish data analysis units to inform decisions based on real information rather than guesswork.

“Data is pure gold in tourism. If we don’t start this legislative initiative, the value of information dissipates,” Carbajal warned. The proposal, crafted with Senator Segura, seeks to enhance Mexico’s competitiveness and position it as a global tourism powerhouse through artificial intelligence and predictive analytics.

One key component is the implementation of Tourism Relation Management (TRM), a tool that allows businesses to sell and manage clear destination projections. Carbajal emphasized that while technology drives the strategy, it is hybrid, using AI to enable human creativity in developing high-value products that align with international tourist demands.

“It’s not just technology for technology’s sake, but about creating digital ecosystems that include payment gateways and smart social networks so that not a single peso of promotional investment is wasted,” Carbajal explained to media.

Regarding the Mexican Caribbean, Carbajal confirmed coordination with FETUR Quintana Roo to introduce these “smart tourism” tools. The goal is for local businesses to adopt an “Innovation Hub” to increase average visitor spending. She noted that these platforms offer exponential reach, allowing small hoteliers in Tulum or service providers in Holbox to achieve visibility and management capabilities comparable to major international chains, democratizing access to modernization.

As part of the strategy’s launch, FETUR announced it will distribute 100 free licenses for its management platform, which typically cost between $1,500 and $3,000. These tools aim to shift tourism entrepreneurs from reactive to proactive approaches.