Mexico — Confronted with low levels of guests and passengers, the Grupo Aeroportuario y Ferroviario, de Servicios Auxiliares y Conexos, Olmeca-Maya-Mexica (GAFSACOMM), operated by the Secretaría de la Defensa Nacional (Sedena), has allocated 74 million pesos to an advertising campaign to promote services for the Tren Maya, its hotels, and the Aeropuerto Internacional Felipe Ángeles (AIFA), under the Mundo Maya brand.
A total of 53 million pesos was invested in advertising on radio, television, and social media, with an additional 21 million pesos designated for designing the promotional campaign for the services of the Tren Maya, its hotels, and the AIFA during the last two months of 2025.
A Campaign for Production and Promotion
GAFSACOMM allocated 21 million pesos across two contracts for the production of audiovisual material to promote the services of the hotels along the railway route and the airports it operates.
The first contract was awarded to Agencia CDA Comunicación Integral, S.C., through a public tender, for 5,999,999 pesos. This contract covers the production of 94 materials for the "Cultura que nos une" and "Aeropuertos, vuela y conecta" campaigns during November and December 2025. These materials include spots for radio and television, videos for TikTok, Facebook, and Instagram, infographics, social media graphics, press inserts, web banners, and ad kits for Google.
"The Grupo Aeroportuario, Ferroviario, de Servicios Auxiliares y Conexos Olmeca-Maya-Mexica, S.A. de C.V., Grupo Mundo Maya, requires carrying out a comprehensive service for the design and production of high-impact creative messages and content, with the purpose of informing society about the governmental work of the various business units that make up Grupo Mundo Maya," states the first contract.
The second tender was awarded to Amax Contenido, S.A. de C.V., for 15 million pesos for the design, production, pre-production, and post-production of 2,932 materials. The objective is to "strengthen the promotion and positioning of the different business units that make up Grupo Mundo Maya through innovative and attractive audiovisual materials, to capture the attention of the target audience and increase the interest of the national and international market in the group's tourist, cultural, and economic offerings."
Comprehensive Rebranding Effort
The required services include the development of a Grupo Mundo Maya identity manual, which will include the five types of business units (hotels, parks, museums, airports, and hydrocarbons), a slogan, a brand sound, and a logo animation. They also requested material focused on the winter vacation season and discounts for Black Friday and El Buen Fin, such as radio and television spots, social media scripts, and multimedia material.
Other requested materials include the production of advertising and architectural photographs (interior and exterior) of the Nuevo Uxmal, Edzná, Tulum, Calakmul, Chichén Itzá, Palenque, and Tulum Aeropuerto hotels, as well as the production of advertising and architectural photographs (interior and exterior) of Parque del Jaguar, La Plancha, La Ceiba, and Nuevo Uxmal. The post-production commission includes a 360-degree survey of the facilities of the Mundo Maya hotels, parks, and museums, at ground level and in aerial shots, ensuring complete and high-quality coverage.
Background of Low Occupancy
The hotels of Grupo Mundo Maya experienced low occupancy at their inauguration last December, which led them to contract a diagnostic and training service so staff could provide better service, as reported by this newspaper.
On the Grupo Mundo Maya social media accounts, posts can be found promoting discounts of up to 25% on hotels for El Buen Fin and other promotions. The discount applies for reservations from the weekend of November 13 to 17, but also for travel until March 2026. The social media accounts created last May have 13 thousand followers on Facebook and over 600 on Instagram.
The Rebranding
In the brand relaunch on May 30, the director of GAFSACOMM, General Tonatiuh Velasco, stated that this responds to a comprehensive vision of institutional and commercial strengthening, tourism projection, and better positioning in the realm of services offered.
"With this brand renewal, we reaffirm our mission to connect and promote the natural, historical, and cultural wealth of the Mexican southeast. Grupo Mundo Maya synthesizes our purpose and our essence, projecting to the world a strong, clear, and representative brand," he stated.
Although the state-owned company was created in 2022 during the administration of former President López Obrador, it was in May of this year when it changed its commercial name to Grupo Mundo Maya to try to improve its market position. The conglomerate is in charge of the Tren Maya and its seven hotels and four parks along the route, the AIFA, and the Mexicana airline.
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