Grupo Posadas Intensifies Focus on Mexican Tourism as U.S. Visitor Numbers Decline in Tulum

Tulum, Mexico — The hallways of the Náay Tulum Curamoria Collection, a boutique hotel operated by Grupo Posadas, are quieter than before. The decline in visitors from the United States has become visible in this "Pueblo Mágico," a destination highly exposed to fluctuations in international tourism. For Posadas, a company operating brands such as One, Fiesta Inn, Fiesta Americana, and Live Aqua, this is not an alarm signal but a reminder of the need for balance between national and foreign travelers.

The company, which manages more than 200 hotels with over 30,000 rooms in Mexico and the Caribbean, has decided to reinforce its strategy to attract local tourists. The group detected that, since the pandemic, Mexicans are traveling with a different focus: they seek experiences that highlight the country's cultural and natural richness. Consequently, Posadas is centering its new campaign on domestic tourism, offering discounts, interest-free monthly payment plans, and packages that combine lodging and transportation.

"What we are always looking for is how to bring in more customers, with promotions and special offers. We believe this will help us with the downturn in other markets and also to gain a greater share of what we have in the national market, focusing on this type of experiences and benefits," said Enrique Calderón, Vice President of Operations for Grupo Posadas.

Local Experiences and Promotions Reinforce the Bet on Domestic Tourism

In destinations like Tulum, discounts reach up to 50%, in addition to interest-free payment facilities. This initiative, however, extends to all of the group's formats and locations, from business brands like One and Fiesta Inn to luxury brands like Live Aqua.

The promotion running from October 6 to October 20 seeks to boost national travel before the start of the seasonal offers of "El Buen Fin." The packages apply for travel before the end of the month and include benefits such as transportation to and from the airport.

Calderón explained that the trend of traveling more times per year, albeit for shorter periods, has motivated the strategy. "We are making constant promotions for Mexicans because we see that they are traveling more times per year," he commented.

The group has also identified that local travelers now prioritize comprehensive experiences over a simple hotel stay. "Now, every traveler is thinking about what their best experience should be," Calderón noted. "People want to go to Monterrey, Guadalajara, and Mexico City, but with a component of culture; they want to live in the city."

Under this logic, Posadas has promoted its Fiesta Americana Travel platform, a portal that brings together promotions, memberships, vacation packages, and personalized experiences in its hotels. The tool, launched in 2023, seeks to capitalize on domestic tourism and strengthen the direct relationship with consumers.

The company considers that this type of initiative will be key to compensating for the slowdown in tourism from the United States, a phenomenon that has intensified since the beginning of 2025.

A Dangerous Dependence on U.S. Tourism

In March, during the Tianguis Turístico, José Jaime Lorenzo Doria, Commercial Director of Grupo Posadas, warned about the lower arrival of U.S. visitors, who historically represent a significant proportion of the guest flow in the group's resorts. According to the executive, this cooling off responds to geopolitical tensions and lower economic dynamism in the United States, associated with the policies of President Donald Trump.

The impact has not been homogeneous, but it is perceptible in areas with high dependence on foreign tourism. Even with this scenario, Posadas maintains a positive trend in income. In the first half of the year, the company registered growth of 8.6%, going from 5,302.2 million to 5,763.3 million pesos, according to its latest financial report.

This performance aligns with its annual growth target of 9%, driven by the recovery of corporate travel and an increase in average rates, which reached 2,170 pesos per night. During the second quarter, the group reported an average occupancy of 65%, with solid demand in all segments, both leisure and business.

Expansion remains underway. Grupo Posadas plans to open 32 new hotels—one of them in the Dominican Republic—which will add about 5,000 rooms to its portfolio. The majority of the projects will be concentrated in intermediate cities and tourist destinations with potential for local growth.

"For us, the Mexican market is preferential, but what happens to us is that we make reservations at the last minute, while other markets, like the European or North American, reserve up to 90 days in advance," Calderón pointed out.