Tulum’s Comeback: Hoteliers Bet on Rebranding

Tulum, Mexico — Amid criticism and negative campaigns targeting Tulum, the president of the Riviera Maya Hotel Association, Toni Chaves, has affirmed that the destination is in a process of recovery, driven by an industry that evolves rapidly and requires constant adaptation.

"Yes, there was a campaign that affected Tulum's image, but in tourism, memory is short. The important thing is to work. This is a destination that grew very fast, and now it is our turn to organize and improve the infrastructure. With Governor Mara Lezama, efforts are being made to achieve this," he stated.

With a new phase of international promotion and repositioning, a renewed strategy coordinated between the Quintana Roo Tourism Promotion Council (CPTQ) and the hotel sector, the destination seeks to recover its reputation, strengthen its infrastructure, and leverage its strategic role as a gateway for World Cup tourism in 2026.

The hotel leader confirmed that, together with the CPTQ, work is underway on a new marketing and positioning strategy that will be presented before the end of the year.

"We are rethinking the way we promote destinations, with a more precise vision, supported by artificial intelligence and the differentiation of each micro-destination. Playa del Carmen is not the same as Bacalar or Tulum. Each one has its identity and it must be communicated correctly," he explained.

In turn, he highlighted the importance of the Federal Government reactivating resources for the institutional tourism promotion of Mexico, a constant request from the sector.

"We need federal resources for tourism promotion. It is fundamental. The Secretary has told us that there will be good news on this matter soon," he commented.

Besides promotion, he said, the hotel association has requested support to address key issues such as modernization in airports, customs, immigration, and the federal highway, which connects the main destinations in the south with the north of the state.

"We have a high-level destination, but we need infrastructure that is up to par. The federal highway must have an annual budget for maintenance, lighting, and signage. It cannot be neglected," he warned.