Hoteliers Launch Tulum Renace Program to Revive Tourism After Visitor Decline

Tulum, Quintana Roo — The Riviera Maya Hotel Association has welcomed the launch of the Tulum Renace program, a 10-point initiative aimed at reversing a sharp decline in tourism to the archaeological zone. The program includes eliminating entry fees for Mexican visitors to the Jaguar National Park and launching a permanent promotional campaign.

Toni Chaves, president of the hotel association, said the measures are a critical step toward restoring Tulum’s competitiveness after months of challenges linked to park operations, beach access, and service costs.

“We recognize the authorities’ willingness to listen to the tourism sector’s proposals. The announced measures represent an important step to recover Tulum’s competitiveness and improve the visitor experience,” Chaves said. “When government and private initiative work together, the main beneficiaries are tourism, the regional economy, and the thousands of families who depend on this activity.”

Since July 24, Mexican nationals have been granted free entry to the Jaguar National Park; foreign visitors must pay 265 pesos, which includes access to both the archaeological zone and the protected natural area.

The program also includes infrastructure improvements and a sustained marketing campaign targeting domestic and international tourists. Chaves noted that these actions address concerns voiced by hoteliers, especially after Tulum experienced one of its worst tourism crises a year ago, with unprecedented drops due to governmental and social issues.

Data from the National Institute of Anthropology and History (INAH) shows the archaeological zone attracted more than 1 million visitors annually between 2011 and 2019, peaking at 2.1 million in 2018. Pre-pandemic averages were 1.6 to 1.8 million. However, after the Jaguar Park opened, visits fell to about 1.24 million in 2024 and 1,031,443 in 2025.