Tulum, Quintana Roo — La Eufemia, a landmark beachfront restaurant and hotel in Tulum, has shut down, underscoring the ongoing challenges facing the destination’s tourism sector despite a federal government rescue plan.
Owner Cesar Ortiz announced the closure in a social media video, saying Grupo Eufemia would suspend operations for the season. He thanked customers, staff, collaborators, and event organizers who supported the project over the years, leaving the door open for a possible return.
The closure marks a stark reversal from October 2025, when Ortiz posted a viral video defending Tulum amid criticism of high prices. In that video, he invited tourists and Quintana Roo residents to visit during the low season to take advantage of affordable rates, joking that those prices would not be available in high season.
La Eufemia had long been one of Tulum’s most recognizable restaurants, known for its relaxed, hippie vibe and promotions such as 2-for-1 tacos al pastor. It became a favorite for both domestic and international tourists.
Its closure highlights how the tourism slowdown continues to hit iconic businesses in Tulum, even as federal authorities push a plan to revive the local economy and boost tourism activity.
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