Flavors of the Mexican Caribbean to Shine at Fitur 2025 in Madrid

The culinary traditions of Quintana Roo will take center stage at the International Tourism Fair (Fitur) in Madrid, Spain, from January 22 to 26, 2025. This global platform will showcase the Festival Sabores de México: Capítulo Madrid (Flavors of Mexico Festival: Madrid Edition), a key event highlighting the cuisine, culture, and tourism of Quintana Roo’s 11 municipalities, with a special emphasis on Playa del Carmen and the newly introduced Let’s Playa brand.

Highlighting Quintana Roo’s Culinary Roots

Organized by Entrepreneurs and Chefs for Quintana Roo, the Festival Sabores de México aims to elevate Quintana Roo’s profile on the international stage, positioning it against competitors like Aruba, Jamaica, and the Dominican Republic. Led by Chef Marcy Bezaleel Pacheco, president of Cocineros de Quintana Roo, and Sérgio León Cervantes, president of Entrepreneurs for Quintana Roo, the event will showcase the region’s culinary heritage through its diverse flavors and traditional dishes.

Central to this effort is the Flavors and Roots Recipe Book, which presents a culinary journey through the Mexican Caribbean. Recipes featured in the book will be brought to life during exclusive networking events, connecting international industry professionals with the culture of Quintana Roo.

Playa del Carmen and Let’s Playa

This year’s event will introduce the Let’s Playa brand, an initiative designed to spotlight Playa del Carmen’s top restaurants and position the destination as a hub for gastronomy tourism. The Let’s Playa brand will also feature prominently at the Flavors of Mexico Festival in Playa del Carmen later in the year, ensuring a continuous promotion of the region’s culinary and tourism offerings.

Sérgio León Cervantes explained that the goal is to diversify Quintana Roo’s tourism appeal by emphasizing its unique cuisine, integrating underutilized local ingredients, and promoting sustainable gastronomy practices. The Let’s Playa initiative is set to boost Playa del Carmen’s global visibility as a high-profile destination with significant per capita spending potential.

A Packed Agenda at Fitur 2025

The Festival Sabores de México at Fitur will include a series of networking and culinary events aimed at strengthening ties between Quintana Roo’s entrepreneurs and their international counterparts:

• January 21: An exclusive, invitation-only event at the Mexican Embassy in Spain, where attendees will enjoy canapés inspired by the Flavors and Roots Recipe Book. Traditional recipes from Quintana Roo will be shared, offering an authentic taste of the region’s heritage.
  
• January 23: A networking event at the Leganés Sports Club, part of the Blue Crow Sports Group, which also owns Cancún FC. This event will facilitate business connections between Mexican and Spanish entrepreneurs in a relaxed, interactive setting.
  
• January 25: A wine-tasting and food experience led by Chef Marcy Bezaleel Pacheco at a vineyard managed by Grupo Multimedios. This exclusive event will integrate local Quintana Roo ingredients into the culinary offerings, emphasizing the connection between sustainable gastronomy and tourism.

Culinary Tourism as an Economic Driver

Quintana Roo’s participation in Fitur is part of a broader strategy to promote the state’s tourism and gastronomy, which together represent a significant portion of Mexico’s national GDP. Tourism accounts for nearly 50% of Mexico’s domestic travel economy, with Quintana Roo leading as a top destination for its beaches, culture, and cuisine.

Events like the Festival Sabores de México are instrumental in showcasing the state’s distinct culinary identity. By highlighting traditional dishes alongside innovative approaches that utilize local, underexplored ingredients, Quintana Roo positions itself as a unique and sustainable destination for global travelers.

The integration of the Let’s Playa brand into events like Fitur reflects a strategic move to elevate Playa del Carmen and other Quintana Roo destinations in the global tourism market. Organizers aim to use the momentum from Fitur 2025 to expand the reach of Quintana Roo’s gastronomy and tourism offerings, with plans to make Fitur 2026 even more impactful.

By blending gastronomy with tourism, Quintana Roo not only promotes its local culture but also strengthens international relationships. These efforts emphasize the state’s ability to innovate while preserving its traditions, ensuring sustainable growth for years to come.