Mexican Caribbean Accelerates AI Adoption to Maintain Tourism Competitiveness

Cancún, Mexico — Tourism businesses that strategically integrate artificial intelligence will improve their competitiveness, optimize their human capital, and be better prepared to meet growing traveler demands, industry experts say.

“The Mexican Caribbean is at a similar level in terms of AI implementation as other Latin American destinations; however, when compared to the United States and Europe, the technological gap is significant,” said Jorge Carlos Castro Ortiz, Technology Director of Sapere. He warned that if this gap is not closed soon, tourists will begin to notice it clearly within the next 24 months.

Castro Ortiz spoke at the first workshop of the year organized by the Association of Vacation and Tourist Complexes (ACOTUR), titled “AI: The New Corporate Placebo.” The event, supported by Anáhuac University, drew more than 50 members and special guests.

The technology specialist emphasized that proper AI implementation does not replace jobs but allows staff to focus on higher-value tasks like information analysis and strategic decision-making, while technology handles repetitive and operational work.

He also stressed that adopting AI does not necessarily imply high costs. Specific projects—such as recruitment systems or automation of particular processes—can be implemented quickly and affordably, depending on their scope.

The workshop aimed to help businesses distinguish between technological trends and real solutions that generate value. It revealed that while individuals effectively use AI on platforms like ChatGPT to improve emails, presentations, or images, companies are not yet integrating it as systems that solve business problems and create tangible value.

In a sector where tourists expect answers in seconds, AI can become a key frontline tool: from virtual concierges that immediately answer basic questions about schedules, menus, or services, to systems that clean databases, personalize content for clients, or integrate information without direct human intervention.

Castro Ortiz encouraged the tourism industry to train more in using this technological tool and highlighted the importance of support companies helping businesses focus not only on technology but on processes that generate real financial value.

He reiterated the importance of companies developing their own AI-based systems, which become intellectual property, allow greater control, and can be continuously adapted to business needs.