Mexican Caribbean Shines at IBTM Americas 2025

Mexico City — The delegation from Quintana Roo had a prominent presence with the Mexican Caribbean brand pavilion at the "IBTM Americas" 2025 trade fair, inaugurated yesterday at the Centro Banamex in Mexico City, demonstrating why the state is one of the leading references for the MICE (Meetings, Incentives, Conventions, and Exhibitions) industry on the continent.

Bernardo Cueto Riestra, head of Tourism for Quintana Roo and president of the Union of Tourism Secretaries of Mexico A.C. (ASETUR), emphasized that the meetings and conventions industry represents "practically 30% of the total reservations that many hotels have."

Speaking to Quinta Fuerza, the official stressed that Quintana Roo is a leader in infrastructure for this industry: "The hotel sector has invested heavily in spaces that allow this segment to find all the necessary conditions to carry out their events, from weddings to incentive programs. What we have managed to generate in recent years is the professionalization of the segment, and that helps to attract many events that represent a significant economic spillover for our state."

Regarding investment, Cueto Riestra highlighted that hotel openings continue strongly this year. "Major chains like St. Regis, Ritz-Carlton, and Grupo Posadas continue to bet on Quintana Roo, as well as flagships like Banyan Tree, which are arriving in the south of the state. The supply continues to grow; there is confidence and certainty in what the destination can offer investors," he stated.

The secretary also underscored the strength of the Mexican Caribbean and the state: "Quintana Roo continues to be a resilient state in the face of all natural phenomena. We have all the capabilities to serve our tourists and guarantee the best possible experiences. The diversification of our offering has allowed us to attract segments beyond sun and beach: entertainment, culture, wellness, sports, and artistic activities."

Finally, Bernardo Cueto noted that the numbers for "the industry without smokestacks" continue to rise: "Hotel occupancy is reflected with greater capacity, and tourist influx, according to records from the previous year, continues to increase. We are doing well and we are going to do better."