Mexican Caribbean Must Overhaul Its Tourism Model, STARC Director Says

Cancún, Quintana Roo — The Mexican Caribbean urgently needs to overhaul the way it attracts visitors to reverse a slowdown in international arrivals, and the priority should be a coordinated action plan between authorities and the hotel industry, said Francisco Madrid, head of the Center for Advanced Research in Sustainable Tourism (STARC).

“At the end of the day, the tourism industry is a resilient activity; it has proven that over time. But it requires joint public-private action, because other countries are doing it,” Madrid said. “I believe in Quintana Roo there is concern, not just worry.”

Faced with the recent contraction in visitor numbers and the cost of entering the country, Madrid said the sector wants to move from concern to action through a precise diagnosis of where tourists are being lost. That strategy requires identifying which markets have been affected and what is pushing travelers toward other destinations, while making sure efforts to add flights are paired with highly effective commercial promotions.

Air connectivity at the center

A key pillar of the plan, he said, is strengthening air connectivity. Scheduled seat capacity is estimated at about 4 percent below the previous period, which calls for direct negotiations with airlines to secure profitable routes, soften the impact of the summer season and restore momentum during high season.

Madrid also said any recovery must address the tax disadvantage created by the increase in the Non-Resident Fee (DNR). At $65 per visitor, Mexico lags behind competitors such as the Dominican Republic, whose $10 charge lets families put the savings toward extra nights of lodging at the destination.

Restoring the Mexican Caribbean’s leadership position will require a strategic vision built on public-private collaboration and market intelligence, he said. While regional competitors are growing, Madrid argued, the destination must implement measures that balance entry costs, protect its air service and reinforce its international appeal.