Mérida, Yucatán — The Summit Mexicano de la Hospitalidad (SMH) will hold its second edition from May 27 to 28, 2026 at the Hotel Fiesta Americana Mérida on Paseo Montejo in Mérida, Yucatán. The event aims to establish itself as a strategic analysis and professional development space for the hotel and tourism industry in Mexico and internationally.
The SMH emerged from an initiative by Rocco Bova, who pushed for a platform focused on professionalizing the sector, strengthening Mexican talent, and positioning Mexico as a global hospitality reference. Since its first edition, the event has served as a forum for dialogue, updates, and collaboration among business leaders, developers, operators, and specialists.
Agenda
Over two days, the official agenda will include thematic panels, keynote speeches with international speakers, and strategic networking spaces. The program is designed to address current industry challenges and foster conversations around trends, business models, and operational transformation.
The 2026 thematic axes will cover key areas such as marketing and sales, with an emphasis on digital tools, distribution models, and loyalty strategies; design and architecture, focused on sensory, sustainable, and functional proposals; and sustainability, aimed at balancing environmental impact, community value, and operational profitability.
Content will also cover branding and identity building in highly competitive markets; hotel projects under the “Visión México 2030” perspective; the glamping model and its combination of nature, design, and profitability; wellness as a real estate and hotel development axis; and robotics and artificial intelligence applied to service personalization and automation.
The program will feature representatives and executives from international brands including Grupo Meliá, Belmond Hotels, Six Senses Hotels & Resorts, Chablé Hotels & Resorts, Preferred Hotels & Resorts, Relais & Châteaux, Nayara Resorts, Design Hotels, Journey México, Abercrombie & Kent, Accor Hotels & Resorts, Hamak Hotels, and Paradero Hotels. Participants will share perspectives on leadership, innovation, and the evolution of hospitality models.
In addition to the academic program, an optional welcome dinner will be held on May 26 to foster integration among attendees through Yucatecan gastronomy. The event’s host city, Mérida, complements the experience with its cultural, historical, and natural offerings, including Mayan archaeological sites, cenotes, museums, and nearby beaches, allowing for a combination of professional activities and recreational options.
The summit has the backing of academic, business, and institutional partners, including Universidad Anáhuac Mayab, the Mérida City Council, Grupo Posadas, and various firms from the tourism and hotel sector.
Organizers said detailed program information and registration processes are available on the event’s official website.
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