Mexico’s Caribbean Tourism Faces Rising Competition as Cuba and Venezuela Open to U.S. Visitors

Quintana Roo, Mexico — Mexico’s Caribbean tourism industry faces growing competition as Cuba and Venezuela prepare to open their doors to U.S. visitors, according to tourism officials and local leaders who warn that the country must adapt to maintain its market share.

The warning comes as Mexico’s tourism sector continues to grow, with U.S. visitors reaching 13.7 million in 2025 and Canadian tourists increasing by 11% to 2.8 million, according to Tourism Secretary Josefina Rodríguez Zamora. Other markets including the United Kingdom, Italy, Argentina, and China also saw significant increases ranging from 4.8% to 13.7%.

However, Quintana Roo already faces intense competition from destinations like Punta Cana in the Dominican Republic, Varadero in Cuba, Aruba’s Eagle Beach, and Grace Bay in Turks & Caicos. The potential opening of Cuba and Venezuela to U.S. tourism could further intensify that competition.

“The opening of new air routes is key to consolidating tourism growth in Mexico, strengthening market diversification, and advancing toward Shared Prosperity by generating more economic opportunities, employment, and well-being in tourist destinations,” Rodríguez Zamora said.

Tourism officials note that while Mexican Caribbean destinations like Cancún, the Riviera Maya (including Playa del Carmen and Tulum), Playa Maroma, Isla Mujeres, and Holbox remain popular for their culture, cenotes, and fine sand beaches, Cuba presents a formidable competitor with its UNESCO World Heritage sites in Old Havana, colonial architecture, and vibrant cultural scene.

According to visitor demographics from January to December 2025, 28.9% of foreign tourists were aged 30-44, 23.8% were 45-59, 18.4% were 16-29, 16.9% were 60 or older, and 11.8% were children and adolescents aged 0-15.

The competition concern was raised in a conversation with Tulum councilman Eugenio Barbachano Losa, who agreed that Quintana Roo must prepare for the changing Caribbean tourism landscape.

Separately, Isla Mujeres Mayor Atenea Gómez Ricalde enjoys strong local support, with approximately 80% of residents approving of her administration according to direct feedback. Residents describe her government as honest, efficient, and close to the people, with visible improvements in public services, parks, and community spaces through 13 social programs aimed at vulnerable populations.