TULUM, Quintana Roo — The federal government has outlined a 10-point action plan aimed at making Tulum easier, safer and less expensive to visit, while using major recent infrastructure projects, including the Tulum International Airport and the Maya Train, to help revive one of the Mexican Caribbean’s most visible destinations.
The plan, presented by federal Tourism Secretary Josefina Rodríguez Zamora as part of the broader Tulum Renace strategy, focuses on reducing visitor costs, improving mobility, expanding beach access, strengthening security and promoting the destination nationally and internationally.
The announcement follows months of concern from local businesses and residents over declining tourism activity, complaints about high prices and confusion around access to Tulum’s beaches and archaeological zone. In 2025, Tulum’s hotel occupancy fell sharply in some periods, with September occupancy reported near 50 percent, down about 10 percentage points from the previous year.
The 10 Actions in the Tulum Recovery Plan
According to Sectur, the federal strategy includes the following measures:
- Free entry to Parque del Jaguar for Mexican visitors.
- Electric transportation connecting key attractions inside the visitor area.
- Reduced entrance fees for national visitors to the Tulum archaeological zone and related protected areas.
- New access points and improved connectivity to beaches and tourist areas.
- A permanent national and international tourism promotion campaign.
- Training, professionalization and certification for tourism service providers.
- Improvements to Tulum’s urban image and better organization of the destination.
- Strengthened tourist security, including coordination with federal and local authorities.
- Campaigns to diversify Tulum’s cultural, sports and gastronomic offerings.
- Development of new tourism products and events designed to increase the average length of stay.
The list makes clear that the federal government is not treating Tulum’s slowdown as a marketing problem alone. The plan also targets the practical issues visitors and residents have been complaining about for months: cost, access, mobility, public services, security and the overall experience of moving through the destination.
A Plan Built Around Access, Price and Mobility
The 10 actions announced by Sectur include free entry to Parque del Jaguar for national visitors, reduced fees administered by INAH and CONANP, a new electric transport system inside the visitor area, improved access points and the construction of an eco-friendly parking area at the southern entrance.
The plan also includes a tourist-care and security model coordinated with the National Guard, certification and professionalization for tourism service providers, improvements to public services and urban image in Tulum, a new public transportation system, permanent tourism promotion and a program to attract new air routes while improving the connection between Tulum International Airport and the town center.
The price and access measures are particularly important because Tulum’s visitor experience had become increasingly difficult to explain. Travelers could encounter separate fees for the archaeological zone, the protected area, Parque del Jaguar, internal transportation or parking, depending on where and how they entered. The new strategy attempts to simplify that experience and reduce one of the complaints most often raised by both Mexican and foreign visitors.
Beyond the Beach
Sectur is also working on projects intended to broaden Tulum’s tourism offering beyond daytime beach and ruins visits. Those include an artisan and cultural corridor, a nighttime lighting project for the archaeological zone and new cultural, sports and gastronomic activities designed to encourage visitors to stay longer and spend in more parts of the community.
That approach reflects a larger challenge for Tulum. The destination became internationally famous for its coastline, archaeological zone and boutique-hotel scene, but its rapid growth has also brought traffic, infrastructure pressure, high costs and uneven public services. The federal plan now frames the recovery effort not only as a marketing push, but as an attempt to make the destination function better.
Airport and Maya Train Are Central to the Strategy
The Felipe Carrillo Puerto International Airport opened in December 2023 and was promoted from the beginning as a major gateway for Tulum and the southern Riviera Maya.
Federal and state officials now see that airport, together with the Maya Train, as key to the recovery plan. The Tulum Airport and Tulum stations connect the municipality to the wider rail circuit across Quintana Roo, Yucatán, Campeche, Tabasco and Chiapas, allowing authorities to promote multi-destination trips rather than treating Tulum as an isolated beach stop.
The government is also working with Mexicana de Aviación to strengthen air connectivity. In July, federal and state authorities announced eight additional flights to Tulum for the summer vacation season, part of a strategy to attract more domestic travelers and increase demand through the local airport.
The emphasis on domestic tourism is notable. Tulum has long depended heavily on international travelers, but the current recovery strategy appears designed to make the destination more appealing to Mexican visitors as well, especially those using public infrastructure such as Mexicana, the Maya Train and federally managed tourism routes.
Why the Plan Matters
Tulum’s recent problems have not been caused by one issue alone. Business owners and tourism observers have pointed to a combination of factors: sargassum, rising prices, high transportation costs, confusing access to beaches and attractions, competition from vacation rentals, and the perception that the destination had become expensive and difficult to navigate.
The 10-point plan attempts to address several of those complaints at once. Lower entry costs may help soften the destination’s reputation for overpricing. Better transportation and parking could reduce friction for visitors. Certification of tourism providers may improve service standards. Expanded promotion and new routes could help fill rooms during slower periods.
The plan does not solve every problem facing Tulum. It does not directly answer broader concerns about housing costs, wastewater, unplanned growth, police conduct or taxi pricing, all of which continue to affect how residents and visitors experience the destination.
But it does mark a clear federal effort to reposition Tulum after a difficult period. The government is trying to turn several of its largest investments, including Parque del Jaguar, the airport and the Maya Train, into a more coherent visitor experience.
For local businesses, the question is whether the changes will bring people back quickly enough. For residents, the test will be whether the recovery also improves everyday life in Tulum, not just the experience of the next visitor arriving at the airport or train station.
