Mexico’s Caribbean Diversifies Markets as US Tourist Flow Slows, Tourism Secretary Says

Cancún, Quintana Roo — Mexico’s Caribbean coast is widening its pitch to Canada, Europe and other markets as US arrivals and flight frequencies slip, Tourism Secretary Josefina Rodríguez Zamora said at the opening of the Cancún Travel Mart 2026.

Rodríguez Zamora said Quintana Roo’s tourism industry is adapting to a weaker-than-expected global outlook by developing new routes, products and experiences aimed at expanding its international customer base.

She argued that the global picture forces the industry to respond to shifting economic and cultural habits among travelers, but also creates openings. In that context, she described the Mexican Caribbean as an example of resilience, citing its ability to diversify markets and defend its position.

Buyer numbers climb 10 to 15 percent a year

The tourism secretary said the Cancún Travel Mart has grown into a model for how Mexico markets itself abroad, with the number of buyers rising between 10 and 15 percent annually and more countries sending delegations interested in the region’s offerings.

She said promotion of Quintana Roo is no longer focused solely on Cancún or the traditional sun-and-sand segment, but now covers the state’s 12 destinations and a broader range of culture, food, nature and community-based experiences.

Cultural and community tourism are expanding, she said, along with international interest in experiences built around the region’s heritage and traditions. Diversifying the product, she added, draws new types of travelers and gives repeat visitors fresh reasons to return.

Business-to-business focus

Rodríguez Zamora said the event’s main strength is its business orientation, which puts tourism suppliers, hotel chains and international wholesalers in direct contact. More than 700 representatives tied to tourism marketing are taking part, she said, in a format built for negotiations and direct sales of services and packages.

She said the same approach is part of the planned overhaul of Mexico’s Tianguis Turístico, the country’s flagship tourism trade fair, which she said should sharpen its commercial focus and produce concrete agreements between buyers and sellers. The continuity of the Cancún Travel Mart, she added, reflects participants’ confidence and the event’s ability to meet the expectations of industry professionals.

Global tourism growth misses forecasts

On the international backdrop, Rodríguez Zamora said forecasts had pointed to 3 percent growth in global tourism, but the actual figure came in at around 1 percent.

Mexico still faces significant challenges but also has room to consolidate its presence in international markets, she said. Quintana Roo carries strategic weight for the national industry, she noted, with a substantial share of visitors to Mexico bound for the region — meaning the state’s difficulties ripple across the wider tourism sector.

Federal support pledged

Rodríguez Zamora said the Mexican Caribbean has the backing of the federal government and pointed to President Claudia Sheinbaum Pardo’s willingness to hear from industry representatives and respond to their concerns. Federal, state and municipal authorities remain in coordination with business groups and tourism organizations to improve results, she said.

She said she expects the winter season to boost sales, strengthen commercial relationships and bring in more visitors.