Tulum to Shine on 2026 World Cup Mascot Jersey

Tulum, Mexico — The name "Tulum" will be showcased worldwide in 2026 after Caleb Ordóñez Talavera, Director General of Visit México, confirmed that the official host country mascot for the FIFA World Cup will bear the destination’s name on its jersey. The initiative is part of an unprecedented tourism promotion strategy aimed at elevating Tulum’s international profile.

Kúul: A Symbol of National Identity

The mascot, named Kúul, will serve as a representation of Mexico’s national identity. In addition to the "Tulum" branding, the mascot will feature a gray logo incorporating the colors of the country’s national brand. This decision stems from a strategic alliance designed to leverage the unparalleled visibility of the world’s most prestigious football tournament, which will be jointly hosted by Mexico, Canada, and the United States.

"We reached an agreement to include the Tulum brand on the mascot’s jersey. Beyond the visual element, the goal is to position Tulum at international fairs and through a global promotion campaign during the World Cup," explained Ordóñez Talavera during a press conference.

The Visit México director emphasized that the 2026 World Cup presents a historic opportunity to boost national tourism. He noted that preparations are already underway to solidify Tulum’s reputation among millions of potential visitors worldwide.

"We want Tulum to be recognized as a place of peace and wellness, where people can come to relax. It’s a brand with tremendous potential," he stated.

Sustainable Tourism and Global Exposure

Tulum, renowned for its beaches, natural beauty, and Mayan cultural heritage, has increasingly focused on sustainable and wellness-oriented tourism in recent years. The inclusion of its name on the official mascot’s uniform will highlight this vision on one of the world’s largest global stages.

In addition to this symbolic gesture, Visit México plans to promote Tulum at international tourism fairs and other promotional platforms in the year leading up to the World Cup. Ordóñez Talavera reaffirmed the institution’s commitment to the destination’s development:

"We hold a special affection for Tulum, and Visit México will do everything possible to ensure this place continues to shine in the eyes of the world."