Playa del Carmen Targets Luxury Tourism with New Alliance

Playa del Carmen, Mexico — The municipal government, led by President Estefanía Mercado, has taken a decisive step toward establishing Playa del Carmen as a premier luxury tourism destination through the formal launch of the Luxury Tourism Commission. The inaugural session was held Thursday in the Astor Room of the St. Regis Kanai Hotel.

A Unified Strategy for High-End Tourism

The meeting brought together executives from the region’s most prominent luxury hotels, including Grupo Xcaret, Banyan Tree Mayakoba, Maroma A Belmond Hotel, Auberge Resorts, The Yacht Experiences, Hotel Esencia, and St. Regis Kanai. Attendees agreed to develop a coordinated international marketing and promotion strategy to position Playa del Carmen as a global leader in luxury travel.

Tourism Secretary Estefanía Hernández, representing Mayor Mercado, underscored the economic and social benefits of targeting high-end visitors. "Luxury tourism presents an opportunity to attract investment, generate higher-paying jobs, and ensure sustainable, well-managed growth," Hernández stated.

Key Tourism Metrics Highlight Growth Potential

Hernández shared critical statistics demonstrating Playa del Carmen’s strong tourism performance: the municipality boasts over 46,000 hotel rooms and maintained an average occupancy rate of 79.5% from January to July 2024. These figures solidify the city’s status as a leading luxury destination within Quintana Roo.

The Commission’s initiatives align with the Quintana Roo Sustainable Tourism Master Plan 2030 and local efforts such as the City Brand campaign and the "Let’s Playa" digital app, designed to attract affluent travelers with a focus on sustainability and cultural experiences.

Upcoming Events and Cultural Differentiation

Participants agreed to promote Playa del Carmen at international trade fairs and announced the upcoming Restaurant Week & Wellness Day to stimulate local business. Additionally, the Commission emphasized the importance of crafting a unique destination narrative centered on Mayan heritage, cenotes, and regional biodiversity—key differentiators from other luxury markets worldwide.

This collaboration marks a significant milestone in Playa del Carmen’s ambition to become a world-class tourist destination where economic prosperity benefits the entire community.