Playa del Carmen’s $100M Plan to Boost Global Tourism

Playa del Carmen, Quintana Roo — The municipal government of Estefanía Mercado has unveiled an ambitious new international tourism promotion strategy, backed by a historic investment of 100 million pesos, to position Playa del Carmen as a premier global destination for luxury, sports, romance, and nature-based tourism.

A Multifaceted Campaign Targeting Key Markets

During a press conference, Municipal Tourism Secretary Estefanía Hernández outlined the comprehensive initiative, which includes digital campaigns and outdoor advertising in strategic cities such as New York, Miami, Chicago, Dallas, Toronto, Montreal, and Vancouver. The plan also involves partnerships with international influencers, the Quintana Roo Tourism Promotion Council, hoteliers, business associations, and platforms like Airbnb.

“We want the world to experience the best of Playa del Carmen,” Hernández stated. “This strategy not only strengthens traditional markets like the U.S. and Canada but also opens doors to emerging markets such as Colombia, Brazil, Argentina, Germany, and other European countries.”

A standout component is the “Playa del Carmen Around the World” caravan, which will bring cultural fairs, festivals, and artistic showcases to international cities, highlighting the destination’s offerings beyond sun and sand.

Strengthening Local and National Tourism

At the local level, the “Mexico in Playa del Carmen” program aims to boost domestic tourism by engaging residents and hosting events that celebrate the country’s cultural diversity. The current edition, “Querétaro in Playa del Carmen,” features artisans, producers, and guest artists from the central Mexican state.

“Promoting Playa del Carmen abroad is meaningless if locals don’t know and enjoy it themselves. We want every resident to become an ambassador for their own destination,” Hernández emphasized.

Key Initiatives and Digital Upgrades

The strategy also includes:

• The launch of “Let’s Playa,” a modern digital guide for tourists and residents.
• A new interactive tourist map.
• The renovation of CAPTA, the Tourist Assistance and Protection Center.
• A robust calendar of sports, cultural events, and international fishing tournaments.

Daniel Bellamy, Director of Tourism Marketing and Promotion, stressed the importance of authentic storytelling to capture the interest of travelers, media, and travel agents. “We’re competing in an ultra-competitive market. Playa del Carmen must be seen, heard, and felt as a destination with its own identity and unique offerings,” he said.

Unprecedented Investment Marks a Turning Point

The 100-million-peso investment—more than ten times the amount allocated by previous administrations—signals a transformative moment for Playa del Carmen’s tourism sector. The strategy is designed to build a sustainable, competitive, and inclusive destination for years to come.