Playa del Carmen Needs to Diversify Beyond “Sun and Beach,” Tourism Academic Warns

Playa del Carmen, Quintana Roo — Playa del Carmen can’t rely solely on its sun-and-sand appeal if it wants a resilient tourism economy, says Laura Castresana, Director of Outreach and Tourism at Universidad Riviera. Speaking during the university’s World Tourism Day program, she argued that global market shifts, recurring environmental problems such as sargassum, and the rise of short-term rentals like Airbnb demand a broader strategy to keep the destination competitive and sustainable.

“We can no longer rely only on sun and beach,” Castresana said. “We need to learn, reinvent ourselves, and generate new strategies from academia—working with the private sector and government—so this paradise remains sustainable for much longer.” She called for a push into alternative segments—medical, cultural, and sports tourism, as well as meetings and conventions—with public- and private-sector backing.

A top priority, she added, is a convention center in Playa del Carmen. “The day we have a convention center, this will change. We will attract many more people and boost hoteliers who are not in the all-inclusive scheme,” she said, noting that MICE business could distribute demand more evenly across the city’s lodging options.

Castresana also urged a review of short-term rental policies. “Certain countries and cities have already adopted strategies to regulate Airbnb more fairly and equitably. Here we need clear rules so the conditions are even for everyone,” she said.

Reiterating that the “key to Playa del Carmen’s future lies in diversification and investment in strategic infrastructure,” Castresana pointed to the university’s role in shaping that future. Each year, Universidad Riviera hosts a Tourism Rally to mark World Tourism Day—the 2025 edition will be the seventh—bringing new students into activities aligned with the UN Sustainable Development Goals in partnership with local tourism businesses.