Tulum’s $3.2M Tourism Revival Plan

Playa del Carmen, Mexico — Following a historic downturn in tourism for Tulum, the State Government is preparing a $3.2 million investment to launch an international promotional campaign for the destination. The initiative aims to reactivate and reposition Tulum as one of the most emblematic destinations in the Mexican Caribbean.

The state Secretary of Tourism, Bernardo Cueto Riestra, confirmed the plan during the inauguration of the Festival of Life and Death at Xcaret. He emphasized that the strategy is designed to strengthen the destination's image, attract new markets, and consolidate its recovery after a period of fluctuations in air connectivity and hotel occupancy.

"Tulum is more beautiful than ever. We want to show the world that this destination is ready to once again receive thousands of national and international visitors," stated Cueto, who specified that the campaign will be strategic, comprehensive, and coordinated across all three levels of government.

A Targeted Promotional Push

The promotion project will be directed primarily at markets in the United States and Canada, without neglecting domestic tourism. According to the official, these actions will coincide with the high winter season, with a rebound in tourist arrivals anticipated to begin in November and December.

Cueto Riestra advanced that Quintana Roo will leverage its participation in international events such as the World Travel Market (WTM) in London and the International Tourism Fair (FITUR) in Madrid to present new alliances with tour operators, travel agencies, and airlines. These partnerships are intended to strengthen air connectivity and the global positioning of the Mexican Caribbean.

Infrastructure and Connectivity Improvements

Furthermore, he indicated that this strategy includes the planned opening of beaches at the Jaguar Park in Tulum and in the Cancun hotel zone. These openings are part of a series of actions aimed at improving tourist infrastructure and the visitor experience.

Regarding connectivity, he reported that the Tulum International Airport will recover several seasonal routes starting in November. Throughout 2026, the opening of new frequencies and destinations to the state's four international airports is expected.

"The tourism industry must translate into shared prosperity," he concluded. "Every visitor represents a development opportunity for the families of Quintana Roo, and that is our mission."