Quintana Roo to Boost Tourism Promotion by 20% as Cancún Travel Mart 2026 Opens

Cancún, Quintana Roo — Quintana Roo will increase its tourism promotion spending by 20%, Governor Mara Lezama Espinosa announced as she inaugurated the 38th edition of the Cancún Travel Mart 2026 alongside federal Tourism Secretary Josefina Rodríguez Zamora.

Lezama said the additional funding is aimed at strengthening the international standing of the state’s 12 destinations and drawing more visitors. The event is organized by the Hotel Association of Cancún, Puerto Morelos and Isla Mujeres.

The governor described the trade fair as the most important tourism marketing event in the Mexican Caribbean, bringing together buyers, suppliers, business leaders and industry professionals to build strategic alliances, generate business opportunities and sharpen the competitiveness of Quintana Roo’s destinations.

New Milan-Cozumel Route, Kukulcán Interchange

Lezama said the Kukulcán Boulevard highway interchange will be inaugurated in November or, at the latest, in December. She also confirmed that a direct flight from Milan, Italy, to Cozumel will begin on Dec. 24 — the first service on the route to use a double-decker aircraft.

She said her administration is committed to building a competitive, innovative and sustainable tourism model that protects ecosystems, preserves cultural identity and spreads the benefits of the industry to communities across the north, center and south of the state.

Federal Tourism Chief Praises Event

Rodríguez Zamora said her department is carrying out a new hotel classification system, among other initiatives, and called the Cancún Travel Mart a model for the rest of the country, noting that the number of buyers grows year after year.

“When there is a crisis, an opportunity arises, and that is the clear example the Mexican Caribbean is setting,” she said. “When there are fewer frequencies from U.S. tourism, new tourism offerings and new routes open to Canada and other parts of Europe. Today that is generating encouraging numbers for us.”

More Than 400 Delegates From 20 Countries

Rodrigo de la Peña Segura, president of the Hotel Association of Cancún, Puerto Morelos and Isla Mujeres, said the state’s destinations are now mature and successful, offering unique experiences built around their natural attractions.

He said the 2026 edition is the most important commercial gathering of its kind, with more than 400 delegate buyers and suppliers from over 20 countries, and urged the industry to keep investing in innovation and in strategic, robust and forward-looking promotion.

The event was also attended by state Tourism Secretary Bernardo Cueto Riestra; Blanca Merari Tziu Muñoz, mayor of Puerto Morelos; Miguel Ángel Fong González, president of the Mexican Association of Hotels and Motels; and David Ortiz Mena, president of the Mexican Caribbean Hotel Council.