Quintana Roo Courts New Tourism Alliances at ITB Americas, Touts Holbox Among 2027 Trends

Guadalajara, Jalisco — A Quintana Roo delegation is attending the first edition of ITB Americas in Guadalajara this week, seeking to strengthen the international promotion of the Mexican Caribbean, expand marketing opportunities for its destinations and build strategic alliances with tourism companies.

The delegation is led by state Tourism Secretary Bernardo Cueto Riestra and Andrés Martínez, director general of the Quintana Roo Tourism Promotion Council (CPTQ). The trade fair runs Nov. 10-12 at Expo Guadalajara.

ITB Americas brings together destinations, airlines, hotel chains, travel agencies, tour operators and specialized buyers from across the hemisphere. Organizers said the event draws representatives from 42 countries and regions and more than 300 exhibiting companies and organizations.

Holbox singled out as a 2027 trend

During the working sessions, the delegation took part in the ribbon-cutting for the Mexico Pavilion and held a series of strategic meetings with travel companies and operators, including Milca Hossana of Serpientes y Escaleras; Lilia Álvaro and Gina Frausto of Julia Tours; representatives of Mundo Joven; Miguel Galicia, CEO of Travel Shop; Rocío Pascual of Regio Operadora; and Tania Arroyo of Viajes Sears.

The talks covered promotion and marketing opportunities for Mexican Caribbean destinations and ways to strengthen tourism products in the southern part of the state.

In the meeting with Travel Shop, officials presented the tourism potential of Holbox, which they described as one of the destinations with the greatest projection within the Mexican Caribbean’s offerings.

The island’s profile has been boosted by its inclusion in Expedia’s annual Unpack ’27 report, which listed it among the ten international destinations with the fastest-growing traveler interest for 2027, citing a 45 percent increase in searches for flights and accommodation.

Officials pointed to Holbox’s white-sand beaches, bioluminescent waters, natural richness and relaxed atmosphere as distinguishing attributes for continued positioning in domestic and international markets.

The state’s presence at ITB Americas is aimed at connecting Quintana Roo’s tourism offerings with new sales channels, strengthening ties with specialized companies and opening opportunities for its destinations.

State officials said the strategy, promoted under Governor Mara Lezama Espinosa, seeks to diversify the promotion of the Mexican Caribbean as the “World Capital of Vacations” and generate development opportunities for Quintana Roo communities.