Quintana Roo Expects Strong Buen Fin and Favorable Close to 2026

Cancún, Quintana Roo — Quintana Roo is heading toward a strong Buen Fin holiday shopping weekend and a favorable end to 2026, helped by growth in air connectivity and higher demand during the winter season, tourism specialist Julián Balbuena said.

Balbuena said airline seat capacity is projected to rise 24 percent in November, with a further 18 percent increase in December. Together, that would add roughly 750,000 seats and create better conditions for travelers arriving in the Mexican Caribbean.

He described the growth as a recovery after a difficult stretch marked by aircraft rescheduling to meet demand generated by the World Cup and the departure of some airlines. Even so, he said the region’s tourism infrastructure is prepared and that the main challenge is securing enough connectivity to bring in visitors.

Buen Fin Seen Lifting Winter Season

On the Buen Fin and Black Friday sales, Balbuena said he expects a significant rebound in vacation package sales, pointing in particular to promotional work by airlines such as Viva and Volaris.

He stressed that the domestic market remains essential for Quintana Roo, accounting for between 35 and 45 percent of tourist arrivals, while the United States and Canada stay key source markets. For Canada, he highlighted the recovery and rescheduling of routes to the Mexican Caribbean.

Call for More Promotion Funding

The specialist also said tourism promotion budgets need to be strengthened to counter negative perceptions of Mexico and reinforce confidence among U.S. travelers.

Regarding Playa del Carmen, he said the destination has an opportunity to address its weak points and strengthen its attractions so it does not repeat the scenario Tulum is currently facing.

Finally, he said market diversification — especially toward Europe and South America — should remain a priority strategy to reduce reliance on the main source markets and protect Quintana Roo’s tourism competitiveness.