Quintana Roo’s Luxury Tourism Push at US Open

Cancún, Quintana Roo — The Quintana Roo Tourism Promotion Council (CPTQ) has launched a promotional campaign targeting luxury tourism during the US Open tennis tournament.

The campaign, representing Quintana Roo under the banner "La Nueva Era del Caribe Mexicano" (The New Era of the Mexican Caribbean), is currently featured throughout the streets of New York City. Andrés Martínez, director of the CPTQ, explained that the campaign is taking place within the framework of one of the most important sporting events, the US Open. The promotion showcases the 12 destinations of the Mexican Caribbean through a campaign named "Luxury Experience by Mexican Caribbean."

Furthermore, the council is forming alliances with tennis players to promote tourism, thereby capturing the luxury market from the United States, which is one of the most important source markets. These efforts have successfully increased the presence of Quintana Roo's destinations on search engines by up to 14 percent, a result that reflects the campaign's success and forecasts a positive end to the year.

"It is a very strong campaign in terms of branding, as it is connecting with millions of people around the world from Times Square to every corner of the city," Martínez added.

The state possesses a significant inventory of luxury brands in hospitality, gastronomy, and retail. This represents an opportunity not only to capture greater economic revenue but also to diversify tourist arrivals and increase hotel occupancy during various seasons.

Leveraging the US Open, which attracts athletes and fans from all over the world, provides an opportunity to reach the minds of more visitors, particularly those focused on the segment with greater purchasing power.

Tennis Players to Become Quintana Roo's Tourism Ambassadors

As part of these actions, the council secured agreements with two tennis ambassadors: John Isner and Diego Schwartzman. They will participate in activations to promote Quintana Roo and will visit the destination.

"We also held a seminar at the US Open with allies such as Delta and JetBlue, as well as media outlets specialized in the segment, like Condé Nast and Travel + Leisure, to showcase the beauty of the destinations and attract more visitors," Martínez stated.

The U.S. market accounts for 38.9 percent of foreign visitors to Quintana Roo, making it the primary source of visitors throughout the year.

Following the campaign actions in New York, the promotion council will be in the Bahamas to implement actions aimed at capturing luxury tourism, a strategy that has now completed one year of work.