Quintana Roo’s New Tourism Campaign Unveiled in Madrid

Madrid, Spain – At the 2026 International Tourism Fair (Fitur), the Quintana Roo delegation, led by Governor Mara Lezama, presented the new tourism promotion campaign “Caribe Mexicano, la capital mundial de las vacaciones” (Mexican Caribbean, the world capital of vacations). The campaign aims to consolidate the state’s leadership as Mexico and the Caribbean’s primary destination, strengthen its international projection, and trigger new investment opportunities and strategic alliances with key markets in Europe and the world.

During the presentation, the director of the Quintana Roo Tourism Promotion Council (CPTQ), Andrés Martínez Reynoso, highlighted that Quintana Roo, in the New Era of the Mexican Caribbean, is advancing steadily toward a new stage of international consolidation, aligned with major global events, including the 2026 FIFA World Cup, for which the state is prepared in terms of infrastructure, air connectivity, tourism services, and organizational capacity.

This presentation emphasized that, for the first time, a campaign of this type and level will feature a song, while five key lines were outlined: leading international destination, 12 interconnected destinations, new infrastructure, new brand architecture, and a new governance model.

In the presentation, Governor Mara Lezama cited destinations such as Cancún, Costa Mujeres, Puerto Morelos, the Riviera Maya, Tulum, Costa Maya, Bacalar, Mahahual, Cozumel, and Chetumal, the state capital.

“We are launching this through hard work, with many people behind it, with the confidence to continue sending this powerful and important message that the Mexican Caribbean represents to the rest of the world. We will work on various applications,” the Governor stated, announcing a surprise: the campaign will include a song.

“This has never been done before because we have developed campaigns for radio, television, magazines, and press, but we had not created a song. So this is a surprise. I hope you like it,” emphasized the head of the Executive branch.

During the campaign presentation, Tourism Secretary Bernardo Cueto added that the new campaign seeks to increase Quintana Roo’s international positioning as a strategic destination leading up to 2026, strengthen the destination brand in priority European markets, and generate alliances with tour operators, airlines, investors, and international organizations, promoting the arrival of new tourism investments focused on infrastructure, sustainability, and high-value experiences.

“It fills me with great pride to know that at Fitur we are democratizing tourism, that we are not just coming to meet—which is wonderful—with businesspeople, who are a fundamental part and with whom we have great synergy, with major tour operators, with airlines, with airports, but also to tell the world that we are culture, that we are history, that we have to show them how this melipona honey is made or what these trails are like, or how a traditional cook can share ancient crafts,” added Governor Mara Lezama.