Quintana Roo’s Day of the Dead Boom: $307M Impact

Quintana Roo, Mexico — The Mexican Caribbean is experiencing a significant tourism boom, a result of the sustained work led by Governor Mara Lezama Espinosa, who is promoting the diversification of market segments, strengthened connectivity, and the consolidation of Quintana Roo as the tourism engine of Mexico. This effort is supported by the leadership of the Secretary of Tourism, Josefina Rodríguez Zamora, and the backing of President Claudia Sheinbaum.

According to preliminary estimates from the Quintana Roo Ministry of Tourism (SEDETUR), during the 2025 Day of the Dead holiday period from November 1 to 3, the arrival of more than 332,000 visitors was recorded. This generated an economic impact exceeding $307 million and an average hotel occupancy of 70.7 percent.

Although official data will be confirmed in the coming days, all indications are that the results surpassed initial projections, reflecting the sector's dynamism ahead of the high season and the confidence the destination generates among national and international tourists.

Tourism with Well-being and Shared Prosperity

Within the framework of the New Agreement for the Well-being and Development of Quintana Roo, the state government is promoting a new inclusive and sustainable tourism model. This model encourages community-based tourism and recognizes the Mayan people and local inhabitants as protagonists of development. This approach ensures that the prosperity derived from tourism translates into well-being for Quintana Roo families.

SEDETUR reported that the state has accumulated two consecutive weeks with occupancy rates above 60 percent, a situation that had not occurred since August, confirming a sustained recovery. In Cancún alone, more than 70,000 people participated in the Janal Pixan celebrations, consolidating the Mexican Caribbean as a national benchmark for cultural tourism.

Quintana Roo, National Leader in Connectivity and Maritime Tourism

Nationally, the Federal Ministry of Tourism estimated 1.6 million visitors during the Day of the Dead festivities, of which 73 percent were national and 27 percent were international. In this context, the Mexican Caribbean once again positioned itself as the region with the greatest tourist activity in the country, thanks to its offering that combines tradition, gastronomy, nature, and hospitality.

The Cancún International Airport reaffirmed its leadership as the main international gateway to Mexico, concentrating 61 percent of international arrivals and surpassing the Mexico City airport. So far this year, the country has received 28.3 million international visitors, with Quintana Roo leading the tourist flow.

Maritime tourism also maintains a positive trend: between January and July 2025, 4.48 million cruise passengers and crew members arrived, a growth of 3.26 percent compared to the same period in 2024, with Mahahual registering an increase of 14.9 percent. Additionally, the state's archaeological zones reported a 7.5 percent increase in visitors, driven by the reopening of Ichkabal and Oxtankah in the south of the entity.

Sustainable Tourism with Identity

These results reflect the effectiveness of a comprehensive tourism policy that promotes the diversification of experiences beyond sun and beach, strengthening cultural, gastronomic, nature, and community-based segments.

Governor Mara Lezama emphasized that "tourism in Quintana Roo not only boosts the economy, it also preserves our culture, generates well-being, and builds community."

Meanwhile, the Secretary of Tourism, Bernardo Cueto Riestra, underscored that "the success of the Mexican Caribbean is the result of the joint effort between society, private initiative, and the government to consolidate a sustainable, competitive tourism model with shared prosperity."

On the doorstep of the high season, the Mexican Caribbean is projected to be stronger than ever, with more than 135,000 hotel rooms, historic international connectivity, and a tourist offering that combines innovation, culture, and hospitality, reaffirming that Quintana Roo is not just beaches: it is identity, tradition, and well-being for all.