Cancún, QRoo — The tourism sector of Quintana Roo will launch a promotional campaign for Calderitas and five archaeological zones in the south of the state for the winter season, with the goal of increasing tourist traffic and diversifying the regional offering with Maya culture.
The objective is to strengthen tourism in the south, so state authorities and hotel sector representatives announced a special promotional campaign for the winter. The strategy seeks to position the region as a cultural, gastronomic, and natural destination, taking advantage of the year-end tourist flow.
The Maya archaeological zones included in the campaign are Oxtankah, Dzibanché, Kohunlich, Chacchoben, and Ichkabal, the latter of which is in the process of a gradual opening.
According to the Quintana Roo Tourism Promotion Council (CPTQ), occupancy in the southern zone is expected to increase by 25 percent, currently standing at around 40 percent during the high season. The projected economic spillover exceeds 60 million pesos between December 2025 and January 2026.
Calderitas, located 15 minutes from Chetumal, will be the starting point of the campaign due to its coastal appeal, its cuisine based on fresh seafood, and its proximity to the Oxtankah archaeological zone.
The project includes the production of audiovisual content, digital activations, integrated tourist packages, and promotion at national fairs such as the Tianguis de Pueblos Mágicos.
Raúl Andrade Angulo, president of the Association of Hotels of the Center and South, stated that "it is time for the south of the state to have the place it deserves on the tourist map."
"We have culture, history, nature, and gastronomy, which are not found in any other point of the Caribbean. The private sector will also contribute resources to improve signage, access, and services at the archaeological sites," the executive pointed out.
The official launch of the campaign is scheduled for November, with the support of the municipalities of Othón P. Blanco, Bacalar, and José María Morelos.
More than 80 travel agencies will join the promotion, including tour operators from Belize and Guatemala, leveraging land connectivity and the Chetumal International Airport.
With this strategy, the state government and the tourism sector seek to consolidate the south of Quintana Roo as a cultural and ecological alternative to the traditional destinations in the north, offering authentic experiences that connect with Maya history, biodiversity, and local hospitality.
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