Quintana Roo Turns to AI as Tourism Arrivals Plunge

Cancún, Quintana Roo — After a summer that saw visitor numbers fall by as much as 60%, Mexico’s Caribbean coast is betting on artificial intelligence to win back travelers, with researchers warning that traditional marketing and booking methods no longer match how people plan vacations.

Researchers at Universidad del Caribe (UNICARIBE) say the slump is not only a matter of economics. They point to a structural shift in consumer habits: domestic and international travelers now plan their trips and interact with booking engines guided by AI tools.

Specialists from the university laid out the challenge during the 24th Sustainable Tourism Seminar and the 6th Alternative Tourism Congress, held under the theme “Integrating AI to Redesign Tourism: Better Decisions, Lower Risks,” where they examined the destination’s digitalization gaps.

Enrique Mota, a professor and sustainable tourism researcher at UNICARIBE, said travelers have shifted their decision-making to automated tools, putting conventional marketing at a disadvantage.

“Today, tourists ask AI before making any reservation. They look up data on location, weather, sargassum monitoring at specific beaches and dining options. If platforms do not offer precise, structured information for these engines, the destination loses the chance to convert that interest into a booking,” Mota said.

He warned that commercial visibility now depends on the quality and freshness of the data that hotels, tour operators and travel agencies publish online — a shift that requires direct investment in technology infrastructure.

Diversifying Beyond Cancún and the Riviera Maya

As infrastructure has expanded across Quintana Roo, demand has spread toward smaller destinations. According to UNICARIBE, the offering is no longer concentrated in Cancún or the Riviera Maya but now includes emerging areas such as:

• Costa Mujeres — a zone with fast-growing, large-scale hotel development.
• Costa Maya — a destination built around lower-density experiences and closer contact with nature.
• Isla Mujeres, Cozumel and Puerto Morelos — established destinations with distinct operating and visitor-flow patterns.

Another factor affecting tips for workers is the growing use of lodging outside the hotel circuit. Against that backdrop, the researchers argue, intelligent booking engines become essential for managing demand across each tourism hub.

Hotels Roll Out Conversational Booking Assistants

In the private sector, the Hotel Association of Cancún, Puerto Morelos and Isla Mujeres recently introduced its members to Sarai, a conversational AI assistant developed by the firm Mirai and presented by its CEO, Pablo Delgado.

The tool is designed to speed up group and direct reservations through conversational interaction. Specialists caution, however, that adoption and operational rollout among regional establishments is still in its early stages.

Domestic Market and New Travel Niches

Sandra Guerra, director of the sustainable tourism program at UNICARIBE, said the temporary summer slowdown also reflected international flows diverted by mass events such as the World Cup. She echoed recommendations from Mexico’s federal Tourism Ministry (Sectur) to promote the domestic market as an economic buffer.

“Local and domestic tourism is a key alternative for sustaining economic activity in Quintana Roo, allowing regional residents to access the tourism offering and easing seasonality,” Guerra said.

To consolidate a recovery, the industry is tailoring services to niches beyond the traditional beach segment, including:

• Gastronomic tourism — highlighting regional cuisine and culinary experiences.
• Sustainable and community tourism — responsible practices in natural and rural settings.
• Cultural and archaeological tourism — historical routes and Maya heritage.
• Ecotourism and adventure — outdoor activities and conservation in cenotes and jungle areas.

Digitalization and AI adoption are emerging as central competitive factors for the Mexican Caribbean, with universities and businesses working together to speed up the transition and keep Quintana Roo’s destinations competitive in the global market.