Quintana Roo Unveils 2027 Tourism Strategy Focused on New Markets and Air Routes

Cancún, Quintana Roo — Quintana Roo will reinforce promotion of the Mexican Caribbean with a comprehensive plan built on diversifying source markets, restoring flight frequencies and developing specialized tourism products, tourism official Pablo Casas said.

Casas, the state’s undersecretary of tourism promotion and operations, said the strategy aims to consolidate the sector’s recovery heading into 2027.

After a 2026 shaped by factors that slowed the summer season, the state Tourism Department (Sedetur) projects closing the year with a contraction of no more than 10 percent — a result officials say sets the stage for a gradual rebound driven by new airline operations.

South America Gains Priority

The promotion plan will strengthen the destination’s presence in its traditional core markets — Mexico, the United States and Canada — while stepping up efforts in South America.

Brazil, Argentina and Colombia have shown standout momentum that officials intend to leverage to offset challenges in the U.S. market.

More Flights, More Seats

On the aviation front, the state expects new frequencies from North America by the end of 2026 and into 2027, along with five strategic domestic routes that will increase seat availability to Quintana Roo.

Beyond Sun and Beach

To move past the traditional sun-and-sand model, Quintana Roo will launch a guide to certified cenotes covering an initial 16 sites in municipalities including Puerto Morelos and Tulum, giving visitors certainty and safety.

The cenote guide follows a specialized diving guide presented earlier at international trade fairs in Colombia, Argentina, Brazil, the United States and Europe.

According to authorities, promoting these niche offerings will help the state attract travelers who spend more and stay longer.