Riviera Maya Hotels Question CPTQ Strategy Shift to Long-Haul Markets

Cancun, Quintana Roo — The Riviera Maya Hotel Association (AHRM) met with executives from the Quintana Roo Tourism Promotion Council (CPTQ) to refine promotional strategies and present a united front for the Riviera Maya brand. The meeting revealed a new strategic pivot toward long-haul source markets, a move that has drawn criticism given the limited size of that market segment.

In a statement, the sector reported a technical analysis of variables impacting the industry, including exchange rate fluctuations, current geopolitical dynamics, growing competition in the Caribbean basin and other international destinations, and international air connectivity. These factors, they said, require constant commercial adaptation and present new opportunities to attract travelers from both traditional and emerging markets.

“Our ability to anticipate changes in the global market and adapt to new traveler demands is what keeps us at the forefront,” said Toni Chaves, president of AHRM. “Current challenges motivate us to refine our operational efficiency and strengthen ties with strategic partners to ensure the Riviera Maya remains the preferred destination internationally.”

During the session, the CPTQ presented the guidelines for its immediate action plan, designed to shore up demand and strengthen the region’s positioning through high-precision promotional campaigns, including advanced segmentation to attract high-spending profiles and long-haul markets. The shift has been described by industry observers as a sign of disorientation.

“The Mexican Caribbean and the Riviera Maya have an extremely powerful brand identity. Through immediate action plans and precision campaigns agreed upon with business leaders, we optimize resources to connect more efficiently with key markets, ensuring visitor flows maintain the dynamism that benefits the entire sector,” said Andrés Martínez, general director of the CPTQ, whose tenure has faced criticism amid a sustained decline in visitor numbers.

Participants noted that the Riviera Maya’s modern, diverse, and constantly renovated hotel inventory guarantees top-tier operational standards that exceed global tourism expectations. “The world-class hospitality of our staff remains our greatest competitive advantage, turning every stay into a memorable experience and building loyalty among millions of visitors year after year,” they said.

Earlier this month, the Cancun, Puerto Morelos, and Isla Mujeres Hotel Association (AHCPM&IM) called an extraordinary session with the CPTQ to learn about ongoing strategies and improve teamwork, as reported by REPORTUR.mx.