Playa del Carmen, Quintana Roo — The Sabor a Playa 2026 festival officially opened on July 9, launching an 11-day event aimed at boosting tourism, strengthening the local economy, and showcasing the region’s culinary and entrepreneurial talent. The festival runs through July 19 and features live music, a market, family activities, and gastronomic experiences for residents and visitors.
The inauguration was led by Fernando Olivera, national vice president of CANIRAC (the National Chamber of the Restaurant Industry), who highlighted the strategic role of the restaurant industry as a key driver of tourism and economic development in Mexico.
Fabiana Briseño, Secretary of Tourism, represented Mayor Estefanía Mercado at the event. Briseño reaffirmed the municipal government’s commitment to supporting initiatives that promote the destination, boost the local economy, and strengthen collaboration between the public and private sectors.
Jennie Shrem Serur, director general of the Mexico City Tourism Promotion Institute, also attended, underscoring the close ties between the two destinations. Mexico City remains the primary source of domestic visitors to Playa del Carmen and one of its most important strategic partners.
Entrepreneurs Juan Manuel Díaz and Víctor Lozano, creators of Sabor a Playa, said the festival aims to become a permanent platform to boost local consumption, create opportunities for the business and gastronomic sectors, and provide a space for families, residents, and tourists to gather.
Over the 11 days, the festival will offer live music, giant screens, children’s games, raffles, a market, and various culinary experiences, all open to the public.
