Mexican Caribbean Aims to Win Back US Tourists This Winter

Cancún — The Mexican Caribbean is preparing for one of its strongest seasons of the year with "extremely positive" expectations for the winter, according to the head of the Quintana Roo Tourism Secretariat (Sedetur), Bernardo Cueto Riestra.

Expected Recovery of U.S. Tourist Flow

The official highlighted that the state not only anticipates high levels of hotel occupancy but also a recovery in the flow of tourists from the United States, a strategic market that has shown a decline in recent months.

During an interview, Cueto stated that December could close with occupancies above 80% and even 90% in some destinations, with peaks of up to 95% on specific days. Furthermore, weekends are already recording close to 600 daily air operations at the state's four international airports.

Return of Routes and New Connections

The return of seasonal routes from Canada, the United States, and the United Kingdom, as well as new connections, will help strengthen tourist arrivals, he assured.

"We are expecting an extremely positive December and a very favorable start to the year. We are going to work on all fronts to strengthen the experience of our tourists this winter season," he stated.

Sedetur's optimism comes in a complex context: the most recent figures from the Sustainable Tourism Advanced Research Center (STARC) confirm that routes between the United States and the Mexican Caribbean continue to lose passengers in the January-September 2025 period, compared to the same period in 2024.

More Pronounced Setbacks

Among the most pronounced setbacks are:

• Chicago–Cancún: –15.4%
• Dallas–Fort Worth–Cancún: –5.8%
• Atlanta–Cancún: –2.1%
• New York–Cancún: –3.8%
• Houston–Cancún: –0.9% (virtually stagnant)

Of the top ten routes to the Mexican Caribbean, only two show growth:

• Montreal–Cancún: +36%
• Los Angeles–Cancún: +5%

These data reflect a downward trend in the U.S. market but also underscore opportunities in markets like Canada, which is already showing a notable boost heading into the winter season.

Hope to Reverse Tourist Decline

Cueto assured that, despite these setbacks, the winter season represents a real opportunity to reverse the decline.

"We are convinced that this slight decline will be reversed in this winter season. We expect many American tourists, especially during Thanksgiving, one of the most important celebrations for that country," he explained.

The state strategy includes a strong promotional presence in the United States, reinforced institutional links, and constant work with tour operators, travel agencies, and specialized media to position the Mexican Caribbean as the preferred option for the winter.