Toni Chaves Reelected to Lead Riviera Maya Hotel Association Through 2028

Playa del Carmen, Quintana Roo — Toni Chaves has been reelected president of the Riviera Maya Hotel Association (AHRM) for the 2026-2028 term, winning unanimous backing from the group’s members during an extraordinary general assembly.

The vote keeps Chaves at the helm of one of Mexico’s most influential tourism industry organizations at a time when the destination faces shifting international markets, growing competition from rival destinations and pressure to strengthen its sustainability record.

Members said the reelection endorses an agenda aimed at amplifying the private sector’s voice, building alliances and defending the Riviera Maya’s standing as one of Latin America’s leading tourism destinations.

“I accept this new responsibility with enormous gratitude, but above all with the conviction that we still have a great deal to do,” Chaves said. “The Riviera Maya has built a privileged position internationally, and our challenge now is to protect and strengthen it. Unity within the sector will be essential.”

Chaves has laid out a work plan focused on keeping the region competitive on the international stage through stronger promotion, connectivity, infrastructure, security and sustainability. With more than three decades of executive experience in the hotel industry and an MBA from Harvard University, he argues that sustained, coordinated investment between the private sector and all three levels of government is needed to preserve the Mexican Caribbean’s leadership.

His agenda continues strategic projects launched during his previous term, including The Seas We Love, an initiative for comprehensive sargassum management. The issue has been elevated to the national agenda, and federal authorities have announced actions backed by more than 2.695 billion pesos.

Chaves also plans to push for greater competitiveness in the Riviera Maya, the reinstatement of electronic visas for the Brazilian market and progress on regulating vacation rentals in the destination.

During the assembly, Francisco Madrid Flores, director of the Sustainable Tourism Advanced Research Center (STARC) at Universidad Anáhuac Cancún, delivered a presentation titled “Tourism Outlook at the Close of 2026 and Initial Scenarios for 2027,” analyzing key trends and prospects for the industry in the coming year.