Cancun Hotels Push for 6% Rate Hike and Promotion Support

Cancun, Quintana Roo — The Cancun Travel Mart 2026 opened as the most important business negotiation event for the Mexican Caribbean hotel industry, with the aim of guaranteeing operations and tourist flow for the coming seasons. Amid tough negotiations among wholesalers, tour operators and destination suppliers, the hotel sector made clear the need for greater resources to promote the Mexico brand. It is also seeking at least a 5% to 6% increase in hotel rates for next year, which would allow it to remain competitive against its main rivals. The opening brought together the main players driving the tourism industry in the country and the Mexican Caribbean. The hotel sector welcomed two important announcements from the municipality and the state that encourage promotion of the destination, but not from the Federation, which arrived empty-handed at the business meeting.

Rate Negotiations and Promotion Concerns

At the official venue, the hotel industry made clear that without promotion of the Mexico brand it will be difficult to continue competing. The sector is seeking to increase rates from 4% to 6%, within the minimum range to avoid impacting travel intentions. The sector’s push for at least a 5% to 6% increase for next year is intended to keep it competitive against its principal rivals.

Municipal and State Support

On behalf of the Municipality, Ana Patricia Peralta de la Peña, mayor of Benito Juárez, announced a 100% exemption from taxes for remodeling licenses for the hotel sector, which encourages investment and mitigates the economic downturn that has been faced. Governor Mara Lezama announced a 20% increase in the 2027 budget allocated to tourism promotion in the Mexican Caribbean, in order to strengthen promotional efforts and bolster key markets for the destination. The Federal Ministry of Tourism (Sectur) arrived empty-handed at the business meeting.

Industry Leaders Emphasize Promotion and Competitiveness

Rodrigo de la Peña, president of the Cancun, Puerto Morelos and Isla Mujeres Hotel Association, host of this business meeting, highlighted at the opening the importance for the sector of meeting with wholesalers and tour operators in this 38th edition, which receives 400 delegates, including buyers and suppliers from 18 countries.

In his speech, he stressed the importance of continuing to invest in strategic promotion for destinations and highlighted the upcoming 50th anniversary of the association, which with half a century of history has established itself as the most important tourist corridor in the country.

José Chapur, vice president of the National Business Tourism Council (CNET), stressed that the success sustained today does not guarantee the competitiveness of tomorrow, so he pointed out that tourism must occupy a priority place and called for continued investment in tourism.

The hotel sector highlighted the need to consolidate a shared agenda between authorities and the private sector that would allow addressing the needs of the industry, promoting new business opportunities, and ensuring that the economic benefits of tourism reach a greater number of communities.

They also recognized the importance of these types of business meetings that bring together international buyers, suppliers and service providers, considering them platforms to generate business relationships and promote the Mexican tourism offer.

During their speeches at the inauguration, the sector made clear that the growth of this activity depends not only on natural beauty and hotel infrastructure, but also on security, quality of services, legal certainty and a permanent promotion strategy.

Federal Tourism Secretary Cites New Initiatives

Finally, the Secretary of Tourism for the Mexican government, Josefina Rodríguez Zamora, stated that her department is developing a new hotel classification system and many other initiatives. She acknowledged the Cancun Travel Mart 2026 as a major event and a model to follow nationally, highlighting the year-on-year increase in the number of buyers, among other data points she provided that are driving the tourism sector throughout the country, creating a positive outlook for the coming seasons.

Nervousness in the Negotiation Hall

There was a lot of nervousness during the negotiation. At the end of the inauguration ceremony, the authorities toured the negotiation hall where buyers and suppliers meet to generate sales for the upcoming spring and summer season, with a rate at least 5% higher than the one that has been operating.

The industry is buzzing with conversation, discussion and optimism surrounding the negotiations. While hoteliers in the region acknowledge that they are seeking to increase rates based on the product, most are aiming to maintain prices within the current market range. This is due to fierce competition and issues such as insecurity, airline seat shortages, sargassum seaweed, the strengthening peso, and geopolitical factors influencing travel intentions. These factors are shaping the negotiation process. However, everyone agrees on one thing: the Mexican Caribbean remains the anchor of tourism in Mexico, and the fate of the Mexican Caribbean will determine the fate of the rest of the country.