Tourism Leaders in Cozumel Urge Stronger Promotion Strategy for Mexico

Cozumel, Quintana Roo — Tourism industry leaders and specialists called on Mexico to overhaul its international promotion strategy, strengthen air connectivity, and give more backing to the private sector as the country contends with inflation and intensifying global competition.

The appeal came at the Third National Assembly of Skål México 2026, held for the first time in Cozumel. The event brought together representatives from all 26 of Skål México’s state chapters and more than 200 participants, who discussed the main obstacles facing national and international tourism.

National president Rodrigo Álvarez Jiménez, secretary Javier Ruiz Hermoso, and vice president Maru Moreno said Mexico needs a more robust promotion strategy supported by a strong country brand and improved connectivity to expand its reach in international markets. Álvarez Jiménez noted that inflationary pressures are forcing the industry to reassess its current strategies.

The leaders also stressed the potential of Skål International’s network, which spans 291 destinations in nearly 80 countries, as a platform to increase Mexico’s visibility and strengthen ties with other tourism markets.

By the end of the meeting, attendees agreed that Mexico has a diverse tourism offering but requires greater coordination between authorities and the private sector to turn that diversity into a competitive advantage. Their central call was to adopt a long-term vision, sharpen international promotion, and provide the conditions for private companies to sustain and increase tourism activity.