Tulum Faces Challenge of Growing Without Losing Its Essence, Hotel Leader Says

Mexico City — Tulum and the wider Mexican Caribbean must shift from growth-focused tourism to models that prioritize sustainability, identity and territorial quality, according to David Ortiz Mena, president of the Mexican Caribbean Hotel Council.

Speaking at a panel titled “What Do Destinations That Build Long-Term Competitiveness Do Differently?” held in Mexico City as part of the Cozumel Vivo Fest Pop Up, Ortiz Mena said the most successful destinations of the future will not necessarily be those that grow the most, but those that best preserve their value, identity and environment.

“The most successful destinations of the future will not necessarily be the ones that grow the most, but the ones that best manage to preserve their value, their identity and their surroundings,” he said.

The panel also featured Javier Puente García, former president of the Mexico City Hotel Association; Beatriz Barreal Danel, CEO of Riviera Maya Sostenible; and Erica Valencia Torres, executive coordinator of Mexico for Climate.

Ortiz Mena explained that Tulum achieved international recognition through a differentiated offering based on nature, wellness, authenticity and a close connection with the environment.

“Tulum understood before many other destinations that the modern traveler is not just looking for accommodation; they are looking for connection, meaning and experiences with identity,” he said.

He noted that part of Tulum’s success came from daring to build a different narrative compared to traditional sun-and-beach markets.

“Tourist destinations don’t just compete on infrastructure. They also compete on identity,” he said.

However, like many successful destinations worldwide, Tulum now faces challenges from rapid growth.

“The real risk for a destination is not just growing too much, but losing what made it special,” he said.

Ortiz Mena pointed out that Quintana Roo is experiencing a major paradox: while major strategic connectivity projects such as the Tulum International Airport and the Maya Train are being consolidated, significant challenges remain in urban infrastructure, mobility, sanitation and land-use planning.

“No marketing campaign can replace a well-managed territory,” he said.

Sustainability is no longer just an environmental conversation, he added, but also an economic, territorial and strategic one for the future of tourist destinations.

“Long-term tourism competitiveness will increasingly depend on territorial quality and the ability to preserve value over time,” he said.

Ortiz Mena praised initiatives like the Cozumel Vivo Fest for fostering deeper conversations about the future of tourism, sustainability and the relationship between community, territory and tourism development.

“Today, the tourism of the future will not compete just on beauty. It will compete on territorial quality,” he concluded.