Tulum’s Tourism Slump: Mayor’s Plan to Rebound

Tulum, Mexico — Tulum Mayor Diego Castañón has addressed viral criticisms claiming that "Tulum has no tourism," acknowledging that October is historically a low season and that this year "we have had a season a little bit lower," but he assured that hotel occupancy will rebound between November and March to 94 percent with the arrival of national and international visitors. He also explained that sargassum complicated the summer season, with the influx being "enormous quantities," though it has now almost disappeared. Castañón considered that the controversy has been politicized and called to "continue promoting" the destination.

What Happened to Tulum? Data Explaining the Drop

The mayor's comments come after several media outlets reported an unprecedented drop in visits to Tulum. Official data registered that hotel occupancy in the coastal zone plummeted to 30 percent during the summer, while in the town center it fell to 15 percent.

Experts and authorities explain that the record sargassum of 2025, high prices, and beach access fees affected the destination's image. The opening of the Jaguar National Park introduced fees of 415 pesos for foreigners and 255 pesos for Mexicans to enter the beaches, which generated protests.

Furthermore, average hotel rates reached 450 dollars per night and taxis charged up to 25 dollars per trip, while services did not always correspond to those prices.

Official Reaction and Rescue Measures

The criticism generated a response from the state and municipal governments. On October 8, official sources reported that 15 hotels and beach clubs signed an agreement to guarantee free access to the beach through their properties, eliminating fees and minimum consumption requirements.

Among the participants are Papaya Playa Project, La Eufemia, Casa Violeta, and Selina Tulum.

The measure seeks to reverse the perception of an exclusive and inaccessible destination. The same report details that the creation of the Jaguar Park closed traditional access points and sparked protests; however, social pressure forced authorities to seek solutions.

Castañón mentioned in a video that he is working with Governor Mara Lezama to enable new entrances to the Jaguar Park.

"The southern access is already there, I am sure that the northern access is about to be ready," he said, which would alleviate complaints about the fees and lack of entry points.

Events and Assets That Continue to Attract Tourism

Despite the drop, Tulum remains a magnet for national and international tourism. One of the attractions that will reactivate demand is the Zamna Festival, an electronic music gathering in the heart of the jungle.

The travel blog Xaman-Ha Connections describes Zamna as a festival that combines world-class "beats" with the atmosphere of the Tulum jungle. The 2025 edition promises a lineup of global artists, wellness sessions at dawn, and parties in cenotes and lakeside venues.

The same guide notes that the festival organizes pre-parties in different locations across the Riviera Maya and offers activities like yoga and Tulum gastronomy.

In addition to Zamna, the local calendar includes sports competitions, cultural exhibitions, and the opening of the second phase of the Jaguar Park, a project intended to combine conservation and tourism.

The mayor recalled that the Mexican presidency and the state government are promoting the Maya Train and the Tulum International Airport, infrastructure that will increase connectivity.

A Call for Honesty and Sustainability

The narrative of a desolate Tulum is not entirely false; the drop in occupancy and criticism of prices are documented facts.

However, the response from authorities and business owners indicates the situation is reversible. Castañón asked residents and merchants not to spread "gossip" or discourage tourism.

"We must not politicize the issue," he said. His call reminds that every tourist hub is governed by seasons, and that the "low season" is key for planning and correction.

For Tulum to fill its hotels again, consulted specialists emphasize the need for fair prices, better services, free access to beaches, and sustainable tourism that respects the ecosystems.

In this vein, the liberation of access points and the arrival of festivals are important steps. Tulum remains a diamond of the Riviera Maya, but its shine depends on how it manages its resources and the willingness of its authorities and business owners to correct mistakes and listen to travelers.

Infrastructure, Community Tourism, and Priority Projects: The Government's Bets to Restore Tulum's Shine

Since the start of this administration, the Tulum government has taken quantifiable steps toward urban improvement and social inclusion. A historic public investment of more than 150 million pesos has been recorded in infrastructure works, including urban beautification, lighting, drainage, and connecting marginalized neighborhoods.

Municipal President Diego Castañón Trejo reported that over 120,000 m² of roadways have been paved and 16,000 m of streets rehabilitated. In addition to granting a thousand educational scholarships at all levels and guaranteeing free access to beaches as a policy of social justice, the municipality seeks not only to recover from the tourism slump but also to rescue the social function of the destination.

This effort has also been oriented towards more inclusive tourism, where community tourism takes a leading role. In this model, local communities participate directly in the tourism offering, as guides, operators of simple lodgings, producers of crafts, or hosts of cultural experiences.

The idea is for income to stay within the territory, strengthen local identities, and reduce dependence on mass tourism. However, Tulum faces tensions with its dominant tourism model: high hotel rates, beach access fees within National Parks, sargassum influx, and a real drop in hotel occupancy. These realities clash with the community aspiration, as many small providers are excluded due to the operating costs demanded by the traditional market.

Despite the adversity, Tulum continues to figure on the national tourism map as a destination with strategic weight. Economic data estimate the municipality contributes 3.8 percent of the state's Gross Domestic Product, with a value of around 15,500 million pesos in formal economic activity and more than 20,000 active formal jobs.

The arrival of more than 200 new real estate projects during 2024 also stands out, reflecting investor confidence even in contexts of slowdown.

Furthermore, the inauguration of the Tulum International Airport in December 2023 has reinforced connectivity; in 2024 it handled more than 1.2 million passengers, positioning itself among the most important emerging airports in the country.

Together, these indicators show that although Tulum is going through a difficult juncture, the destination remains a capital of the Riviera Maya and has a resilient base for its recovery.