Tulum Renace Strategy Showing Early Results, Tourism Secretary Says

Tulum, Quintana Roo — Three weeks after the launch of the “Tulum Renace” strategy, Mexico’s Tourism Secretary Josefina Rodríguez Zamora said the program is already delivering positive results, with tourism service providers reporting an approximately 10 percent increase in visitor numbers. Rodríguez Zamora led a follow-up meeting with authorities and industry representatives to assess progress on the initiatives announced by President Claudia Sheinbaum Pardo.

During her visit, Rodríguez Zamora said participants included members of Grupo Mundo Maya, Fonatur, and the federal Tourism Secretariat, with the goal of reviewing the ten commitments made to strengthen tourism activity in Tulum. She said these meetings allow the government to hear directly from the sector and provide detailed follow-up on each action.

“We are here to follow up on the ten points you heard from our president, Dr. Claudia Sheinbaum Pardo. The entire Grupo Mundo Maya team, the Fonatur team, and the Tourism Secretariat team are here specifically to listen to the sector. We always have working sessions where we follow up on each of the points,” the secretary said.

The official highlighted that, according to testimonials gathered during meetings with business owners and service providers, a recovery in tourist arrivals is beginning to be observed. However, she clarified that the goal is to maintain ongoing promotion to continue increasing visitor numbers and consolidate the tourism sector’s recovery.

Rodríguez Zamora noted that in addition to the promotion strategy and word-of-mouth effects among visitors, strengthening tourism infrastructure will be key to driving Tulum’s growth in the coming months. She added that Mexico’s government will continue holding periodic working meetings to monitor the commitments and address the needs raised by different tourism industry stakeholders.