Tulum to Shine in 2026 World Cup Tourism Push

Cancún, Mexico — In preparation for the 2026 FIFA World Cup, Mexico’s Federal Tourism Secretariat and Visit México, in coordination with the Tulum Tourism Promotion Council, have convened national tourism leaders and private-sector stakeholders to present an ambitious promotional campaign. The initiative aims to position Mexico as a premier global destination, even though Tulum will not host any matches during the tournament.

Strategic Focus on Tulum’s Global Appeal

The event was led by Caleb Ordóñez Talavera, Director General of Visit México, who outlined the action plan designed to capitalize on the international attention generated by the World Cup. Mexico will co-host the event alongside the United States and Canada. The campaign seeks to strengthen the country’s image by highlighting its cultural, natural, and gastronomic attractions, with Tulum playing a central role due to its growing international profile and unique appeal.

The meeting emphasized collaboration between government agencies, private enterprises, and local communities to leverage tourism as a driver of economic and social development. The project is expected to mark a turning point in Mexico’s tourism promotion, attracting investment, visitors, and new opportunities.

Government Support and Regional Commitments

The strategic plan follows direct instructions from President Claudia Sheinbaum, who has prioritized promoting key tourist destinations ahead of the World Cup. Quintana Roo Governor Mara Lezama reaffirmed her commitment to revitalizing the Mexican Caribbean’s economy, underscoring Tulum’s role in sustainable and cultural development.

The campaign includes a national and international promotional push to attract travelers before, during, and after the tournament, leveraging Mexico’s status as a host nation.

Airports Positioned as Key Entry Points

As previously reported by REPORTUR.mx, Tulum and Cancún airports aim to draw World Cup travelers seeking pre- or post-match vacations. Tulum’s airport authorities intend to establish it as a primary gateway, while Cancún prepares to receive an estimated 40% of these tourists, according to Quintana Roo Senator Eugenio Segura.