Cancún’s WTM 2025: No New European Flights

London, England — The World Travel Market (WTM) London 2025 concluded with mixed results for the Mexican Caribbean. While the delegation from Quintana Roo consolidated key promotional agreements, it returned without having secured the attraction of new European flights beyond those already announced. This stagnation contrasts with a crucial announcement from Hyatt regarding Jamaica.

Multi-Million Dollar Promotion for Quintana Roo Without New Air Routes

The Mexican Caribbean's participation in the World Travel Market (WTM) London 2025 ended with the confirmation of the continuity of existing operations, but without the attraction of new flights from important European markets, beyond the already announced services from British Airways or Aer Lingus.

Despite this result, the State Secretariat of Tourism (Sedetur) and the Quintana Roo Tourism Promotion Council (CPTQ) praised that they finalized various meetings with airlines and wholesalers, which, they assure, will boost the destinations of the entity, especially Tulum.

Among the main financial agreements that were highlighted, the promotion strategy focused on subsidies and cooperative campaigns:

• It was confirmed that a payment will be made to Tui Group to execute joint marketing efforts.
• British Airways simply reaffirmed the continuity of its daily operation to Cancún in 2026.
• Virgin Atlantic, in its return to the destination with good occupancy, will have cooperative campaigns that will be directly supported by the government of Quintana Roo, as reported by La Jornada.
• Aer Lingus, which is scheduled to begin its flight from Dublin to Cancún starting January 6, 2026, will also receive funds for a joint promotion campaign.

In parallel to the fair, the committee met with Ávoris, Soltour, World2Meet (W2Meet) and El Corte Inglés, anticipating strategies for Fitur 2026 and focusing on the consolidation of the markets of Spain and Portugal.

Diplomatic Efforts and the Leadership of Mara Lezama

Bernardo Cueto Riestra, Secretary of Tourism of Quintana Roo (Sedetur), met with the director of the Selection of Travel Alerts at the United Kingdom's Foreign Ministry. The objective of this meeting was to improve the perception and safety of the Mexican Caribbean's tourist destinations among British travelers.

The head of Sedetur highlighted governmental support in his assessment of the mission: "The participation of the Mexican Caribbean in WTM London 2025 reaffirms the tourist leadership of Quintana Roo on the global stage. Thanks to the impulse and support of Governor Mara Lezama, we continue to consolidate strategic agreements that guarantee effective promotion of all our destinations and strengthen connectivity with Europe, thus contributing to the well-being of the people of Quintana Roo through sustainable and responsible tourism," stated Cueto Riestra.

The British market, vital for the entity's economy, has maintained its importance. From January to August 2025, the Mexican Caribbean received more than 245 thousand British tourists, a figure that represents 78.9% of the total visitors from the United Kingdom to Mexico. These travelers have an average stay of 10 days, contributing significantly to the economic spillover, as previously reported by REPORTUR.mx.

The Competitive Factor: Hyatt Reopens Jamaica After Hurricane Melissa

While Cancún secured its promotion, the hotel sector faced a reactivation announcement from a strong Caribbean competitor. Hyatt Inclusive Collection reported that it has temporarily closed eight of its all-inclusive resorts in the Montego Bay area of Jamaica, following the devastating Hurricane Melissa.

Nonetheless, the chain confirmed that these resorts are scheduled to reopen on January 31. Hyatt highlighted the tour operator ALG Vacations (acquired as part of its 2021 purchase of Apple Leisure Group) as a "critical distribution channel" for its vacation hotels.

The news of the massive reopening of these tourist centers in Jamaica, which the Mexican Caribbean had sought to capitalize on during their temporary closure, underscores the growing competitive pressure.

It is worth mentioning that, in the context of asset management, the CEO of Hyatt, Hoplamazian, could sell a part of ALG Vacations, according to previous reports.

Investment and development continue to be focal points. The Hyatt chain has plans to detail the 5 destinations where it will open in Mexico in 2025 with its brand. Furthermore, the former governor [no explicit name in the source text] criticizes that Tulum grew without control, order, and too quickly, lamenting the prices and insecurity of the destination.

The multi-million dollar investment in Quintana Roo's promotion at the WTM appears to focus more on retaining what it already has and mitigating threats, than on expanding new air horizons. With the imminent reopening of the offer from eight key resorts in Montego Bay, Jamaica, the Mexican Caribbean faces the challenge of maintaining its leadership in an environment where the competition, recovered from a natural disaster, returns with force to the market.