Xcaret Park Sued for Maya Cultural Appropriation

RIVIERA MAYA, Mexico — Xcaret, the world-famous ecotourism park, resort, and cultural show venue in the Riviera Maya, is now entangled in a heated national debate. A legal claim accuses Xcaret of cultural appropriation of Maya symbols, alleging that the park’s use of those symbols in logos, attractions, events, and branding violates the rights of the Maya community.

The dispute began in 2024, when the Gran Consejo Maya (Great Maya Council), with support from Indautor (Mexico’s National Copyright Office), filed a formal complaint. They assert that Xcaret’s founder, Miguel Quintana Pali, has employed sacred Maya iconography without consent, infringing Mexico’s laws protecting the cultural patrimony of Indigenous peoples.

In response, authorities reportedly requested that Xcaret cease use of certain Maya elements in its promotions and events, including during its flagship Hanal Pixán / Day of the Dead festival. Xcaret countered with a legal injunction, allowing them to maintain use of the symbols while the dispute is judged. As a result, this year’s November 1–2 events are planned to go forward under the existing visual themes.

Political Intervention

The controversy drew national attention when President Claudia Sheinbaum committed to reviewing the matter publicly at the National Palace. She called on the Secretary of Culture to examine whether Xcaret’s use of Maya elements is legitimate or harmful, stating that the government will scrutinize the case.

While she has not announced a formal ruling, her involvement has raised the stakes and put pressure on both Xcaret and the state administration to clarify what is acceptable under Mexican law.

Historical and Cultural Context

Xcaret, originally the ancient Maya site known as Polé, sits on a coastal Maya city with archaeological remains and historical importance. Over time, the park developed into a cultural-ecotourism destination using Maya-inspired narratives and imagery along with immersive storytelling. But critics argue that these “archaeonarratives” can oversimplify, commodify, and decontextualize Maya culture for tourism consumption.

In fact, in 2023, Indautor had already issued precautionary measures requiring Xcaret to remove Maya cultural elements from its advertising and promotional materials, including tourist packages, tours, and branding tied to Maya heritage.

This isn’t Xcaret’s first legal challenge. In December 2024, Profeco (Mexico’s federal consumer protection agency) launched a public breach-of-contract suit citing hundreds of consumer complaints against Xcaret’s park, hotel, and loyalty services. In 2021, Xcaret was also accused of pressuring visitors to sign waivers in fatal incident cases.

So the current claim adds a layer that strikes at the heart of identity and cultural sovereignty, not just customer relations.

The case is likely to unfold over months or even years. If the rights claim succeeds, Xcaret may be forced to adjust its branding, remove or modify symbolic elements, and pay damages or royalties to Maya institutions.

For now, the injunction keeps things status quo—Maya symbols remain part of the imagery and events—while the country watches.

For locals, tourists, and cultural observers alike, the question is no longer just about entertainment or promotion. It’s about respect, ownership, and who gets to tell the story of Maya heritage in the modern Riviera Maya.