Yucatán Tourism Booms with New Asian Market Interest

Yucatán, Mexico — The profile of tourists visiting Yucatán is truly varied and dispersed, according to the Secretariat of Tourism Promotion of the State Government. 60.6% of travelers are national, and the rest are foreign. Of these, 3.3% come from Canada, 16.3% from the United States, 5.9% from Latin America, and 13.5% from Europe.

However, Sefotur counted that 0.3% are from other parts of the world, such as Asia, which is a new market interested in Yucatán’s attractions.

Darío Flota Ocampo, Secretary of Tourism Promotion, noted that these results are good and have positioned Yucatán in second place nationally as the entity with the most registered projects in tourism, totaling 61, according to the count from January to September of last year. Likewise, in the country, it ranks ninth in amounts of tourism investment, with 1,132 million dollars from January to September.

The Sefotur reported that 20% of visitors arriving in the state come alone, 32.5% do so as a couple, 32.1% with family, and 15.4% with friends. Similarly, each year, 54.8% of tourists reported in the state are visiting any Yucatecan destination for the first time, 16.9% have already done so twice, 11.9% three times, while 16.4% four or more times. In conclusion, each year, a good percentage of travelers decide to discover the wonders of Yucatán for the first time.

Among the main destinations are: Chichén Itzá, Mérida, Valladolid, Izamal, Progreso, and sites offering community tourism, archaeological zones, haciendas, cenotes, and other ports.

Sefotur said that the reasons for travel are divided as follows: 8.5% to experience the culture, 2.3% attend a congress or convention, 18.4% come to know a sun and beach destination, 5.5% come for a wedding, 1.2% to reunite with a family member, 51% to explore and discover, while 13.1% arrive in the state for other reasons.

Finally, Darío Flota Ocampo hopes that 2026 will be a year with much better results than those of 2025, which he described as a good year—although it could have been better. For this, he assured that they will continue strongly with tourism promotion campaigns, both inside and outside the country.