Yucatán Bets on Connectivity and Business Events to Boost Tourism

Mérida, Yucatán — Yucatán will step up tourism promotion in Mexico and abroad during the second half of the year, focusing on expanded air service, international visitors and business events to sustain the sector’s momentum, officials said.

At a press conference, Darío Flota Ocampo, head of the state Tourism Development Secretariat (Sefotur), and Juan José Martín Pacheco, president of the Yucatán Hotel Association (AMHY), outlined a strategy that includes a new flight schedule, international marketing campaigns and a push for conventions and meetings.

International arrivals a key focus

More than 1.5 million visitors have arrived in Yucatán so far this year intending to stay overnight, including over 330,000 international travelers, up 2.6% from the same period a year earlier, according to data presented by Sefotur. Yucatán ranks third among Mexican states in terms of its share of international visitors, and tourism accounts for 16.1% of the state’s gross domestic product.

The international market represents one of the main areas of opportunity, so the plan seeks to expand Yucatán’s presence in other countries while reinforcing markets already connected to the destination.

Air connectivity to grow in winter

Air access is expected to play a central role in attracting tourists. For the winter season, the Guatemala City–Mérida, Toronto–Mérida and Calgary–Mérida routes are scheduled to begin operating. During the second half, authorities plan to maintain nine international and 13 domestic connections.

Meetings and conventions add economic impact

The business events segment is part of the push to diversify arrivals. Mérida is one of Mexico’s most active cities in this market, and 38 events are confirmed for this year. They are projected to bring together 41,460 participants and generate more than 1.33 billion pesos in economic activity.

Sefotur will also participate in eight international and 12 national industry events, including Canada’s Global Travel Market, promotional activities in the United States, FIT 2026 in Argentina and World Travel Market in London. The list also includes the Wedding Summit in Quintana Roo and the Pueblos Mágicos tourism fair.

Campaigns aim to keep Yucatán visible

Several advertising efforts will support the strategy. “Santuario Maya” will target national and international audiences, particularly markets with direct flights to Mérida. “Conociendo Yucatán” will focus on local and regional travelers, while “Hospédate en Yucatán,” prepared with the hotel association, is designed to boost overnight demand.

The campaigns will appear in media in Mexico and the United States, keeping Yucatán in front of travelers planning their next trips.

According to the state’s tourist profile, 58.6% of visitors are first-time travelers, drawn mainly by Yucatán’s culture, nature and gastronomy. The state currently has 742 hotels and 17,693 rooms, infrastructure that serves both leisure and business-event travelers.