Yucatán’s “Santuario Maya” Aims for Longer, Sustainable Stays

Mexico City — Yucatán Governor Joaquín Díaz Mena unveiled the "Santuario Maya" campaign on Friday, a tourism promotion strategy aimed at attracting more national and international visitors while encouraging longer stays to boost community-based tourism and sustainable economic development. The initiative was launched in the nation's capital.

A Vision Beyond Promotion

Díaz Mena emphasized that the campaign represents more than a marketing effort: "It is a vision, a way of feeling and experiencing Yucatán." He stressed that the state's appeal lies not only in its landscapes or historical wealth but in its living identity—rooted in its communities, cuisine, language, and ancestral traditions.

The governor explained that the goal is to invite tourists to extend their visits and explore both well-known destinations and lesser-known corners of the state.

"We want visitors to Yucatán to stay longer and discover everything the state has to offer. To see iconic sites like Chichén Itzá or Uxmal but also venture to places like Chacmultún, explore our Magical Towns, enjoy our cuisine, visit haciendas, and hear our Mayan language."

Targeting Diverse Tourism Segments

The "Santuario Maya" campaign seeks to position Yucatán as a multidestination capable of attracting families, couples, and specialized segments such as luxury, wellness, and business tourism. The state offers high-end tourism infrastructure, including boutique hotels in converted haciendas, experiences via private plane or yacht, and competitive options for events and conferences.

"Yucatán is also a place to reconnect with oneself. We offer tranquility, nature, and physical and spiritual well-being. It’s a complete destination where you can close a business deal in the morning and relax in a cenote by the afternoon," Díaz Mena noted.

Enhanced Connectivity

The governor highlighted improved connectivity through the Tren Maya, which links Yucatán with other Mayan world destinations like Cancún, Tulum, Campeche, and Palenque, while also providing access to tourist gems such as Izamal, Valladolid, Mérida, Maxcanú, and Pisté.

By air, Mérida offers direct flights to 12 Mexican cities and international connections to Miami, Orlando, Houston, Dallas, Havana, and Guatemala.

"Today, we have the opportunity to show the world everything we are—with respect and pride—and solidify Yucatán’s image as a true global Mayan Sanctuary," Díaz Mena concluded.

The event was attended by Secretary of Tourism Development Darío Flota Ocampo and Juan José Martín Pacheco, president of the Mexican Hotel Association in Yucatán.