Yucatán Agencies Focus on Value as Archaeological Site Fees Rise

Mérida, Yucatán — Travel agencies in Yucatán are responding to recent fee increases at archaeological sites by developing comprehensive experiences that add value beyond basic site visits, according to industry leaders.

Alain Hameid Cabrera Ramírez, president of the Mexican Association of Travel Agencies (AMAV), Yucatán chapter, acknowledged that fee adjustments are necessary for the conservation of heritage sites like Chichén Itzá, a UNESCO World Heritage Site. However, he warned that these increases could affect competitiveness when compared to other cultural destinations in Mexico such as Teotihuacán, Monte Albán, or Palenque, which have simpler fee structures.

“As an association and as tourism entrepreneurs, we understand that fee adjustments are necessary for the conservation of heritage sites like Chichén Itzá, a World Heritage Site. However, we must also recognize that these increases can affect competitiveness, especially when compared to other cultural destinations in the country like Teotihuacán, Monte Albán, or Palenque, which have simpler fee structures,” said Cabrera Ramírez.

The business leader noted that even within Yucatán itself, archaeological zones like Tulum, Cobá, and Uxmal have different access schemes than Chichén Itzá, which influences visitor perception.

“The challenge is not just the price, but how the cost relates to the experience we offer compared to these destinations,” he added.

Referring to recent increases in access fees to the Chichén Itzá archaeological zone for this year, the AMAV president emphasized that the fundamental goal will be to prevent these adjustments from fostering unfair price competition practices.

From the perspective of agencies affiliated with AMAV, Cabrera Ramírez stressed the importance of betting on comprehensive experiences.

“The sector commits to developing alternatives that complement the visit, integrating products such as ecotourism, tours of Mayan communities, and gastronomic experiences. When a visitor receives a well-designed experience with added value, the adjustment in access cost becomes secondary and a greater overall benefit of the trip and included services is perceived,” he said.

Regarding the impact of the fee increase on travel agencies, the leader indicated that the situation forces a rethinking of excursion structures.

“It’s not just about prices or margins, but about how we design and deliver the experience to the visitor. We do not encourage unfair competition practices; our mission is to enrich the tourist experience in Yucatán,” he emphasized.

The president of AMAV Yucatán highlighted that travel agencies are a fundamental link in the tourist experience.

“We don’t just commercialize a service; we are an essential part of what visitors experience when learning about the cultural, natural, and human wealth of Yucatán. Avoiding a price war is key to protecting the quality of the destination and its long-term image,” he affirmed.

He also emphasized that, far from compromising service quality or generating a negative experience for visitors, agencies are betting on compensating cost adjustments with additional cultural, gastronomic, community, or nature-based activities. This way, the access price becomes secondary to the integral value of the trip, strengthens positive perception of the destination, and promotes greater economic spillover in the state.

The interviewee reaffirmed AMAV Yucatán’s commitment to maintaining service quality and visitor experience as a priority, despite the fee adjustments applied at archaeological zones.

“The commitment of the Mexican Association of Travel Agencies Yucatán is to maintain service quality and visitor experience as a priority, despite the fee adjustments applied at archaeological zones,” expressed Alain Hameid Cabrera Ramírez, president of the state delegation.