It’s not just the turquoise waters drawing Colombian travelers to Quintana Roo. Behind the scenes, tourism officials are working the flight paths, pushing hard to reopen aerial corridors to Tulum and amplify connectivity to Cancún. It’s a chess game played in meeting rooms and international fairs, quiet, deliberate, and essential.
Bernardo Cueto, Secretary of Tourism for Quintana Roo, confirmed to The Tulum Times that talks are actively underway with various airlines. The goal? New routes to Cancún and the long-awaited return of flights to Tulum’s International Airport. While no specific carriers or dates have been announced, Cueto’s language was clear: movement is happening.
“At this moment, we’re actively negotiating with different airlines to finalize new routes to Cancún and, soon, to the Tulum International Airport,” he said.
It’s a statement that might seem routine on paper. But for hoteliers, tour operators, and even small business owners from Akumal to Playa Paraíso, it signals momentum, and opportunity.
Strengthening ties with Colombia
The backdrop to these negotiations? ANATO, Colombia’s most prominent tourism fair. For years, it’s been a strategic meeting ground for Quintana Roo’s tourism board. Cueto emphasized that this annual participation goes beyond formalities, it’s where handshakes turn into contracts.
“That’s why our yearly presence at the ANATO fair is so important,” he told The Tulum Times. “This space allows us to reinforce the alliance between Colombia and Quintana Roo and to hold strategic meetings with airlines, tour operators, and tourism entrepreneurs. That’s where key agreements are born, agreements that boost connectivity and diversify travel options for Colombians interested in visiting the Mexican Caribbean.”
Colombia has emerged as a vital market for the region, not just for volume but for the type of traveler it sends. Unlike the all-inclusive-dependent tourism of decades past, the new wave of Colombian visitors is more adventurous, culturally curious, and increasingly drawn to experiences beyond sun and sand.
“We will continue to strengthen these ties to ensure that Quintana Roo remains one of the favorite destinations for the Colombian market,” Cueto added.
Diversifying the offer. beyond beaches and buffets
What’s changed in recent years? According to Cueto, everything. The days of selling paradise as a monolith of margaritas and hammocks are over. Quintana Roo has expanded its narrative, and its product.
“One of the most relevant factors in the recovery of the Colombian market has been, without a doubt, the diversification of the tourism products Quintana Roo offers,” he said.
From cenote tours to wellness retreats, jungle eco-lodges to indigenous cultural experiences, the region has repositioned itself. The modern Colombian traveler, Cueto argues, is looking for depth, and Quintana Roo is delivering.
“Today, Colombian visitors find a rich offering in culture, nature, gastronomy, adventure, and wellness experiences. It perfectly aligns with their new interests and travel styles,” he explained.
The impact of connectivity on perception
Direct flights do more than fill hotel rooms, they shape perception. When a destination is just a few hours away without a layover, it feels closer, safer, and more accessible. Cueto hinted at this psychological shift.
Improved connectivity, combined with targeted promotion and a diversified product, has generated what he calls “a positive perception.” For travelers making decisions based on time, cost, and emotional appeal, perception is everything.
And perception, much like reputation, takes work. It’s built across runways and reinforced in fairs like ANATO.
A region competing on experience, not price
Unlike Cancún’s resort-heavy model or Playa del Carmen’s nightlife-centric appeal, Tulum, and much of the surrounding Riviera Maya, is leaning into a slower, more curated identity. It’s where a mezcal tasting under the stars might carry more weight than a swim-up bar.
In this context, bringing back international routes to Tulum’s own airport is more than convenient. It’s symbolic. It tells the world that Tulum is not just an extension of Cancún. It’s a standalone destination, worthy of its own flight path.
The ripple effects of this are vast, from more tourists in Tulum Pueblo’s restaurants to increased demand for local guides fluent in both ecology and Mayan history. As Cueto’s office navigates the airline negotiations, the stakes grow clearer.
What’s next?
While no concrete launch dates were given for the new routes, the messaging suggests announcements could be imminent. These negotiations, paired with Quintana Roo’s aggressive promotional campaigns, suggest the state is not passively waiting for tourism rebounds, it’s building them.
But challenges remain. Tulum’s infrastructure, still playing catch-up with its rapid growth, will be tested with increased air traffic. Local voices will need to be part of the conversation, especially as the town balances sustainability with accessibility.
Still, for now, the energy feels directional. The question is no longer whether Colombian tourists will come, but how they’ll get here, and how ready Tulum will be when they land.
“We’re not just promoting a place,” Cueto seemed to imply. “We’re co-creating an experience that fits who travelers are today.”
What’s at stake for Tulum?
With the Caribbean tourism map getting more competitive, reconnecting Tulum directly to international markets could reshape the region’s future. The success of these negotiations might determine not just how many Colombians arrive next season, but how Tulum continues to evolve as a destination.
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What kind of traveler do you think will define Tulum’s next chapter?