Tulum is preparing for a surge in international connectivity. According to Bernardo Cueto Riestra, Secretary of Tourism for Quintana Roo (Sedetur), several routes will return to Tulum International Airport this November, marking the first step in a state-wide plan to strengthen air access across Mexico’s leading tourism region.
Cueto said the state government is working closely with airlines to expand service to all four international airports in Quintana Roo by 2026. “We’re coordinating with multiple carriers to reinforce connectivity, and in 2026, new routes will be announced for every airport in the state,” he told El Heraldo this week.
The announcement aligns with the state’s broader goal of diversifying entry points to the Riviera Maya and consolidating its role as the Caribbean’s main tourism hub.
New international campaign to promote Tulum’s global appeal
As part of this strategy, Cueto confirmed a $3.2 million international promotion campaign focused on positioning Tulum among the most desirable destinations in the Mexican Caribbean. The campaign targets the United States and Canada, two of Quintana Roo’s most important markets, while also expanding participation in major global tourism fairs.
“We are convinced that Tulum is more beautiful than ever, and we want to show it to the entire world, both national and international visitors,” Cueto said. The statement reflects the administration’s confidence in Tulum’s recovery following a complex year of rapid urban growth, new infrastructure projects, and ongoing environmental scrutiny.
The initiative is also part of Quintana Roo’s strategy to stabilize visitor flows between its main destinations, Cancún, Tulum, Cozumel, and Chetumal, so that economic benefits reach more communities beyond the state’s traditional tourism centers.
Cancún remains the global gateway
While Tulum’s airport gains attention, Cancún International Airport continues to dominate the region’s air network. Cueto highlighted that Cancún is currently connected to 16 cities hosting matches for the 2026 FIFA World Cup and maintains strong links with Europe and South America.
“Quintana Roo will be the great gateway for many of those visitors,” he said, emphasizing the state’s expectation of significant spillover tourism during the World Cup period. With its proximity to major venues and robust infrastructure, Cancún appears poised to benefit from one of the largest sporting events in global history.
Industry observers note that these efforts coincide with a new phase in Mexico’s tourism development strategy, one that prioritizes connectivity, sustainable investment, and regional equity. For Quintana Roo, balancing high-volume tourism with environmental preservation remains a defining challenge.
Balancing growth and access: Sheinbaum calls for open beaches in Tulum
Amid the optimism surrounding tourism growth, a different debate is unfolding along Tulum’s coastline. President Claudia Sheinbaum urged hotels, businesses, and private property owners this week to guarantee public access to beaches, reinforcing long-standing legal requirements often ignored in practice.
“There must be public access to the beaches, as the law establishes, and it must be fulfilled,” Sheinbaum said during her morning press conference. “In places where hotels or commercial spaces have blocked access for years, these routes must be reopened. The law is clear, and it must be followed.”
Her remarks sparked renewed discussion across the Riviera Maya about the tension between private development and public rights. Many residents argue that as Tulum grows into a global brand, the town must ensure that its natural assets remain accessible to all.
The issue reflects broader national debates over land use, environmental protection, and equitable tourism planning. For Quintana Roo, where economic dependence on tourism is profound, these decisions could shape the region’s social and ecological future as much as any new flight route.
What’s next for Tulum’s tourism ambitions
The convergence of new air routes, promotional investment, and political attention underscores how Tulum sits at the intersection of Mexico’s tourism policy and global perception. The return of flights in November could signal renewed confidence among airlines, while the 2026 connectivity plan suggests a long-term vision to decentralize tourism beyond Cancún.
If successful, this expansion could redefine the tourism map of the Mexican Caribbean, linking Tulum’s boutique image with broader regional mobility. Yet the call for open beaches serves as a reminder that growth, without balance, risks undermining the very appeal that draws travelers in the first place.
The coming months will reveal whether Tulum’s model can evolve into one that integrates access, sustainability, and global reach. For now, optimism and scrutiny coexist along its shoreline.
Tulum remains at the heart of Mexico’s tourism conversation, where infrastructure, identity, and inclusion are once again on the line.
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