Tulum is once again under the microscope. With hotel occupancy rates falling short of expectations and its new international airport still struggling to gain momentum, skepticism has grown around the Riviera Maya’s most emblematic destination. Yet industry leaders insist that the picture is changing.
According to Toni Chaves, president of the Riviera Maya Hotel Association, Tulum is in the midst of a recovery process fueled by an evolving tourism industry that demands rapid adaptation. “Yes, there was a campaign that damaged Tulum’s image, but in tourism, memory is short. The key is to keep working,” Chaves said. “This is a destination that grew very fast. Now it’s time to organize and improve the infrastructure. With Governor Mara Lezama, efforts are being made to achieve that.”
A campaign to rebuild confidence and global visibility
Behind the cautious optimism is a new international marketing and repositioning strategy designed to restore confidence and visibility. The Tourism Promotion Council of Quintana Roo (CPTQ), in coordination with the hotel sector, plans to launch the campaign before the end of the year. Its goal: rebuild Tulum’s reputation, strengthen infrastructure, and reclaim its role as a strategic entry point for tourism linked to the 2026 FIFA World Cup.
Officials and business leaders believe the upcoming campaign could mark a turning point, integrating new tools such as artificial intelligence and market differentiation across destinations. “We are rethinking how we promote each place,” Chaves explained. “Playa del Carmen is not the same as Bacalar or Tulum. Each has its own identity and must be communicated correctly.”
This approach aims to move beyond the one-size-fits-all model that has long dominated tourism promotion in the Riviera Maya, positioning Tulum not just as a beach town but as a brand capable of evolving with changing traveler expectations.
Local challenges echo broader tourism trends in Mexico
Tulum’s struggle for stabilization reflects a larger pattern across Mexico’s tourism industry. While the country remains one of the world’s top ten travel destinations, growth in 2024 has slowed. Infrastructure delays, flight schedule adjustments, and uneven hotel development have challenged the post-pandemic rebound.
For Quintana Roo, where tourism represents nearly 90 percent of economic activity, any fluctuation in visitor numbers is deeply felt. The Tulum International Airport, seen as a critical connector for the southern Riviera Maya, has faced slower-than-expected uptake, partly due to airline route realignments and competition from the long-established Cancún International Airport.
Still, optimism remains. “With time and the right strategy, this will normalize,” said a local travel operator who requested anonymity. “But we need better coordination between federal and state authorities. Tourists are coming, but logistics must improve.”
The political dimension behind tourism promotion
Chaves’ remarks also underline a longstanding friction between the private sector and the federal government over the disappearance of the Tourism Promotion Fund (FONATUR) and the lack of dedicated federal budgets for destination marketing.
“We need federal resources for tourism promotion. It’s fundamental,” Chaves said. “The Secretary of Tourism has told us that good news is coming soon.”
The absence of a national promotional strategy has forced states like Quintana Roo to assume much of the responsibility for positioning Mexico abroad. Analysts note that this decentralization has both benefits and risks: it allows for greater local control but also widens the gap between well-funded destinations such as Cancún and emerging markets like Bacalar or Mahahual.
Infrastructure, airports, and roads: the missing links
Beyond advertising and image, the hotel association is urging authorities to accelerate modernization efforts in airports, customs, and migration services. The state’s Federal Highway 307, connecting southern destinations like Tulum and Bacalar with Cancún, remains a key bottleneck.
Traffic congestion, safety concerns, and limited public transportation options have become recurring complaints among visitors and residents alike. Business leaders argue that without tangible improvements in connectivity and infrastructure, even the best promotional campaign will have limited effect.
“Tourism is not just about sun and sand. It’s about accessibility, security, and experience,” said an executive from the Tulum Hotel Council. “If the airport, the road, or the check-in process fails, it affects the perception of the entire destination.”
Between perception and reality, a test of leadership
The current moment tests both Tulum’s capacity for reinvention and Quintana Roo’s coordination among public and private actors. The negative campaigns circulating online, often highlighting crime, overdevelopment, or environmental issues, have undeniably dented the town’s global image. But local stakeholders appear determined to confront those narratives through transparency and tangible results.
What happens next could define Tulum’s medium-term trajectory. If infrastructure upgrades materialize and the promotional campaign resonates, the destination might recover faster than expected. If not, skepticism could harden into structural decline.
“The recovery of Tulum is not just a marketing story,” one tourism analyst noted. “It’s about governance, planning, and the ability to rebuild trust.”
Looking ahead to 2026 and beyond
With the 2026 World Cup expected to bring millions of international visitors to Mexico, Tulum’s role as a complementary destination becomes even more significant. Authorities hope that improved logistics, a refreshed image, and targeted marketing could position the Riviera Maya as an extended hub for sports tourism and cultural travel.
For Chaves and his peers, the challenge is to maintain momentum while addressing deeper issues, urban planning, environmental management, and public safety, that go beyond branding. The sense of urgency is palpable, but so is the belief that Tulum can adapt once more.
As The Tulum Times has reported in past analyses, the success of this new chapter will depend on whether words translate into sustained investment and efficient execution.
Tulum’s next season could either confirm its resilience or expose the limits of a model stretched too far by rapid growth.
The stakes are high. But in a region where the rhythm of tourism often defines the rhythm of life, the path forward will be watched closely, by investors, residents, and travelers alike.
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