The Caribbean sun still draws them in, curious, restless, camera-laden travelers chasing turquoise dreams. But behind Tulum’s postcard-perfect façade, there’s a storm quietly brewing. And David Ortiz Mena, president of the Council of Hotels of the Mexican Caribbean, isn’t mincing words: “Tulum can’t go it alone.”
At the recent municipal address delivered by Tulum’s mayor, Diego Castañón Trejo, Ortiz Mena threw his full weight behind the local government’s initiatives, particularly in security, environmental challenges like sargassum, and the ambitious rollout of Parque del Jaguar. But his support came with a caveat: This fight belongs to all of us.
Summer Slump, Winter Hopes
After a summer that fell short of expectations, the Mexican Caribbean’s hotel sector is pinning its hopes on the upcoming winter season. Ortiz Mena projects hotel occupancy to bounce back to 2024 levels by November.
“I believe we had a downturn this summer, but it wasn’t specific to Tulum,” he said. “There were broader factors at play, aviation issues, external disruptions. But winter looks solid. Occupancy should stabilize as we move toward the end of the year.”
Currently, hotels are operating at just over 52 percent capacity. That number, he added, is expected to climb as the year winds down. The optimism is cautious, but grounded in years of seasonal trends.
A Region Under Pressure
Ortiz Mena’s remarks painted a nuanced picture of the industry. While visitor numbers continue to grow, hotel occupancy hasn’t followed suit. The reason? A surge in the availability of accommodations, particularly vacation rentals.
“We’ve seen major growth in the number of rooms. We now have around 136,000. That puts us not far behind Las Vegas,” he noted, a comparison that underscores just how rapidly the Riviera Maya has scaled up.
The expansion, however, hasn’t come with sufficient regulation. Platforms offering short-term rentals have exploded, with more than 32,000 units registered in Quintana Roo alone. Ortiz Mena didn’t hesitate to call for limits and better planning, suggesting that unchecked growth could destabilize the industry’s foundation.
And it’s not just about numbers. The leader also expressed concern about restricted beach access, particularly within Parque del Jaguar, calling it a growing social grievance. “There is clearly a public outcry that must be addressed. I know there are conversations at the highest level, and I trust it will be resolved favorably,” he said.
Infrastructure and Identity
Tulum’s transformation from off-the-map boho escape to global hot spot hasn’t been seamless. Ortiz Mena acknowledged ongoing issues: sargassum invasions, overdevelopment, illegal vacation rentals, and insufficient infrastructure to support the growing demand.
“There’s a lot we need to work on to improve the visitor experience, and efforts are underway,” he said. But he was quick to emphasize that responsibility doesn’t rest solely with public officials. “Everyone in Tulum lives off tourism, from taxi drivers to hoteliers. We all need to be conscious of that.”
One example of what’s at stake: Parque del Jaguar. Touted as a flagship eco-tourism project, the park has the potential to reshape Tulum’s image. But the initiative also raises questions about accessibility, conservation, and equity, questions that still don’t have clear answers.
Safety Measures and a Shared Path Forward
Ortiz Mena acknowledged that the local government has made progress on security. Programs like Blindaje Tulum and the creation of the Policía Ejecutiva, along with plans for a Policía Turística in 2026, are building public confidence. But budget constraints and a growing floating population make sustained success difficult.
Even with visible improvements, long-term trust from visitors and investors will hinge on consistent, collaborative action. “The key,” Ortiz Mena reiterated, “is unity among government, private sector, and society.”
A Larger Picture: Mahahual’s Deep Discounts
The pressures facing Tulum are echoed elsewhere. In Mahahual, another beach town in Quintana Roo, hotel owners are slashing prices by up to 50 percent to survive the low season. Rates as low as 500 pesos (around $27 USD) are being advertised to attract domestic tourists. Gerardo Pérez Zafra, head of Coparmex in Mahahual, confirmed that targeted campaigns will roll out across southern Mexico to boost national tourism.
It’s a reminder that even within the broader “success” of the Mexican Caribbean, cracks are forming. Those who adapt creatively may survive. Those who don’t might get washed away in the tide.
What’s Really at Stake?
At the heart of Ortiz Mena’s message is a fragile equilibrium: one of Mexico’s crown jewels in tourism could lose its shine not because of a single failure, but due to collective inaction. The tools exist. The warning signs are visible. But so is the possibility of recovery.
As The Tulum Times continues to follow this evolving story, the question remains: will the alliance between business, government, and community hold strong, or unravel?
Ortiz Mena’s words linger: “Tourism isn’t just an industry here. It’s the air we all breathe.”
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How should Tulum balance growth with preservation, and who should lead that change?