Quintana Roo’s Evolution and Specialization in Tourism
At the FITUR 2026 International Tourism Fair in Madrid, Spain, the Quintana Roo delegation, led by Governor Mara Lezama, launched the “Caribe Mexicano: The World’s Vacation Capital” tourism promotion campaign. This initiative aims to solidify Quintana Roo’s position as Mexico and the Caribbean’s leading destination, enhance its international projection, and stimulate new investment opportunities and strategic alliances with key European and global markets.
Campaign Highlights
- Quintana Roo advances towards international consolidation, aligning with major global events like the 2026 FIFA World Cup, ensuring readiness in infrastructure, air connectivity, tourism services, and organizational capacity.
- The campaign focuses on five key aspects: leading international destination, 12 interconnected destinations, new infrastructure, new brand architecture, and a novel governance model.
- Notable destinations mentioned include Cancún, Costa Mujeres, Puerto Morelos, Riviera Maya, Tulum, Costa Maya, Bacalar, Mahahual, Cozumel, and Chetumal (the capital).
Governor Lezama’s Announcement and Emphasis on Cultural Aspects
During the presentation, Governor Lezama highlighted the collaborative effort behind the campaign and announced a surprise: a song to accompany it. She expressed her pride in promoting Quintana Roo’s culture, history, and unique experiences to the world.
“We are democratizing tourism here at FITUR, gathering not just with fellow industry professionals but also sharing our culture, history, and traditional skills like melipon beekeeping and local culinary expertise with the world,” Governor Lezama added.
Campaign Objectives and Collaboration
The new campaign, according to Tourism Secretary Bernardo Cueto, seeks to elevate Quintana Roo’s international positioning as a strategic destination by 2026. It aims to strengthen the destination brand in priority European markets and forge alliances with tour operators, airlines, investors, and international organizations to attract new tourism investments focused on infrastructure, sustainability, and high-value experiences.
Key Participants
- Bernardo Cueto Riestra, Secretary of Tourism for the state
- Andrés Martínez Reynoso, Director of the Quintana Roo Tourism Promotion Council
Key Questions and Answers
- What is the main objective of the new tourism campaign? The campaign aims to consolidate Quintana Roo’s position as Mexico and the Caribbean’s leading destination, enhance its international projection, and stimulate new investment opportunities and strategic alliances with key European and global markets.
- What makes this campaign unique? This campaign is the first of its kind to include a song, alongside five key aspects focusing on Quintana Roo’s leading international status, interconnected destinations, new infrastructure, brand architecture, and governance model.
- What role does cultural promotion play in the campaign? The campaign emphasizes Quintana Roo’s culture, history, and traditional skills to showcase its unique offerings to the world.
