Background on Quintana Roo and its Importance
Quintana Roo, a Mexican state known for its stunning Caribbean destinations like Cancun and Cozumel, is actively working to regain its position in the Colombian tourism market. Historically, Colombia was the third most significant market for Quintana Roo, but it experienced an unprecedented double-digit decline in 2025.
Quintana Roo’s Participation in Vitrina Turística
To recover the Colombian market, the Secretariat of Tourism and the Quintana Roo Tourism Promotion Council will attend the Vitrina Turística in Bogotá, Colombia, from February 25 to 27. This event is the most important travel fair in Colombia and a significant reference in Latin America, organized annually by the Colombian Association of Travel Agencies and Tourism (ANATO) since 1982.
- Vitrina Turística brings together all 32 Colombian departments, international destinations, and over 40,000 travel sector professionals, including exhibitors and co-exhibitors.
- Quintana Roo aims to replicate its success at the International Tourism Fair in Spain (FITUR) and showcase itself as the gateway to the FIFA World Cup, highlighting its air connectivity to the 16 cities hosting the matches.
Colombian Market Decline and Quintana Roo’s Efforts
According to statistics from the Migration Policy Office of Mexico’s Secretariat of Government, the Colombian market declined by -43.4% between 2022 and 2024. By 2025, it dropped to the ninth most important market for Quintana Roo.
Quintana Roo’s Secretary of Tourism, Bernardo Cueto Riestra
Secretary Bernardo Cueto Riestra has announced significant efforts to improve the treatment of Colombian travelers at Cancun and Mexico City airports’ immigration filters. This improvement is expected to boost the number of Colombian visitors, taking advantage of the FIFA World Cup opportunity.
- Airlines have identified this temporary upswing and are planning to resume flights from Colombia, which were lost in the past two years, as well as from Brazil, where only one connection operated by Gol remains.
- The situation in Brazil mirrors that of Colombia, as it no longer ranks among the top 10 markets for the Mexican Caribbean. Five or seven years ago, Brazil competed with Argentina in sending tourists to Mexico.
Key Questions and Answers
- What is the main goal of Quintana Roo’s participation in Vitrina Turística? The primary objective is to regain the Colombian tourism market, which was once the third most significant after experiencing a double-digit decline in 2025.
- Why is Vitrina Turística important for Quintana Roo? As one of the most crucial travel events in Colombia and a Latin American reference, it offers Quintana Roo the chance to connect with Colombian travel professionals and promote its destinations.
- What measures is Quintana Roo taking to improve the Colombian market? Efforts include enhancing the treatment of Colombian travelers at immigration filters and capitalizing on the FIFA World Cup to attract more visitors.
- How has the Colombian market changed for Quintana Roo? The Colombian market declined by 43.4% between 2022 and 2024, dropping from the third-largest market to the ninth by 2025.
- What is the current status of flights from Colombia and Brazil to Quintana Roo? Airlines have recognized the temporary upswing and plan to restart flights from Colombia (lost in the past two years) and Brazil (currently only one connection operated by Gol remains).
