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What’s New in the Mexican Caribbean
This article originally appeared in the November issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
The Mexican Caribbean is evolving — and fast. While its turquoise waters and white-sand beaches remain timeless draws, the region is redefining what it means to visit, blending luxury, culture and personalized experiences across its dozen destinations. For travel advisors, these changes offer a wealth of opportunities to craft fresh, compelling itineraries for clients.
A New Era of Luxury
At the center of this evolution is the Mexican Caribbean Tourism Board’s latest campaign, “Luxury Experience by Mexican Caribbean.” The initiative reframes luxury for today’s travelers, emphasizing time, wellness and connection as the ultimate forms of indulgence. It highlights not just the beauty of the region, but also the feeling of being fully immersed in it.
The campaign showcases a curated portfolio of experiences, from Michelin-starred dining, world renowned spas, and private yacht and helicopter transfers to award winning resorts and immersive cultural excursions. Whether clients are seeking serene hideaways on Holbox, ecological adventures in Sian Ka’an or the globally recognized appeal of Cancun, Playa del Carmen and Tulum, there’s something for every kind of traveler.
“Luxury is a deeply personal experience, and each of our destinations provides travelers the freedom to define luxury on their own terms, whether that means having the luxury of time, exclusivity or extraordinary experiences,” said Andrés Martinez, CEO of the Mexican Caribbean Tourism Board, in a recent statement. “From designer shopping and pristine, white-sand beaches to cutting-edge spa treatments and globally recognized golf courses, the Mexican Caribbean is unlike any other luxury destination in the world, and our transformative offerings will provide lifelong memories for all who visit.”
New Hotels, Resorts and Wellness Retreats
The region’s hotel scene is booming. The all-inclusive Excellence Coral Playa Mujeres, which opened in February, delivers an adults-only escape in Cancun with swim-up suites, private pools, gourmet dining and extensive recreation options.
Tulum is home to perhaps the most famous of the area’s ancient Maya ruins. (Photo Credit: Mexican Caribbean Tourism Board)
Meanwhile, Banyan Tree Veya Bacalar, set to open later this year, will emphasize wellness and eco-conscious design. Guests can reconnect with nature while enjoying personalized spa treatments and curated well-being experiences — perfect for the growing market of wellness-oriented travelers.
Mondrian Hotels & Residences Tulum, set to open in late 2025, blends the town’s bohemian charm with modern design, offering luxurious amenities such as a resort restaurant, fitness center and spa. Meanwhile, family and long-stay travelers will find Condo Hotel Aldea Nizuc (opening in 2026) appealing, with spacious suites, full kitchens and private pools.
Luxury offerings continue to expand north of Cancun, as well. The St. Regis Costa Mujeres Resort, Cancun (opening in 2026) and Park Hyatt Cancun (opening in late 2025) promise signature service, multiple dining options and stunning coastal vistas — ideal for clients seeking both relaxation and exclusive experiences.
“The Mexican Caribbean now boasts 135,000 hotel rooms across our 12 destinations,” Martinez said. “Available in a variety of formats — such as eco-boutique hotels, family-friendly resorts, luxury wellness facilities, jungle escapes and more — our extensive accommodation options appeal to a range of budget categories.”
Tulum is home to perhaps the most famous of the area’s ancient Maya ruins. (Photo Credit: Mexican Caribbean Tourism Board)
Easier Access, Smarter Travel
Connectivity is another cornerstone of the region’s growth. The recently opened Tulum International Airport and the phased rollout of the Tren Maya (Maya Train) are transforming tourism to the area, making it possible to explore multiple destinations across the region with ease.
“In 2024, the Mexican Caribbean welcomed 21 million visitors eager to explore our iconic destinations and experience our exceptional offerings,” Martinez said. “New infrastructure developments have improved accessibility between our destinations and created the ability for convenient circuit travel, where travelers can fly into one of our four international airports, reach multiple destinations via Tren Maya and our ferry ports, and depart from a separate airport.”
Airlift is also expanding. Delta Air Lines and Frontier Airlines are introducing new nonstop routes from key U.S. cities, including Los Angeles; Austin, Texas; Nashville, Tennessee; Indianapolis; Kansas City, Missouri; Detroit; and Baltimore — making weekend getaways or extended stays simpler than ever to plan.
Experiences Beyond the Beach
The Mexican Caribbean isn’t just about sand and surf anymore. Advisors can now sell experiences that combine luxury, culture and adventure. For instance, the Ichkabal Archaeological Site near Bacalar offers a glimpse into ancient Maya civilization. At the same time, private yacht charters, cenote tours and curated cultural excursions provide additional ways to personalize itineraries.
Retail-oriented visitors can indulge in high-end shopping at La Isla Cancun shopping village, home to such prestigious brands as Chanel, Rolex and Hermès. In Playa del Carmen, travelers can stroll the bustling 5th Avenue and Paseo del Carmen, where upscale boutiques and local designers mingle with cafés and openair art galleries. And for those seeking the ultimate shopping experience, Grand Outlet Riviera Maya stands as Latin America’s largest luxury outlet mall, offering a mix of designer labels and entertainment.
In Playa del Carmen, tourists can visit 5th Avenue and Paseo del Carmen for high-end shopping. (Photo Credit: Mexican Caribbean Tourism Board)
Dining and wellness are also key draws. Michelin-recognized restaurants and award-winning spas highlight the region’s commitment to world-class service. At the same time, the option for discreet private arrivals and transfers elevates the client experience from the moment they land.
“The Mexican Caribbean continues to be a first-choice destination for travelers, thanks to our exceptional variety of accommodations, convenient connectivity and unforgettable experiences,” Martinez said. “From ATVing and ziplining through the jungle to exploring the mystical Cenote Route, swimming with whale sharks, snorkeling above vibrant reefs, golfing on world-class courses and much more, our vast offerings appeal to a range of segments.”
In Playa del Carmen, tourists can visit 5th Avenue and Paseo del Carmen for high-end shopping. (Photo Credit: Mexican Caribbean Tourism Board)
What This Means for Travel Advisors
For advisors, this is the moment to reintroduce the Mexican Caribbean to clients as more than just a sun-and-sand destination. The combination of new infrastructure, expanded airlift and luxury openings makes the region more dynamic — and easier to sell — than ever.
The Luxury Experience by Mexican Caribbean campaign also gives travel sellers rich storytelling tools to help clients see the destination through a fresh lens — one that’s as much about authenticity and connection as it is about indulgence.
And there’s more support on the way.
“The Mexican Caribbean Tourism Board will be launching the Mexican Caribbean Ambassador training program, a new initiative offering in-depth destination knowledge, insider updates and practical sales tools,” Martinez said. “We encourage travel advisors to engage with our new training program to discover even more about our 12 iconic destinations and exciting lineup of annual events.”
With the Ambassador Program launching later this year, advisors can look forward to gaining access to curated content, educational videos and insider resources — all designed to deepen product knowledge and boost confidence when selling the region.
“We want advisors to feel confident recommending our destination not only for its beauty and variety, but also because they know it delivers an exceptional experience every time,” Martinez said.
The Mexican Caribbean’s 12 interconnected destinations:
- Holbox
- Costa Mujeres
- Cancun
- Isla Mujeres
- Puerto Morelos
- Playa del Carmen
- Cozumel
- Tulum
- Mahahual
- Chetumal
- Bacalar
- Maya Ka’an
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