Authentic Experiences Drive Yucatan Tourism Growth

10.09.2024 - 21:02 / travelpulse.com / North America / Brian Major

Visitors are drawn by the diversity of [attractions] that we are offering.” – Michelle Fridman, state of Yucatan tourism ministry. (Photo Credit: Courtesy of Yucatan State Tourism Ministry)

Yucatan has long been a tourist draw, but the Mexican state has exploded in popularity among travelers beginning in 2018. Since that time, Yucatan has posted record visitor arrivals straight through the present year.

According to data from Yucatan’s state tourism ministry, visitor arrivals increased by 34.2 percent between 2018 and 2023. Hotel developments surged similarly during that time, with the number of properties growing by more than 30.3 percent. Collectively, the new properties offer 16,483 rooms, a 22.6 percent increase.

The Yucatan attractions drawing visitors include ancient Mayan ruins, beautiful beaches and the destination’s vibrant culinary scene. The state is highlighting those attractions through "365 Days of Yucatan," a promotional initiative focused on more than 365 unique tourism opportunities spanning adventure, luxury, history and wellness pursuits.

Travelers responded strongly to the initiative, said Michelle Fridman, the state’s minister of tourism, driving a record 1.7 million arrivals at Merida International Airport through June. The Tourism Ministry expects to draw four million visitors through the end of 2024. TravelPulse spoke recently with Fridman regarding the state’s tourism success.

TP: How significantly has tourism to the Yucatan state grown following the pandemic period?

MF: Our numbers are hitting records since two years ago; 2022 and 2023 have been the years in which the [largest] amount of tourists have arrived. For the last five years, we have been around a 34 percent [increase] in the arrival of tourists.

TP: Has the state’s tourism infrastructure developed in that time?

MF: Our infrastructure has been growing a lot. We have grown from more than 12,000 [hotel] rooms to almost 17,000 rooms [between 2019 and 2024]. That’s a 23 percent growth in our hotel offers. Our connectivity also has been growing. We have 97 percent more seats on international routes, and 60 percent more passengers [from 2021 through 2024].

TP: What draws visitors to the state?

MF: Visitors are drawn by the diversity of [attractions] that we are offering, including our archaeology, culture, rural tourism, gastronomy, beaches and jungles, cenotes, haciendas and Mayan communities.

TP: What else are travelers coming to see?

MF: Another important new feature is the Tren Maya, so now it’s easier than before to make a peninsular trip. [Travelers] can use the connectivity from Cancun Airport in a different state to explore the rest of the peninsula on the train.

TP: Are there relatively new attractions for travelers