Mexico Eyes Major Tourism Growth with $700 Million Investment in Cancún’s Ecotourism and Hotel Infrastructure

In a bid to solidify Mexico's standing as a global tourism heavyweight, Secretary of Tourism Josefina Rodríguez Zamora and Quintana Roo Governor Mara Lezama Espinoza inaugurated the 36th edition of the Cancún Travel Mart, a flagship international event aimed at fostering new partnerships and investments in the sector. The opening ceremony heralded a significant announcement by Grupo Xcaret: a $700 million commitment to expanding its hotel and ecotourism facilities. This ambitious project is set to generate an initial 1,600 direct jobs, underscoring Mexico’s strategy to align economic growth with environmental sustainability in the tourism sector.

The Cancún Travel Mart has once again brought together industry leaders from 23 countries, including the United States, Canada, Spain, China, and Brazil. It offers a robust platform for establishing new commercial alliances, with anticipated sales potentially reaching $4.9 billion by 2025, inclusive of seasonal transactions. Secretary Rodríguez Zamora noted the event’s critical role in promoting Mexico’s diverse tourism landscape, calling it “a business platform that unites national and international stakeholders across the tourism ecosystem—hotels, travel agencies, airlines, and tourist service providers—with prominent buyers from around the world.”

Grupo Xcaret’s substantial investment is expected to serve as a catalyst for both the local and national tourism industry, furthering Mexico’s efforts to attract tourists from every corner of the globe. Highlighting the importance of responsible tourism, Rodríguez Zamora spoke to the potential of the industry as a sustainable growth engine. “Tourism, in addition to being an activity that generates jobs, foreign exchange, and investments, brings people and cultures together. If we manage it wisely and responsibly, it also contributes to balancing economic development with biodiversity conservation,” she said.

Community Tourism and Sustainable Development

Emphasizing community-centered tourism, Rodríguez Zamora unveiled four guiding principles shaping Mexico’s tourism strategy: Sustainable Development, Destination Production, Strengthening of Magical Towns, and Social Inclusion and Regional Development. This policy shift aims to ensure the benefits of tourism reach all levels of society, including resident communities and indigenous populations often left on the periphery of traditional tourism models.

This approach aligns with the vision of Mexican President Claudia Sheinbaum Pardo, Governor Lezama Espinoza, and local municipal leaders who collectively seek to channel tourism’s gains into equitable community development. “We have come to lead the destiny of our beautiful nation,” Rodríguez Zamora reflected, invoking the president’s support for initiatives that not only grow tourism but elevate the voices and needs of Mexico’s people.

With the Cancun Travel Mart setting the stage, the Secretary of Tourism also announced a busy schedule of international engagements, emphasizing the importance of global partnerships and cultural promotion. Mexico will be heavily represented at the International Tourism Fair (FITUR) 2025 in Madrid, where the country will showcase its heritage, culture, and culinary wealth. The exhibition is expected to attract over 222,000 visitors, 50% of whom are industry professionals, presenting a valuable opportunity to further consolidate Mexico’s position on the world tourism stage.

Governor Mara Lezama Espinoza, celebrating a surge of investment in Quintana Roo’s tourism sector, noted recent private capital inflows totaling $1.7 billion. Combined with Grupo Xcaret’s new commitment, these investments mark a substantial increase in the state’s tourism infrastructure, with a growing focus on sustainability. “This is a testament to the region’s robust appeal and growing capacity to attract responsible tourism,” she remarked.

Quintana Roo’s tourism industry has seen record-breaking growth, thanks to government and private sector collaboration, particularly in the areas of job creation, environmental initiatives, and efforts to raise local living standards. With the increased revenue from international tourism, Quintana Roo aims to reinvest in both urban development and green initiatives.

Mexico as Partner Country for FITUR 2026

On the horizon, Mexico has secured the coveted role of Partner Country for FITUR 2026, underscoring its status as a tourism leader. This partnership will grant Mexico an exclusive presence at the renowned trade fair, facilitating year-round promotional activities across IFEMA’s Madrid Trade Fair Institution. “This collaboration is a vital opportunity for our states to reach new audiences and showcase the diversity of experiences Mexico offers,” Rodríguez Zamora stated, emphasizing the value of direct engagement with the world’s most influential tourism operators.

With this strategic alignment, Mexico’s tourism officials aim to highlight not only the nation’s leisure destinations but also its cultural heritage sites, diverse ecosystems, and sustainable tourism practices. The commitment to promoting Mexico as a sustainable and vibrant destination aligns with the country’s hosting of the 2026 World Cup, offering an unprecedented opportunity for both tourism promotion and cultural exchange.

Mexico’s tourism sector, recovering steadily from the pandemic-induced slowdown, now finds itself on an upward trajectory fueled by strategic investments, international collaboration, and a strong commitment to sustainability. Officials are optimistic that these efforts will strengthen Mexico’s economic position and bolster its communities, balancing progress with conservation.

With global events like the World Cup and FITUR on the horizon, and with the development of state-of-the-art ecotourism facilities like those by Grupo Xcaret, Mexico’s tourism industry is entering an era marked by collaboration, sustainability, and community-focused growth. The Cancun Travel Mart has underscored Mexico’s role as a global tourism player, with Quintana Roo and its surrounding regions leading the charge into a future where tourism supports both local development and the preservation of Mexico’s natural beauty and cultural heritage.