Meagan Drillinger
The state of Yucatan has long been a gem of Mexico, known for its ancient Mayan ruins, vibrant cultural scenes and the captivating White City of Merida. However, during the 2018-2024 period, the state underwent quite the transformation, from a "rising" destination to one that is highly sought by the international market. Spearheading this evolution was the Yucatan Tourism Development Secretariat, or Sefotur, under the leadership of Michelle Fridman Hirsch. The results? Record-breaking figures in visitor arrivals, hotel expansions and economic impact.
A historic surge in tourism
In a press conference, Fridman Hirsch presented the outstanding achievements that Yucatan has accomplished over the past six years. The numbers speak for themselves. According to data provided by the state's tourism ministry, since 2018, the economic impact of tourism in the state has surged by an astonishing 82%, with visitor arrivals increasing by 34.2% as of 2023. Hotel developments have also kept pace, with the number of establishments growing by over 30.3%, translating into 16,483 rooms -- a 22.6% increase. This expansion has been bolstered by a 20% rise in private tourist investment, positioning Yucatan fourth nationally in this regard.
Fridman Hirsch emphasized the coordinated efforts between public and private sectors as the key driver behind these successes.
"When Gov. Mauricio Vila Dosal and I took office, a primary focus was to diversify the state's tourism offerings," she said. "Yucatan has always been a sought-after destination because of its historical sites like Chichen Itza and Merida, but we saw potential to elevate the entire state into one of Mexico's top destinations."
Diversifying tourism offerings
Under this administration, Yucatan didn't just rest on its laurels. Instead, it expanded its tourism horizons by developing more than 250 activities spanning culinary, adventure, luxury, culture, history and wellness. The state's "365 Days of Yucatan" became a hallmark of this diversification, highlighting more than 365 unique tourism opportunities and culinary experiences in Yucatan. This initiative caught the attention of travelers worldwide, contributing to a record 1.7 million arrivals at Merida's airport by June, with projections nearing 4 million by year's end.
"Our aim was to bring tourism to all parts of the state and showcase Yucatan's importance in international history," Fridman Hirsch said. This approach paid off as international visitors flocked not only to the renowned Chichen Itza and Merida but also to lesser-known yet equally captivating locations.
Destinations on the rise
While Chichen Itza and Merida remain the crown jewels of Yucatan's tourism, other destinations have risen in popularity, thanks to strategic promotional efforts. "We wanted to bring people to other archaeological sites across the state," Fridman Hirsch said.
The introduction of projection light mapping at Uxmal, for instance, allowed visitors to enjoy this ancient site in a new light -- literally. With 18 archaeological zones in the state, adventure-seekers have a wealth of options to explore.
The state capital, Merida, has also seen a surge in hospitality and tourism, particularly within its culinary scene. In 2022, Merida hosted the World's 50 Best Restaurants awards, putting local chefs and cuisines on the global stage. This culinary renaissance has spread to other parts of the state, such as Valladolid, known for its craft beers, and the trendy beach clubs along the Riviera Yucatan.
Emerging destinations like Las Coloradas, with its Instagram-famous pink waters, and the Puuc Route, blending living Mayan communities with pre-Hispanic archaeology, are also gaining traction. These locations offer immersive experiences that appeal to travelers seeking unique and culturally rich adventures.
Infrastructure growth and new hotels
Yucatan's tourism boom has been supported by significant infrastructure growth. The recent remodeling and expansion of Merida's airport has doubled its capacity, enabling it to accommodate up to 4.7 million passengers annually. This development is timely, as Yucatan saw almost 3.7 million passengers in 2023, a 50% increase from 2018. The state's connectivity has also improved, with the number of air routes growing by 62.5% nationally and 75% internationally, resulting in 45,273 available seats per week -- a 47.7% growth.
Hotel openings have surged across the state, with new properties like Grupo Presidente's Viatura Xtojil, Casa Amate 61 and Hacienda Eknakan offering luxury accommodations that reflect Yucatan's rich cultural heritage. Future openings, including the much-anticipated Six Senses and the Belmond Hacienda Katanchel, promise to elevate Yucatan's hospitality scene even further.
The future of Yucatan tourism
As Yucatan's tourism sector continues to thrive, the state is poised for even greater success. New flight routes from U.S. cities like Orlando and Miami, set to begin in July 2024, will make Yucatan more accessible to international visitors. Additionally, Yucatan's cruise port, El Progreso, is growing, with more than a hundred ships expected to call on its shores this year, bringing more than 170,000 passengers.
Fridman Hirsch concluded the press conference by reflecting on the state's progress and potential: "Our pillars have not really changed; they're more of an expansion. We aim to provide world-class service to our visitors and bring them to all parts of our state."