What's New in the Mexican Caribbean? TravelPulse Talks With Tourism Board CEO

by Mia Taylor
Last updated: 5:55 PM ET, Wed May 6, 2026

When discussing the Mexican Caribbean, the first destination that often comes to mind for the average tourist (and maybe even a few travel advisors) is Cancun, a beach city that made its name years ago as spring break central, attracting legions of college travelers in search of a party.

But fast forward to 2026, and Mexican Caribbean tourism officials are busy establishing a new image for the region, one that emphasizes the fact that there are 12 destinations worth visiting and Cancun is merely one of them.

Those same officials are also working to spread the message that the Mexican Caribbean has evolved well past its days of being entirely focused on all-inclusive resorts. The budget-friendly all-inclusives that many travelers love are of course still there, but new higher-end luxury arrivals have also been setting up shop.

In addition to all of that, there's new infrastructure in the region (a newly constructed bridge to Cancun and a regional train), designed to make it easier for tourists to get around and explore all that the Mexican Caribbean has to offer.

During the recent EDGE conference hosted by Travel Leaders Network in San Diego, California, TravelPulse had the chance to catch up with Andrés Martínez Reynoso, CEO of the Mexican Caribbean Tourism Board. Martínez Reynoso discussed all of these new developments in the region, and more.

The Mexican Caribbean's 12 'Children'

If you've visited Play del Carmen, Tulum, or Cozumel, you've been to the Mexican Caribbean. But those well-known locations represent only a fraction of what the region has to offer.

As Martínez Reynoso joked during his chat with TravelPulse, the Mexican Caribbean has 12 children. Some are teenagers (they have been around for a while), while others are younger children, meaning not quite as established or developed as Cancun and not nearly as busy.

Some of the additional destinations that are part of the Mexican Caribbean include Costa Mujeres, Isla Mujeres, Holbox, Maya Ka'an and Grand Costa Maya, which encompasses Mahahual, Bacalar and Chetumal.

"We've had Cancun for awhile. But there are newer destinations like Costa Mujeres, which runs like an 8 year old kid. It's growing."

There's also the up-and-coming island destination of Holbox, in the northernmost reaches of the Mexican Caribbean, two hours by car from Cancun and then a ferry to the island. It's a place that Martínez Reynoso calls a paradise waiting to be discovered. Holbox is an island where you won't find any major resorts, but what you will find is white-sand beaches, crystal-clear turquoise waters, and abundant wildlife (including the opportunity to swim with whale sharks if that's on your bucket list.)

Another destination Martínez Reynoso highlights during our discussion is Bacalar. Like Holbox, there are no big resorts in Bacalar. It's a destination that offers a slower pace, small town life, simple comforts, and nature-based activities. Perhaps most famous of all among them is Bacalar's "Lagoon of Seven Colors."

There's a reason Martínez Reynoso is taking the time to highlight and discuss each of these places and what they have to offer. Helping tourists and travel advisors to understand that there's far more to the Mexican Caribbean than Cancun, Tulum and Cozumel is a top priority for the tourism board this year.

"There's a lot of undiscovered places in the Mexican Caribbean," he says, pointing out that "If you are looking for sun and beach we have it. If you're looking for cenotes and adventure we have it. If you're looking for relaxation or a lagoon or swimming with whale sharks, we have it."

Speaking to travel advisors specifically, he adds: "Many travel advisors have been to our destination multiple times. They know Cancun, they know Riviera Maya, they know Cozumel. But there are 12 destinations in the Mexican Caribbean. So, I'm sure they think they know the destination, but they still have to explore Holbox, Bacalar and all of the other different experiences we have."

New Resorts, New Image

Highlighting the fact that there's a dozen destinations to visit throughout the Mexican Caribbean was merely part of the message Martínez Reynoso came to the EDGE conference to deliver.

There's also been more than a few noteworthy developments throughout the Mexican Caribbean region over the years. Chief among them is the evolution beyond merely being a region known for its all-inclusive resorts. (This image is especially steadfast in places like Cancun.)

During our interview, Martínez Reynoso and team rattled off a flurry of luxury brand names in the hospitality space that have announced plans to open properties in the region. That includes legendary luxury hotelier Ritz-Carlton, along with Banyan Tree, Mondrian Hotels & Residences (Tulum), Nobu Hotel (Tulum), JW Marriott All Inclusive Costa Mujere, and W Costa Mujeres All Inclusive.

Some of the other upscale hotel and resort brands that have already established a presence include Alila Mayakoba, which opened in Riviera Maya in late 2025 and The St. Regis Costa Mujeres Resort.

While the all-inclusive resorts that largely put the region on the map are still there, Martínez Reynoso says the Mexican Caribbean has evolved beyond that image to become a luxury destination.

"The foundation of our destination was all inclusive, which is fine, we still have that for tourists," he explains. "But over the past 10 years we have developed so many luxury brands in the area."

"We now have to create a new brand," he continues. "There is a luxury experience in the Mexican Caribbean and we now have to reach travel agents that specialize in luxury because we know this sells differently. And we're creating a totally new communication campaign based on luxury."

Comfortable Choice Amid Global Uncertainty

A discussion about travel these days would hardly be complete without touching upon the current state of the world and the geopolitical uncertainty that has dominated the headlines. When asked how these developments have impacted the Mexican Caribbean and how he would assess the state of tourism in the region, Martínez Reynoso is decidedly upbeat.

"For us, since we are what we call 'the usual suspect' for so many travelers, especially for travelers from the United States, when there's a conflict in the Middle East, travelers turn to us because they don't tend to travel as far. Or they're not feeling as adventurous. Even when it comes to visiting Asia or Europe," he explains.

"So when things like this happen in the Middle East, we usually get more tourists, because people start traveling more to the usual suspects," adds Martínez Reynoso."People know what they will get here and we're not too far away. We're one of the easiest destinations to pick."

But the Middle East isn't the only region that made news in recent months. There was also a spate of cartel violence that erupted in Mexico. And it led many to wonder about the safety of visiting the country.

On this front, Martínez Reynoso rightly points out that Mexico is a large country, and that the cartel incidents occurred in a limited area. It's also fair to point out that the United States regularly experiences its own share of violence, particularly gun violence, and this past year has been no different. In fact, the U.S. consistently has more gun violence related mortality than other high-income countries.

"We sometimes use a map strategy," Martínez Reynoso jokes. "To show how far we are from what occurred. But bad news travel faster. People tend to talk about bad things. But we're a totally safe destination. And if you're doing any tourist activity, you're totally safe. We understand as a country, there's bad news sometimes going on, but the tourist areas are all safe."

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