Last updated: 9:00 PM ET, Thu October 1, 2026
WHY IT RATES: Roadshow in Houston, Dallas and Miami brings the state’s tourism partners, latest news and distinctive experiences directly to the U.S. travel trade.
Yucatán concluded a three-city U.S. roadshow in Miami last night, inviting travel advisors and tour operators to discover how much of Mexico’s southeastern state awaits beyond its best-known landmarks. Led by Secretary of Tourism Darío Flota and Undersecretary of Tourism Lizzie Cole, a delegation of 17 tourism partners met with the travel trade in Houston on September 22 and Dallas on September 23 before arriving in Miami. Across the three events, the delegation is sharing destination news, introducing tourism products and building connections with the people who can bring Yucatán’s experiences to U.S. travelers.
“Yucatán has a powerful story to tell, and travel advisors are essential to bringing that story to the right travelers,” said Secretary Flota. “With nonstop access from Houston, Dallas and Miami, we have a real opportunity to grow U.S. visitation. This roadshow is an opportunity to show the trade the full breadth of our state, share what is new and strengthen their connections with the partners who welcome visitors every day. We want more travelers to discover Yucatán’s living Maya culture, exceptional cuisine, remarkable landscapes and warm hospitality, and to stay long enough to experience it.”
For an advisor, that story can begin with a question: "What kind of journey does my client want?" In Yucatán, the answer can change from day to day. Travelers can stand before the monumental Mayan architecture of Chichén Itzá, follow the intricate stonework of Uxmal, then spend the night in a restored hacienda. They can wander the yellow streets of Izamal, pause over a long lunch in Valladolid and descend into the clear water of a cenote. These places invite visitors to move through the state, meeting its communities and discovering how Mayan heritage remains part of life today.
Mérida adds another rhythm to the journey. Its markets, museums and neighborhoods reward time spent exploring, while its restaurants offer a way into the flavors of the region. Yucatán’s culinary traditions reach well beyond the dining room: they live in local ingredients, family recipes and dishes prepared over generations. That foundation is also inspiring acclaimed contemporary cooking. In 2026, Yucatán received its first Michelin Stars, awarded to Huniik and La Barra de Huniik in Mérida and Ixi’im at Chablé Yucatán in Chocholá.
Along the Gulf coast, the experience changes again. A boat gliding through the mangroves of Celestún or Río Lagartos may bring travelers close to the birdlife and flamingos that make these wetlands extraordinary. In Sisal, a historic fishing town opens onto coastal nature and quiet stretches of shore. Farther east, El Cuyo offers a slower pace beside the Ría Lagartos Biosphere Reserve. This is a coast to explore with curiosity: through its lagoons, wildlife, local communities and open landscapes.
The roadshow gives U.S. sellers direct access to partners who can help bring those journeys to life. Participating businesses include Chablé Yucatán, The Haciendas, Hacienda Xcanatun, Hyatt Regency Mérida, Fiesta Americana, Hotel Los Aluxes, Yuum Ha Hotel, Holiday Inn Merida, Holiday Inn Express Merida Centro Historico, Tecnohotel Valladolid and El Pinar Mansion Museum & Luxury Venue, along with Grupo Esencia, Ecoyuc and Hola Colega. IAWDP and SOIREE Event Planning are also showcasing possibilities for destination weddings and meetings, incentives, conferences and exhibitions.
American Airlines, American Airlines Vacations and Aeroméxico have joined the roadshow, adding airline and vacation product perspectives to the conversations with the trade. American Airlines serves Mérida nonstop from Dallas–Fort Worth and Miami, while United Airlines connects the destination with Houston. Yucatán also welcomes cruise visitors through Progreso, including travelers sailing from Galveston. For advisors, that first visit is a chance to show clients what awaits beyond the port and inspire a journey through the state.
For more destination information, visit yucatan.travel/en/
SOURCE: Yucatán press release
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