Riviera Maya, Q.R. — Bernardo Cueto says the Mexican Caribbean is strengthening its presence in the Brazilian market with its participation in ABAV Expo 2026. The expo is one of the main gatherings of the tourism industry in Latin America.
The state’s Secretary of Tourism, Bernardo Cueto, says Quintana Roo is developing a promotional and marketing agenda with tour operators, wholesalers and representatives of the tourism industry.
As part of international promotion activities, the Mexican Consulate in São Paulo was branded with the campaign “The Mexican Caribbean, the world capital of vacations”, bringing the identity and tourist offer of Quintana Roo to a strategic market for Mexican tourism.
He says the state is showcasing its destinations while strengthening commercial alliances with travel agencies, tour operators, wholesalers and other actors in the Brazilian industry.
“Participation in this trade fair continues Quintana Roo’s efforts to strengthen its position in the Brazilian market. In 2025, the state registered 68,283 Brazilian tourists and 51,658 Brazilian passengers, accounting for 43.9% of all Brazilian passenger air arrivals in Mexico,” he reported.
These results position Quintana Roo as a benchmark destination for Brazilian travelers and reinforces the importance of maintaining a permanent strategy of promotion, marketing and generation of alliances with the Brazilian tourism industry.
“Brazil is a strategic market for Quintana Roo and our presence at ABAV allows us to be close to those who make it possible for more travelers to discover our destinations.
“Under the leadership of Governor Mara Lezama, we are strengthening alliances with tour operators, wholesalers, and travel agencies to showcase the diversity of the Mexican Caribbean and consolidate our presence in this important market,” said Bernardo Cueto.
Quintana Roo’s participation in Brazil also coincides with a period of growth for the Brazilian market toward Mexico, driven, among other factors, by the entry into force of the electronic visa for Brazilian nationals on February 5, 2026.
The measure facilitates tourist, cultural and commercial flows between both countries.
According to information from the Mexican Consulate in Brazil, more than 60,000 electronic travel authorizations were issued between February 5 and September 25, 2026, of which more than 30,000 have already been used.
This trend is reflected in the growth of Brazilian tourism to Mexico, which increased by 26.3% between February and July 2026 compared to the same period in 2025.
Likewise, in July 2026 the number of Brazilian visitors to Mexico grew by nearly 40% compared to July 2025. Brazil remains the sixth most important international market for Mexico and the second in Latin America, after Colombia.
