Riviera Maya, Q.R. — Tourism officials from Quintana Roo are promoting the state in Madrid, Spain. The state’s vacation destinations are being hailed as the world capital of vacations.
During the current 2026 International Tourism Fair (FITUR) in Madrid, the Quintana Roo delegation presented a new tourism promotion campaign “Mexican Caribbean, the World Capital of Vacations”.
The goal of the campaign, reported Governor Mara Lezama, is to consolidate the Mexican Caribbean’s leadership as the main destination in Mexico and the Caribbean, strengthening its international projection and triggering new investment opportunities and strategic alliances with key markets in Europe and the world.
During the presentation, Andrés Martínez Reynoso the Director of the Quintana Roo Tourism Promotion Council (CPTQ), highlighted that Quintana Roo, in the New Era of the Mexican Caribbean, is advancing steadily toward a new stage of international consolidation.
That consolidation is aligned with major global events including the 2026 World Cup, for which the state is prepared in terms of infrastructure, air connectivity, tourist services and organizational capacity.
This presentation highlighted that for the first time, a campaign of this type and level will have music and five key points that include leading international destination, 12 interconnected destinations, new infrastructure, new brand architecture and a new governance model.
During the initial presentation, Governor Lezama cited destinations such as Cancun, Costa Mujeres, Puerto Morelos, Riviera Maya, Tulum, Costa Maya, Bacalar, Mahahual, Cozumel and Chetumal.
“We are launching this working campaign with many people behind us, confident that we can continue to deliver this powerful and important message about the Mexican Caribbean to the rest of the world, working on different applications,” Governor Lezama said Monday.
She said this year, a song has been written and included in the state’s promotion. “This has never been done before. We’ve created campaigns for radio, television, magazines and newspapers, but we’ve never had a song.”
The new campaign invites visitors for “Everything you can imagine in a holiday except for the snow (and we plan to keep it that way).
At the campaign launch, State Tourism Secretary Bernardo Cueto added that the new campaign aims to increase Quintana Roo’s international positioning as a strategic destination in 2026.
The new campaign will strengthen the destination brand in priority European markets and generate alliances with tour operators, airlines, investors, and international organizations, promoting the arrival of new tourism investments focused on infrastructure, sustainability and high-value experiences.
“I am very proud to know that at FITUR we are democratizing tourism, that we come not only to meet with the business owners who are a fundamental part and with whom we have great synergy, but also with the large tour operators, with the airlines, with the airports.
“And also to tell the world that we are culture, that we are history, that we have to show them how Melipona honey is made or what these trails are like, or how a traditional cooks use ancient crafts.”
The International Tourism Fair in Madrid, Spain runs until January 25, 2026.
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