Riviera Maya, Q.R. — The Mexican Caribbean participation in the London travel market finished with outstanding results. The state of Quintana Roo has boosted its presence in the European market with the promotion of the state’s tourist destinations.
This week, the state participated in the World Travel Market (WTM) in London. During the three day event, the State Tourism Secretariat (SEDETUR), together with the Quintana Roo Tourism Promotion Council (CPTQ), maintained a broad agenda of meetings with airlines, wholesalers and business partners.
The presence of the Mexican Caribbean within the Mexico featured a specific area and a special representation of Tulum, along with all the destinations that make up this tourist region.
Among the main agreements reached, one was finalized with TUI Group. TUI is the world’s largest integrated tourism company dedicated to the global marketing of travel services such as airlines, cruises, hotels, tour operators and travel agencies.
The agreement included a joint support in marketing matters to strengthen the presence of the Mexican Caribbean and increase tourist arrivals from the United Kingdom.
As part of this collaboration, TUI allocated special banners dedicated to Tulum, Cancun and Riviera Maya, boosting sales for these destinations in coordination with the CPTQ.
During the fair, British Airways confirmed the continuation of its daily operations to Cancun during 2026 thanks to the high occupancy rates of its flights, while Virgin Atlantic consolidates its return to the destination with excellent occupancy levels and cooperative campaigns.
Another highlight was Aer Lingus’ announcement that it will launch its direct Dublin-Cancun flight on January 6, 2026. The January flights were announced in a joint promotional campaign in May, which they say, has already generated an excellent response in bookings.
Meanwhile, HotelBeds continuously displayed a promotional video showcasing all the destinations in the Mexican Caribbean on its main screen throughout the trade show, significantly contributing to the destination’s visibility among international tourism industry professionals.
During the fair, strategic meetings were held with Ávoris, Soltour, W2Meet and El Corte Inglés with the purpose of strengthening the presence of the Mexican Caribbean towards FITUR 2026 and ensuring the growth of tourist flow from Spain and Portugal.
Quintana Roo continues to strengthen its presence in the main source markets of Europe, consolidating its position as a tourism leader in Mexico and Latin America and reaffirming its commitment to the economic, social and environmental development of the state through inclusive and sustainable tourism as established in the New Agreement for Well-being and Development promoted by Governor Mara Lezama.
The head of SEDETUR, Bernardo Cueto, held a key meeting with the Head of Travel Alert Selection at the UK Foreign Office, that strengthens bilateral cooperation and strategies to improve the perception and safety of Mexican Caribbean tourist destinations among British travelers.
Cueto Riestra highlighted the relevance of these achievements for the diversification of markets and the international positioning of the Mexican Caribbean:
“The participation of the Mexican Caribbean in WTM London 2025 reaffirms Quintana Roo’s tourism leadership on a global scale. Thanks to the drive and support of Governor Mara Lezama, we continue to consolidate strategic agreements that guarantee effective promotion of all our destinations and strengthen connectivity with Europe through sustainable and responsible tourism,” he said.
