Riviera Maya, Q.R. — Quintana Roo Secretary of Tourism appeared before the State Congress to present his report. The report was presented to the legislature as part of the Third Government Report.
On Tuesday, Tourism Secretary Bernardo Cueto Riestra, reported on the progress, actions and results achieved in the tourism sector during the 2024-2025 period.
During his speech, Cueto Riestra emphasized that Quintana Roo continues to be the national leader in tourism, generating 46.4% of the total foreign currency brought into the country by international visitors, consolidating its position as an economic pillar for Mexico and a driving force of well-being for Quintana Roo families.
Among the main achievements he noted that by the end of 2024, 20.9 million tourists were received, 32.7 million passengers were registered and 7.1 million cruise passengers were served, reflecting the strength of the Mexican Caribbean as a world-class destination.
From January to July 2025, more than 12 million tourists were received of which 66.1% were international and 33.9% domestic in addition to 4.5 million cruise passengers, representing an increase of 3.2% compared to the same period in 2024.
In terms of infrastructure, more than 135,000 hotel rooms have been built in the state, and 4,030 new rooms added in 2024. Quintana Roo remains connected to 125 national and international cities through direct air routes.
The Secretary reported that work has been carried out under five strategic axes: planning, promotion, sustainability, diversification, and security, strengthening inclusive, responsible and resilient tourism.
In terms of planning, working groups of the Tourism Advisory Council were established to update the regulatory framework and regulations of the State Tourism Law.
Additionally, for the second consecutive year, the State Tourism Award was presented, recognizing those who have contributed to sustainable tourism. In 2025, the award was granted to Community Tours Sian Ka’an.
He also highlighted the creation of the Quintana Roo Cruise Tourism Welfare Trust (FBTCQROO), which for the first time allows local charges for cruise ships, generating 600 million pesos to improve the port infrastructure of Mahahual and Cozumel. Thanks to this instrument, the first state fund for natural disaster relief was established, the only one in the country.
In terms of promotion, Quintana Roo was present at international trade fairs such as FITUR (Madrid), ITB (Berlin), WTM (London), ANATO (Colombia), FIT (Argentina), among others, positioning the 12 destinations in the Mexican Caribbean and strengthening their global competitiveness.
In terms of sustainability, more than 1,400 people benefited from social tourism programs, and the Sustainable Tourism Master Plan was updated with a 2050 vision, with the participation of more than 400 stakeholders from the public and private sectors.
In terms of diversification, the brand “Con Sabor Caribe Mexicano” and “Culinary Experience” were launched; the “Sabores y Raíces” cookbook was presented; the 4th Bacalar Gastronomic Festival was held with more than 7,500 attendees and the first generation of traditional cooks was certified.
Plaques and recognitions were presented to the 22 Michelin Guide winners along with a Hospitality and Service Award and a Chef Mentor Award. Additionally, in conjunction with UNESCO, the “Travels through the Mayan World” experience catalog was presented, featuring six community experiences in Quintana Roo.
In terms of security, the Tourism Security Board, headed by Governor Mara Lezama, was consolidated, and the “Verify and Travel” campaign was implemented to create a culture of safe purchasing among travelers through recommendations that prevent fraud. The Tourist Mobility Pass was issued for visitors who rent cars, with 307 passes issued.
The Guest Assist app provides assistance and guidance to national and international tourists visiting the state of Quintana Roo in situations that affect their physical or property integrity.
More than 300 tourists were assisted from January to July 2025. Services at Cancún International Airport were strengthened with free Wi-Fi, improved institutional communication, and the hiring of immigration personnel, which reduced waiting times to enter the country and the number of denied entry by 95%.
In terms of training, 113 courses were delivered to more than 7,000 tourism service providers, and 918 quality seals were awarded. By the end of 2024, Quintana Roo ranked first in the nation in quality seals and badges, with more than 1,900.
Finally, he reported that Quintana Roo has assumed the Presidency of the Association of Tourism Secretaries of Mexico (ASETUR), promoting a national tourism competitiveness agenda.
Secretary Bernardo Cueto’s appearance reaffirms the state government’s commitment, under the leadership of Governor Mara Lezama, to continue transforming the tourism model into a more just, sustainable, and inclusive one that generates shared prosperity for all.
