Meagan Drillinger
The Mexican Caribbean has long been synonymous with luxury, but a new chapter is being written under the leadership of Andres Martinez, the director of the Quintana Roo Tourism Promotion Council (CPTQ). In his first year at the helm, Martinez has introduced the "Luxury Experience by Mexican Caribbean" campaign, a transformative initiative positioning Quintana Roo's 12 destinations as hubs for luxury travel in Mexico. As the region gears up for 2025, Martinez shares his vision for the future, emphasizing time, exclusivity and unparalleled experiences as central themes.
Redefining luxury in the Mexican Caribbean
"Luxury is a deeply personal experience," Martinez said. "Each of our destinations offers travelers the freedom to define luxury on their own terms -- whether it's the luxury of time, exclusivity or extraordinary experiences." The campaign takes a holistic approach, highlighting a diverse range of high-end options -- from designer shopping and white-sand beaches to cutting-edge spa treatments and renowned golf courses.
What makes this campaign unique is the scale and variety of Quintana Roo's offerings. "We have 133,000 hotel rooms," Martinez noted. "To put that in perspective, we are just 20,000 rooms shy of Las Vegas. We have more rooms than New York, more than Paris, and we're ten times the size of Puerto Vallarta. It's still growing."
With new infrastructure such as the Tulum Airport and the highly anticipated Tren Maya, the region is now more accessible than ever. "Our main objective is to make it easier for travelers to explore this vast territory. Visitors might come for Cancun, Playa del Carmen or Tulum, but now they'll find it easier to discover the variety and richness of our other destinations," Martinez said.
Accommodation options spanning the luxury spectrum
Quintana Roo's accommodations reflect the diversity of its luxury offerings, catering to all tastes and preferences. "We've been home to iconic luxury brands like Kempinski, Fairmont, Banyan Tree and Rosewood for years," Martinez said. "But luxury here isn't limited to traditional hotels. For some, it's staying in a secluded jungle retreat or a boutique property overlooking the sea. For others, it's the all-inclusive experience with premium amenities and world-class culinary offerings."
Standout properties include Atelier Playa Mujeres, Banyan Tree Mayakoba, Habitas Bacalar and Be Tulum Beach & Spa Resort. Recently, 18 of the region's hotels were awarded Michelin Keys for exceptional service and unique concepts. Hotel Esencia in Tulum earned a prestigious Three Keys distinction for its beachfront bungalows and organic spa inspired by Mayan traditions. Maroma: A Belmond Hotel was also celebrated, securing a spot on The World's 50 Best Hotels list for 2024.
A culinary destination on the rise
Quintana Roo's culinary scene is making waves, earning its first Michelin accolades last year. Restaurants such as Cocina de Autor Riviera Maya, Le Chique and HA' received one-star designations for their innovative menus blending local flavors with modern techniques. Additionally, 17 establishments across Playa del Carmen, Tulum, Puerto Morelos, Cancun and Isla Mujeres were recognized with Michelin Bib Gourmand or Recommended distinctions.
Arca in Tulum, which ranked 32nd on Latin America's 50 Best Restaurants list, exemplifies this approach with dishes like roasted bone marrow with tamarind glaze and seared prawns in chili butter. Quintana Roo's bar scene is also thriving, with Arca earning a spot on North America's 50 Best Bars list.
Curated experiences for every traveler
The "Luxury Experience by Mexican Caribbean" campaign emphasizes time and personalization, offering curated experiences that showcase the region's natural beauty and cultural richness. Travelers can enjoy private yacht charters, cenote tours, Mayan cultural excursions and scuba diving in Cozumel. Luxury operators like YachtLife and Riviera Maya Catamarans provide bespoke marine adventures, while onshore options include exclusive shopping at La Isla Shopping Village in Cancun and the Grand Outlet Riviera Maya, Latin America's largest luxury outlet mall.
"We're combining world-class hospitality with unique experiences," Martinez said. "From 13 golf courses to luxury wellness retreats, there's something for everyone. We're also encouraging culinary fusion -- French, Argentine and Italian chefs blending their traditions with Mayan recipes to create something truly unique."
Looking ahead
Quintana Roo's international appeal is undeniable, with direct flights from over 150 cities worldwide and a growing network of luxury properties. The region's partnerships with global brands like Virgin Atlantic, which recently announced a new flight from London Heathrow starting in 2025, further enhance its connectivity.
As Martinez reflects on his first year as Director of the CPTQ, he remains optimistic about the future. "[2025] is going to be a new era," he said. "People are really getting to know the destination. As a promotion board, we don't sell anything. We need to be really helpful with the inspiration part."
Short-term goals for this include an app for travelers to use during their stay, which will highlight itineraries and things to do across the 12 destinations, as well as a new website.
"We're launching a travel agent training program in January or February, as well," he said. "We need to educate since there is so much new information."