megan drillinger
Mexico’s Caribbean has long been synonymous with luxury, but a new chapter is being written under the leadership of Andres Martinez, director of the Tourism Promotion Council of Quintana Roo (CPTQ). In his first year in office, Mr. Martinez introduced the “Mexican Caribbean Luxury Experiences” campaign, an innovative initiative that positions Quintana Roo’s 12 destinations as Mexico’s luxury travel hub. As the region prepares for 2025, Martinez shares his vision for the future, highlighting time, exclusivity and unparalleled experiences as central themes.
Redefining luxury in Mexico and the Caribbean
“Luxury is a very personal experience,” Martinez said. “Each of our destinations offers travelers the freedom to define luxury on their own terms: the luxury of time, special experiences, and extraordinary experiences.” The campaign takes a holistic approach. We focus on a wide range of luxury options, from designer shopping and white sand beaches to state-of-the-art spa treatments and renowned golf courses.
What makes this campaign unique is the scale and variety of services offered by Quintana Roo. “We have 133,000 hotel rooms,” Martinez said. “To put that in perspective, we have just 20,000 fewer rooms than Las Vegas. We have more rooms than New York, we have more rooms than Paris, we have 10 times the square footage of Puerto Vallarta, and we’re still growing. .”
New infrastructure such as Tulum Airport and the long-awaited Tremmaya make the region more accessible than ever. “Our main goal is to make it easier for travelers to explore this vast region. Visitors may come for Cancun, Playa del Carmen, or Tulum, but in the future will be able to more easily discover the diversity and richness of other destinations,” says Martinez. Said.
A luxurious range of accommodation options
Accommodation in Quintana Roo reflects the diversity of luxury services catering to every taste and preference. “For years, we have been home to iconic luxury brands such as Kempinski, Fairmont, Banyan Tree and Rosewood,” Martinez said. “But luxury here isn’t limited to traditional hotels. You might stay in a secluded jungle retreat or a boutique hotel overlooking the ocean. You’ll also find exclusive amenities and a world of Some go for an all-inclusive experience with class cuisine.”
Typical accommodations include Atelier Playa Mujeres, Banyan Tree Mayakoba, Habitas Bacalar, and Be Tulum Beach & Spa Resort. Recently, 18 hotels in the region were awarded the Michelin Key for outstanding service and unique concepts. Hotel Esencia in Tulum won the prestigious Three Keys Award for its beachfront bungalows and organic spa inspired by Mayan traditions. Maroma: The Belmond Hotel was also celebrated and included in the World’s 50 Best Hotels 2024 list.
Gourmet spots on the rise
Quintana Roo’s culinary scene is making waves, winning Michelin honors for the first time last year. Restaurants such as Cocina de Autor Riviera Maya, Le Chique and HA’ received one-star ratings for their innovative menus that combine local flavors with modern techniques. Additionally, 17 properties in Playa del Carmen, Tulum, Puerto Morelos, Cancun and Isla Mujeres earned Michelin Bib Gourmand or Recommended honors.
Arca in Tulum, ranked 32nd on Latin America’s 50 Best Restaurants list, exemplifies this approach with dishes like roasted bone marrow with tamarind glaze and shrimp baked in chili butter. Quintana Roo’s bar scene is also thriving, with Arca being named to the 50 Best Bars in North America list.
Curated experiences for every traveler
The “Mexican Caribbean Luxury Experience” 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 tours, and scuba diving in Cozumel. Luxury shipping companies such as YachtLife and Riviera Maya Catamarans offer tailored ocean adventures. Land-based options include upscale shopping at La Isla Shopping Village in Cancun and Grand Outlets Riviera Maya, Latin America’s largest luxury outlet mall.
“We are combining world-class hospitality with a unique experience,” Martinez said. “From 13 golf courses to luxury wellness retreats, there’s something for everyone, and our French, Argentinian and Italian chefs blend their traditions with Mayan recipes to create authentic… We also encourage fusion cuisine to create something unique.”
Looking to the future
Quintana Roo’s international appeal is undeniable. With direct flights from over 150 destinations around the world, we have a growing network of luxury properties. Connectivity is further strengthened by the region’s partnerships with global brands such as Virgin Atlantic, which recently announced new flights from London Heathrow Airport from 2025.
Looking back on his first year as CPTQ director, Martinez remains optimistic about the future. “(2025) will be a new era,” he said. “People are really starting to know more about destinations. As an advertising committee, we don’t sell anything. We need to really help in the inspiration part.”
Short-term goals for this include an app highlighting itineraries and activities across 12 destinations, and a new website for travelers to use during their stay.
“We are also planning to start a travel agent training program in January or February,” he said. “There’s a lot of new information and we need to educate.”
