Beyond Beaches: Tulum Showcases Its Authentic Side to Europe.

In a strategic effort to strengthen its international presence, Tulum will ramp up its tourism promotion in key European markets during the final quarter of 2025. The initiative includes participation in two major industry events: the International Tourism Fair (IFT) in Paris, scheduled from September 23 to 25, and the World Travel Market (WTM) in London, taking place on November 4 and 5.

Led by the Tulum Tourism Promotion Council, this campaign is part of a broader strategy to expand the destination’s appeal beyond traditional beach tourism. According to Council President Mario Cruz Rodríguez, the promotional agenda will target a more diverse range of segments including wedding tourism, culinary travel, eco-experiences, and wellness retreats—niches that have seen notable growth in recent years.

“Tulum is positioned to offer more than just beaches,” said Cruz Rodríguez. “Our goal is to reinforce our image in Europe as a destination rich in nature, culture, and diverse experiences. European travelers are increasingly seeking authenticity, and Tulum is ready to deliver on that promise.”

–Council President Mario Cruz Rodríguez–

Tulum will join the Mexico Pavilion at both events, sharing space with other national destinations while building connections with European tour operators, agencies, and wholesalers. These partnerships are expected to generate direct bookings for the 2025–2026 winter season, traditionally a high-demand period for the region.