TULUM—México. Tulum, a world-renowned destination known for its pristine beaches and ancient Mayan ruins, has recently come under fire following a viral video posted by Belarusian influencer Katsiaryna, widely known on social media as Mami Rusa. In the video, shared on TikTok, she exposes how part of Tulum’s downtown is visibly affected by trash accumulation, raising concerns about the area’s environmental management.
The video, which shows scenes of littered natural surroundings, sparked an intense debate on social media. Users questioned the role of local authorities and tourists in maintaining the beauty of this cherished destination.
A Critique of Tulum’s Environmental Management
As a travel and cultural content creator, Mami Rusa expressed her disappointment at seeing neglected natural spaces in Tulum. In her TikTok video, shot in Tulum’s hotel zone, she commented, “It’s a shame. This part is full of beautiful nature, and people who don’t care are ruining it.” Her critique did not go unnoticed, and the video quickly went viral, drawing thousands of reactions from concerned viewers.
Mami Rusa’s footage highlights a stark contrast to the idyllic image of Tulum many tourists hold in their minds. The accumulation of trash—largely plastic waste and organic debris—impacts not only the local community but also the visitors who come seeking a natural escape.
Amid a heated discussion with a follower who tried to justify the trash due to poverty in the area, Mami Rusa replied, “Poverty has nothing to do with this… In my village, we’re poor too, but you won’t find a piece of trash lying around.” Her comment underscored the importance of environmental awareness and civic responsibility, regardless of economic circumstances.
@mami_rusita #tulum #otroladodelparaiso #otroladodetulum ♬ sonido original – mami_rusa
Tulum’s Struggle with Over-Tourism
Tulum’s explosive rise as a tourist hotspot has brought prosperity and strained its natural resources. Luxurious hotels and a steady stream of tourists have amplified the pressures on Tulum’s fragile ecosystems. The coastal zone, once famous for its crystal-clear waters and white sand, now battles litter, much of it left behind by both residents and tourists.
The growing environmental issue threatens the region’s natural beauty and the health of its ecosystems. Mami Rusa’s criticism emphasizes the urgent need for stricter regulations and public awareness campaigns to balance tourism development and environmental preservation.
Sustainability: The Path Forward for Tulum
Mami Rusa’s viral video serves as a stark reminder that everyone—both locals and tourists—has a responsibility to preserve Tulum’s natural beauty. In a place where the economy is heavily dependent on tourism, local authorities must implement better waste management policies and environmental education programs for tourists and residents.
Tourists can also play a vital role by adopting sustainable practices during their stay, such as using reusable containers, refraining from littering on beaches and respecting the natural environment. Supporting local businesses that promote responsible tourism can further help protect Tulum’s precious resources.
