Quintana Roo began its participation on Wednesday in the 45th edition of the Asociación Colombiana de Agencias de Viajes y Turismo Vitrina Turística ANATO 2026 in Bogotá, where it was named International Guest Destination. The event, which runs through February 27, positions the Mexican Caribbean at the center of Colombia’s largest tourism trade fair and reinforces the state’s strategy to strengthen air connectivity and commercial ties with one of its most consistent Latin American markets.
The designation highlights Quintana Roo’s role as one of Mexico’s most commercialized international destinations in Colombia, with more than 224,000 passengers traveling from Colombia to Cancún between January and September 2025, according to ANATO-ETA quarterly survey data.
Air connectivity expands with new Medellín route
Ahead of the fair, a joint trade show was held in Medellín with Viva Aerobús, where officials announced a new direct Cancún–Medellín route scheduled to begin operations in June. The launch adds to the existing direct connections between Bogotá, Medellín, and Cancún, which currently total 33 weekly frequencies and nearly 6,000 seats per week.
Hotel representatives affiliated with the Asociación de Hoteles de Cancún, Puerto Morelos, and Isla Mujeres participated in the Medellín event, presenting their destinations’ offerings to wholesalers and travel agencies. During those meetings, stakeholders emphasized the migration protocols implemented in 2025, a measure aimed at reinforcing traveler confidence in the Mexican Caribbean.
For Tulum and neighboring destinations within the state, expanded air service from Colombia could translate into higher visitor flows during both peak and shoulder seasons. And while most Colombian arrivals land in Cancún, onward travel disperses visitors across the Riviera Maya, including Tulum’s hotel and tour sectors.
Colombia remains a key outbound market
According to ANATO data, Mexico ranked among the top three most commercialized international destinations by Colombian travel agencies between July and September of last year. More than 236,000 Colombians visited Quintana Roo in 2024, accounting for 38.6 percent of all Colombians traveling to Mexico and 2.3 percent of total international visitors to the Mexican Caribbean.
In 2025, the figure remained above 232,000 visitors, representing close to 40 percent of Colombians who chose Mexico as a destination. Paula Cortés Calle, executive president of ANATO, said the Mexican Caribbean holds a 15.8 percent share of sales among Colombian agencies, surpassed only by Spain and the Dominican Republic. She noted that more than half of Colombian outbound travelers purchase sun-and-beach products, a segment where Quintana Roo maintains strong positioning.
These figures matter locally because Colombia has become one of the most stable South American feeder markets for the region. Consistent demand helps buffer fluctuations in other international segments and supports year-round occupancy across hotels, tour operators, and transportation providers.
Delegation outlines strategy in Bogotá
The Quintana Roo delegation is led by Bernardo Cueto Riestra, Secretary of Tourism, and Andrés Martínez Reynoso, director of the Consejo de Promoción Turística de Quintana Roo. During the opening of ANATO 2026, Cueto emphasized cultural and social ties between Colombia and Mexico, stating that Colombian travelers arriving in the Mexican Caribbean are welcomed as if they were at home.
Officials also framed Quintana Roo as an integrated tourism hub composed of 12 distinct destinations, offering experiences that range from Mayan heritage sites to cenotes, jungles, and nature reserves. The state currently receives more than 20 million visitors annually, according to official figures.
For Tulum, that positioning reinforces its inclusion within the broader Mexican Caribbean brand. Although the fair centers on Cancún as the primary gateway, Tulum’s hotels, archaeological zone, and eco-tourism offerings are part of the portfolio promoted to Colombian agencies.
The participation in ANATO also aligns with the state’s broader tourism framework, which promotes innovation, sustainability, and hospitality standards. State officials linked this strategy to what they describe as a new phase in tourism development under Governor Mara Lezama Espinosa.
What this means for Tulum businesses
In practical terms, the strengthened relationship with Colombian agencies could increase bookings through tour operators and travel packages that combine Cancún with Riviera Maya destinations. That may benefit Tulum’s boutique hotels, transportation providers, excursion companies, and restaurant sector.
The emphasis on migration protocols is particularly relevant following concerns raised in past years about entry procedures for some South American travelers. By highlighting updated protocols during trade meetings, tourism authorities appear focused on reducing uncertainty that could deter bookings.
Air connectivity remains central. Thirty-three weekly direct flights between Bogotá, Medellín, and Cancún create predictable capacity, and the new Medellín route scheduled for June may add incremental demand. Higher seat availability typically supports competitive pricing and facilitates group travel, two factors that influence Colombian outbound tourism.
For residents and workers in Tulum, increased Colombian arrivals could affect employment levels in hospitality and services, especially during the second half of the year when the new route becomes operational. It may also shape marketing campaigns and partnerships between local businesses and Colombian travel agencies.
A strategic relationship entering 2026
The 45th anniversary of ANATO underscores its status as one of Latin America’s leading tourism trade events. By naming the Mexican Caribbean as an International Guest Destination, Colombian industry leaders signaled the importance of bilateral tourism flows at a time when sun-and-beach demand continues to drive outbound travel.
For Quintana Roo, the immediate next steps involve converting trade fair meetings into confirmed contracts and expanded routes. The new Cancún–Medellín service is scheduled to begin in June, while existing Bogotá and Medellín frequencies continue operating weekly.
The outcome will become clearer in booking data over the coming months. But the scale of Colombian travel to Quintana Roo suggests that decisions made at ANATO 2026 could shape occupancy rates and air connectivity patterns throughout the year.
As Colombia remains a top Latin American source market, the ANATO 2026 participation reflects a calculated effort to secure sustained demand for the Mexican Caribbean. For Tulum, the question is how effectively local businesses integrate into that growth and convert connectivity into direct economic gains.
The ANATO 2026 fair may be taking place in Bogotá, but its impact will be measured in hotel stays, flight arrivals, and tourism revenue across Quintana Roo.
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