TULUM, México – Tulum, a once tranquil beach town on the Caribbean coast, has transformed into one of the most sought-after destinations in Mexico. Known for its bohemian charm, serene beaches, and mystical Mayan ruins perched on the cliffs, the town has experienced an unprecedented boom in tourism and development in recent years. This rapid expansion is part of a broader trend reshaping the Quintana Roo region, attracting millions of visitors worldwide, including a significant number from Argentina.
Among the many tourists visiting Tulum is Javier, an Argentine traveler. Gazing over the turquoise waters, he remarks, “Things aren’t how they used to be, but that’s not necessarily bad.” His reflection underscores the duality that many feel about Tulum’s evolution. While it is no longer the untouched paradise it once was, it remains a place of beauty and tranquility, a refuge for those seeking a more laid-back experience than nearby Cancun or Playa del Carmen.
A haven for discerning travelers
While Cancun and Playa del Carmen continue to attract millions of tourists annually, Tulum has emerged as a more intimate, serene alternative. With over 20 million visitors passing through Quintana Roo annually, around 150,000 Argentinians are among those who now prefer Tulum for its relatively unspoiled beaches and quieter ambiance. The town has grown in popularity, drawing those seeking a vacation and an immersive experience that combines nature, culture, and wellness.
“Tulum is a more preserved destination compared to other nearby places,” says Verena Rivetta, the manager of Hotel María del Mar. This boutique hotel offers visitors a personalized and exclusive stay. “People choose us to relax and enjoy the beaches in peace.”
The growing influx of tourists has spurred a surge in boutique hotels along the coastline, blending luxury with sustainability. These boutique accommodations cater to visitors who want something beyond the generic resort experience—offering immersive stays where the environment and local culture play a central role. Yet, large-scale developments, such as the all-inclusive Bahía Príncipe, have also made their mark. These resorts offer round-the-clock entertainment, including cultural performances like Origen, which presents a vibrant journey through Mexico’s rich history and culture.
Cultural and natural attractions: more than just beaches
While Tulum’s beaches may be its main draw, its cultural and natural attractions elevate it beyond a typical beach destination. The Tulum Archaeological Site is among the most iconic landmarks in the Riviera Maya. Perched on a cliff overlooking the Caribbean Sea, these ruins were once a bustling Mayan trading hub, particularly for goods like obsidian and jade. Tulum was protected by a defensive wall, unlike other major Mayan cities, hinting at its strategic importance.
El Castillo, the most prominent structure, served as a lighthouse for Mayan sailors and a temple for religious ceremonies. Today, the site provides a spectacular backdrop for tourists, offering panoramic coastline views, a reminder of Tulum’s historical and spiritual significance.
A short drive from Tulum, travelers can also explore the UNESCO World Heritage Site of Sian Ka’an, one of Mexico’s largest and most biodiverse nature reserves. Sian Ka’an, which means “gate of the sky” in the Mayan language, covers over 652,000 hectares of tropical forests, mangroves, lagoons, and coral reefs. Visitors can take guided boat tours through ancient Mayan waterways, observing the rich array of wildlife, including crocodiles and exotic bird species. The reserve emphasizes ecotourism, with strict rules prohibiting using non-biodegradable sunscreen and insect repellent to protect its fragile ecosystems.
Manuel Galindo, a guide with Community Tours, explains that the region’s commitment to sustainability is central to its appeal. “Sian Ka’an represents the heart of ecotourism in Mexico,” he says. One of the most unique experiences for visitors is floating effortlessly along the reserve’s natural channels, letting the gentle current carry them through the tranquil waters—a peaceful counterpoint to the bustling beaches of Tulum.
Bacalar: a hidden gem of the riviera
Bacalar offers yet another facet of Quintana Roo’s natural beauty for those willing to venture further. Known as the Lagoon of Seven Colors due to its varying shades of blue, Bacalar is located just three hours south of Tulum. This picturesque destination has gained popularity recently for its serene, crystal-clear waters and eco-friendly accommodations. Swimming in Bacalar’s calm lagoon feels like a natural paradise, with hues ranging from deep navy to electric blue.
One of the local attractions is the San Felipe Fort, a relic from the 18th century that transports visitors back to the time of pirates and colonial conflict. However, the lagoon is the true star, with local guides sharing legends about the Gran Dragón Azul, a stunning underwater feature that draws curious travelers. The growing infrastructure around Bacalar is mindful of the environment, offering travelers a peaceful escape in harmony with nature.
Growth and sustainability: a balancing act
Tulum’s explosive growth has not come without challenges, particularly in preserving the environment. Authorities in Quintana Roo are keenly aware of the need to balance development with sustainability. Regulations have been implemented to ensure that the region’s tourism industry grows responsibly, with a focus on green practices. Hotels and resorts are encouraged to adopt eco-friendly practices, such as using renewable energy and minimizing waste, to protect the area’s unique biodiversity.
At the same time, improvements in infrastructure, such as the recent opening of the Felipe Carrillo Puerto International Airport, have made it easier than ever for tourists to visit Tulum. Airlines like Copa now offer multiple weekly flights, connecting Tulum to major American cities via Panama, further solidifying its status as a premier destination.
Xcaret: fun for the whole family
For families seeking adventure, the Xcaret parks are a must-visit. Recently recognized by Forbes Travel Guide for their excellence, these eco-parks combine natural beauty and thrilling activities. Xplor Fuego, one of the most popular parks, offers nighttime zip-lining over the jungle, walks through underground caves, and exhilarating water slides, perfect for those looking for adrenaline.
These parks underscore the diversity of experiences available in and around Tulum, making it a destination that appeals to all types of travelers. Tulum and its surroundings have something for everyone, from history buffs to adventure seekers and wellness enthusiasts to families.
Tulum’s future: a destination in transition
Tulum’s rise to fame has undoubtedly changed the character of this once-sleepy town. But with that change comes opportunity—for tourists to experience one of Mexico’s most unique and breathtaking locations and for locals to benefit from a booming economy. As sustainability remains at the heart of Tulum’s development, its future as a leading destination in the Caribbean seems bright.
