TULUM, México – The summer of 2024 has marked a turning point for the coastal hotels in Tulum, where occupancy rates hovered between 50% and 60%, according to Carla Patricia Andrade Piedras, Director of the Tulum Hotel Association (AHT). While these figures are considered “acceptable” given the current climate, they represent a significant decline compared to previous seasons, highlighting the challenges the region’s tourism sector faces.
The Challenge for All-Inclusive Resorts
In a recent interview, Andrade Piedras detailed the hotels’ performance during the season. Despite the moderate overall occupancy, hotels operating under the “all-inclusive” model reported slightly more upbeat numbers. However, this relative success is insufficient to offset the decline in occupancy across other types of accommodations. “The increase in the number of available rooms has diluted the positive impact that a higher volume of guests could have on the overall results of these hotels,” Andrade Piedras explained.
She also pointed out the competition that Tulum hotels face from newly opened tourist destinations in Mexico. “The recent opening of other destinations, such as Acapulco, has diverted some of our tourist flow,” Andrade Piedras noted. Additionally, the growing popularity of vacation rentals has further reduced the influx of tourists to Tulum, creating a more competitive environment for the region’s hotels.
A Competitive Environment
The rise of alternative accommodation options, such as Airbnb, has introduced new challenges for traditional hotels in Tulum. Renting a private villa or a boutique home has become increasingly attractive to tourists, particularly those seeking a more personalized and private experience. This trend, coupled with the emergence of new tourist hotspots within Mexico, has made it more difficult for Tulum’s hotels to maintain the high occupancy levels they once enjoyed.
Despite these challenges, Andrade Piedras expressed cautious optimism about the future. She highlighted that the upcoming holiday season from December to January could see a rebound in occupancy levels, provided the right strategies are in place.
Strategies for Recovery
To address the current challenges and stimulate a recovery in occupancy rates, the AHT is focusing on attracting European tourists. Andrade Piedras outlined plans to participate in various international tourism fairs, showcasing Tulum’s unique offerings to a broader audience. They aim to tap into new markets and revitalize the sector by doing so.
Furthermore, the AHT is also strengthening partnerships with local businesses and tour operators to create comprehensive travel packages that appeal to domestic and international tourists. These packages are designed to offer unique experiences that set Tulum apart from other destinations, emphasizing its rich cultural heritage, natural beauty, and luxury accommodations.
Looking Forward
As Tulum navigates the evolving landscape of global tourism, its hotels must adapt to changing consumer preferences and increasing competition. While the summer of 2024 presented significant challenges, the proactive strategies being implemented by the AHT could pave the way for a stronger and more resilient tourism sector in Tulum.
The success of these efforts will depend on the ability of Tulum’s hotels to innovate and differentiate themselves in an increasingly crowded market. By capitalizing on their unique strengths and enhancing the overall guest experience, Tulum’s hospitality industry can look forward to a more prosperous future.
