UMusic Hotel and Beach Club Tulum becomes Zamna's official hotel

UMusic Hotel and Beach Club Tulum will be the official hotel of Zamna, the two companies said this week, in the first phase of a partnership announced before the property has opened.

The arrangement moves VIP access in both directions. Zamna will maintain a dedicated VIP presence at the hotel, and hotel guests will have access to VIP areas at Zamna events. Day parties, after-parties, and special events carrying the Zamna name at the property appear in the announcement as plans rather than as dated commitments.

That distinction carries most of the weight. Both companies present the deal as a way to stretch Tulum's festival economy across a full year, in a town where the hotel association put coastal occupancy below 20 percent this month. Every date attached to the partnership so far falls between December 31 and January 10.

VIP access that runs in both directions

What has been published is narrow, and most of it is about access.

Zamna will help shape the year-round music programming and what the announcement calls the hotel's cultural identity, bringing its artist network and audience with it. The rooms, the 800-capacity beach club, and the creative hub will be run by UMusic Beach Clubs and Lifestyle, a joint venture between UMusic Hospitality and Lifestyle and the IMI Group, the company behind O Beach in Ibiza and Dubai.

Robert Lavia, chief executive of UMusic Hospitality and Lifestyle, framed it as a continuation of the August announcement. Becoming Zamna's official hotel, he said, lets the company "create a more connected experience for fans" while giving artists the studios and stages to make new work.

UMusic Hotel and Beach Club Tulum opens in December

The property is a 57-key hotel with an 800-capacity beach club and a creative hub holding recording studios and content production space. It is due to open in the first week of December.

The project was presented on August 27 as the centerpiece of the alliance signed by UN Tourism, UMusic Hospitality and Lifestyle, Inmobilia and Thor Urbana under the federal Tulum Renace plan. Our report on that announcement noted that it included no investment figure or job count. Neither appears in this one.

Zamna was named there as a collaborator. What is new is the title, the VIP structure and a say in the programming.

Ten days at the end of the year, and no other date

Zamna's own calendar is precise where the partnership is vague.

The platform announced in early September that its tenth-anniversary season in Tulum runs from December 31 to January 10, with ten days of nightly events at its jungle site outside the hotel zone. Zamna was founded in Tulum in 2017 by Enzo Mazza and now stages editions in Barcelona, Madrid, Ibiza, Miami, New York, São Paulo, Dubai and Malta. One event inside the anniversary season has been named so far: the Italian producer Anyma's ÆDEN show on January 4, ticketed separately from the rest of the run, according to We Rave You.

Those are the nights Tulum has never had trouble filling.

The two sites are also not the same place. The hotel is a beachside property with an attached beach club. Zamna's venue is inland, an open-air site built around a cenote outside the hotel zone. Nothing published says how a guest of one is expected to reach the other, or what a room will cost over the ten nights when demand is highest.

The empty months start in May

Davide Rossi, marketing and communications director at Zamna, described the goal as "a true year-round home for our community in Tulum." That home would have to open in months the announcement does not mention.

David Ortiz Mena, president of the Asociación de Hoteles de Tulum, said this month that all-inclusive properties in the municipality are reporting occupancy below 30 percent and coastal hotels below 20 percent, roughly ten points under September of last year. He dated the slump to May and said he expects a gradual recovery from October. Situr, the state tourism information system, put Tulum's accumulated occupancy from January to June at 66.18 percent, 8.13 points below the same period of 2025.

Short-term rentals tell a similar story. They ran at 46 percent in the state's most recent cut, the lowest among the six markets Quintana Roo tracks, as our review of the rental figures set out this week shows.

May to October is the stretch a year-round calendar would have to move. It is also the stretch with nothing on it.

Two versions of Zamna's own audience figure

The one measure of reach the announcement offers does not hold still.

The release puts Zamna at more than 900,000 registered users and 1.6 million social followers. The same paragraph, as it appeared in trade coverage this month, cited more than 500,000 registered users, compared with an identical follower count. Both numbers come from the company, and neither can be checked from outside it.

The commercial structure is absent altogether. No room block for ticket holders, no rate, no terms between the two companies, no number of events a year.

The hotel opens in the first week of December, and Zamna's season starts on December 31. The thing worth checking once those ten days are over is whether a Zamna night ever lands on that May calendar.

Can a year-round music calendar lift Tulum's occupancy in May, or does the season always end in January? Join the conversation and share your perspective with us on Instagram and Facebook at @thetulumtimes.