Quintana Roo Pitches Sustainable Tourism Ahead of FITUR 2026

Speaking ahead of her participation at the 2026 International Tourism Fair (FITUR) in Madrid, Quintana Roo Gov. Mara Lezama Espinosa (Morena) outlined her administration’s tourism strategy, centered on sustainability, regulation and broader social benefits. Lezama also underscored the sector’s role as the main economic engine of the Caribbean state.

In an interview with El País, Lezama said tourism growth in Quintana Roo must continue, but under stricter environmental and social criteria. “Tourism can grow, but it must be sustainable, aligned with the law and respectful of the environment,” she said. She added that projects that could damage ecosystems would not be permitted, stressing that nature is the state’s core tourism asset.

The governor also highlighted efforts to democratize tourism by increasing the participation of local communities, cooperatives and artisans. At FITUR, representatives from these groups joined state officials to market their products directly. “For many years, communities were spectators of tourism success,” Lezama said. “Now we want them to be protagonists and take prosperity home.”

Lezama emphasized that while tourism is the backbone of the state’s economy, the sector must balance growth with residents’ quality of life. She noted that Quintana Roo has implemented stricter rules for short-term rental platforms, which are now required to obtain state and municipal operating licenses, register in the state tourism registry and comply with civil protection and safety standards. These platforms pay a 6% lodging tax, compared with 5% for hotels. Cruise passengers, meanwhile, pay a fee that is matched peso for peso by the state, with the proceeds allocated to security, water systems and urban infrastructure.

According to Lezama, these measures have contributed to a more sustainable tourism model. She said Quintana Roo has reduced its poverty rate by 9.3%, allowing about 177,000 people to exit poverty since 2022. Housing has been a key policy focus of her administration, with more than 50,000 homes under construction for workers earning two minimum wages or less, many of whom are employed in  the tourism sector.

Lezama said these changes have been possible in part due to the scale of Quintana Roo’s tourism economy. The state operates four international airports and has about 140,000 hotel rooms. More than 24.4 million passengers arrived at Cancun International Airport between January and October 2025, making it the country’s second-busiest airport after Mexico City. Hotel occupancy remained high toward the end of the year, she added.

Despite tourism’s central role, Lezama stressed that success cannot be measured solely by visitor numbers. “There cannot be tourist paradises with pockets of marginalization,” she said. “Prosperity has to be shared.” She added that public access to beaches is guaranteed and that projects such as the Tulum urban regeneration plan and coordination with the Maya Train aim to improve order, mobility and environmental management while sustaining the sector that underpins Quintana Roo’s economy.

Despite the governor’s statements, Quintana Roo has faced scrutiny over aspects of its sustainability policy. Cozumel, one of the state’s largest cruise ports, charges among the lowest docking fees in the world. In 2024, docking at a pier in Cozumel’s marina cost MX$20 per foot per day. By contrast, comparable fees in ports in Los Angeles or Florida range from US$120 to US$240 per foot—up to 240 times higher than the rate charged in Cozumel.

Local opposition has also intensified in Cozumel over the government’s decision to allow the expansion of a Royal Caribbean cruise ship pier. In April, citizen groups gathered more than 200,000 signatures opposing the company’s plan to expand a pier at the Villa Blanca Reef. The reef, which has undergone nearly two decades of coral restoration efforts, is considered a critical marine habitat and a popular site for diving and snorkeling. While the project was initially halted in 2022 due to environmental concerns, the Ministry of Environment and Natural Resources (SEMARNAT) ultimately authorized it, reigniting fears of coral loss, sedimentation and water pollution.