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Can Tulum, Mexico Get Its Groove Back?

The Yucatan Destination Is Seeing Declining Tourist Numbers, Environmental Issues, and Higher Rates

By Estefanía Muriel for Ruta Pantera on 10/16/2025 9:25:09 AM

Can Tulum get its groove back? A look from the top of the business world With recent evidence of declining tourist numbers, an environmental crisis, and rising rates, Tulum faces a dilemma that demands immediate and sustainable action. Tulum, the tourist jewel of the Riviera Maya, is experiencing one of its worst crises in recent years. This summer saw dramatic drops in hotel occupancy, protests by transportation workers, and complaints from tourists about excessive rates and environmental problems. The question looming over business owners and authorities is: can this destination regain its luster without sacrificing its essence? General context During the 2025 high season, hotel occupancy in the coastal areas of Tulum has plummeted to between 15% and 40%, according to Jorge Portillo Mánica, the municipal councilor. Some hotels have barely one or two rooms occupied, a "critical" situation never seen before for this destination (Riviera Maya News, 2025) ( Riviera Maya News ). Public transportation between Tulum and Playa del Carmen reflects the severity: more than half of the daily users have been lost, going from about 70,000 passengers a day to figures between 30,000 and 35,000 (Mexico News Daily, 2025) ( Mexico News Daily ). Furthermore, environmental phenomena such as the massive arrival of sargassum, the degradation of cenotes and mangroves, and insufficient infrastructure to manage noise and solid waste exacerbate the crisis. Studies indicate that urban growth has invaded flood-risk areas, underground rivers, and wetlands, leaving the destination more vulnerable to climate impacts (Audefroy, 2022, various paras.) ( ResearchGate ).
Key factors a) Environmental problems and insufficient sustainability Sargassum on beaches has become a magnet for criticism; it has been cited, along with high costs and fees for tours and access to certain services, as one of the main reasons for the drop in tourists. ( Travel and Tour World ) Groundwater contamination from inadequate drainage systems, inadequately managed solid waste, and the destruction of ecosystems such as mangroves pose real threats not only to Tulum***s image but also to its long-term viability. Audefroy (2022) also points out that municipal development plans have ignored flood risk maps and other impacts, leaving new expansion zones highly vulnerable. ( ResearchGate ) b) Rising infrastructure and costs The recent opening of Tulum International Airport promised an increase in tourist arrivals. However, several airlines have canceled or reduced flights to the new airport, citing low profitability and complicated logistics. ( Cancun Sun ) Operating costs, tour fees, internal transportation, and beach access are generating resentment among visitors. Complaints about "abusive" rates have multiplied. Portillo Mánica has pointed to several of these fees as an obstacle to returning to the previous level of tourism. ( Riviera Maya News ) c) Image and security Concerns about insecurity, excessive fees, and unsatisfactory experiences have eroded the confidence of potential tourists. Furthermore, relative overcrowding—Tulum has more than 39 tourists per capita, compared to 31 in Cancún (Forbes, 2025)( Forbes )—is generating criticism about the impact on the environment and local quality of life. Instances of unregulated mass tourism have fueled narratives of "eco-chaos," where eco-destination branding is increasingly perceived as a facade for uncontrolled development. ( Medium ) Direct impact For local residents, the decline in tourism translates into lost income: transportation, hotel services, restaurants, and souvenir shops are already experiencing sales far below expectations. In transportation, operators are having to cover rising maintenance and fuel costs, with rigid fares. ( Mexico News Daily )

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