Overview

• The campaign is live across social media, television, billboards, metro stations and airports in Mexico and other markets to raise Yucatán’s profile.
• It aims to boost local family incomes by promoting sustainable, community-based experiences that highlight living Maya culture, cuisine and nature.
• Target segments include family, romance, luxury and meetings travel with itineraries designed to extend average stays for domestic and international visitors.
• By extending average stays, the campaign seeks deeper economic benefits in rural areas beyond major tourist attractions.
• Integration with the Tren Maya network and a planned expansion of Mérida Airport will improve access to rural communities and support projected visitor growth.