Mexico’s State of Quintana Roo—which encompasses 11 tourist destinations including Cancun and Cozumel—has launched the Quintana Roo Tourism Board.

The new tourism board will manage the brands that make up the state’s tourism sector in an effort to create a unified promotional strategy for Quintana Roo, while also promoting the often overlooked destinations of the region.

“The intention of the state government is to promote tourism development in other parts of the state less known and less visited by tourists,” says Dario Flota Ocampo, director of the Quintana Roo Tourism Board. “The intention is to benefit from the experience acquired promoting Cancun and the Riviera Maya to benefit places such as Holbox, Bacalar, and Chetumal.”

Other destinations within Quintana Roo are Riviera Maya, Playa del Carmen, Isla Mujeres, and Tulum. While the 11 total destinations that make up Quintana Roo will be represented by the new tourism board, Flota says the board is ensuring that each location maintains its uniqueness and its identity. The tourism board has taken note of each region’s strengths, attractions, culture, nature and gastronomy to create strategic marketing efforts for each destination within the larger plans to promote the region as a whole.

“We will present each of these destinations very differently in graphics and social media to maintain an identity that differentiates it from the others,” Flora Ocampo explains. “We hope that potential tourists get to know the attractions and decide to visit a new destination that Quintana Roo has to offer.”

Quintana Roo Tourism Board
Aerial view of the beach in Cancun.

Quintana Roo is currently experiencing a period of growth with approximately 4,000 new hotel rooms anticipated for 2018. This is in line with the increase in number of visitors. Over 16.9 million travelers visited Cancun and Riviera Maya in 2017, representing an increase of 5.3 percent from 2016, and the destinations expect to end the year with an additional four million national and international tourists.

“The establishment of the Quintana Roo Tourism Board has come about in the perfect timing,” says Daniela Trava Albarran, general manager of Grand Residences Riviera Cancun. ”The region has undergone a significant upgrade within the past five years alone and has truly created a luxury travel destination worthy of being highlighted as its own special area to visit.”

Trava Albarran also believes that the new tourism board will bring more visitors to the region’s lesser known areas like Puerto Morelos, the former fisherman village where Grand Residence Riviera Cancun is located.

“The distance the resort has from Cancun and even Playa del Carmen allows for it to offer travelers a more relaxed and engaging experience in the culture, cuisine, and virtually untouched areas this specific town encompasses,” says Trava Albarran.

Like Trava Albarran, Flota Ocampo is optimistic about the potential for collaboration between the Quintana Roo Tourism Board and members of the tourism industry in the state.

“I believe that the tourism community—both hotels and service providers—will be our allies as soon as the board begins its activities to try to attract more visitors and generate more economic income in the destination,” he says.

For a Grand Experience in the Yucatan, don’t miss this story about Victory Cruise Lines sailings.

And, for more information on the Quintana Roo region, visit visitmexico.com/en/main-destinations/quintana-roo.