Mexican Caribbean summer tourism hit by low occupancy as sargassum and high airfares deter visitors

The Mexican Caribbean entered the summer season with hotel occupancy below 60%, alarming tourism businesses that had high hopes for a post-World Cup boost. Occupancy averaged 59.6% during the first week of July, according to the Quintana Roo Tourism Information System (Situr), with some areas like Costa Maya (31.9%) and Tulum (41.5%) faring far worse Source: infobae.

The numbers

• Costa Mujeres led with 71.3% occupancy, followed by Cancún (67.7%) and Isla Mujeres (62.8%).
• Riviera Maya (54.1%) and Cozumel (54.3%) were below 60%, while Puerto Morelos (48.9%) and Holbox (48.1%) lagged further Source: infobae.
• In Playa del Carmen, small hotels reported roughly 32% occupancy, down 15 percentage points from 2025; about 15% have suspended or closed permanently Source: infobae.

Why it's happening

Key factors include persistent sargassum (over 83,000 tons collected so far this year), high airfares due to jet fuel prices, and a shift in global travel patterns away from sun-and-beach destinations. The 2026 World Cup failed to deliver expected connections as tourists prioritized US domestic travel Source: infobae.

The response

Industry leaders are pressing for diversification. Fernando Oliveira of Canirac stated that Playa del Carmen must promote gastronomy, nature, and culture to reduce dependence on beach tourism. "Playa del Carmen is much more than beach," he said, noting the region's Michelin Guide presence as a competitive advantage Source: heraldomx. Authorities are also meeting with federal tourism officials to update strategies and improve competitiveness Source: infobae.