Mexican Caribbean Tourism Board Launches Advisory Board to Guide Luxury Travel Strategy
Senior U.S. and Mexican travel leaders convened in New York to help shape the region’s long-term luxury travel strategy.
Photo: Jose Vazquez / Unsplash
The Mexican Caribbean Tourism Board has formally launched a new advisory board intended to shape the region’s long-term approach to luxury travel, bringing together senior figures from the U.S. and Mexico across hospitality, media, public relations, and travel strategy. The board held its inaugural session in November in New York City, marking the start of what the tourism authority says will be a structured, multi-year effort to refine how the destination group is positioned in high-value markets.
The 12-member body includes executives and leaders with backgrounds spanning luxury travel sales, gastronomy, consumer trends, and destination marketing. Among those named are Paul Tumpowsky, Nathan Maleh, Benjamin Collier, Samantha Fleischman, and Andrés Martínez. The group’s remit is to provide ongoing guidance as the tourism board develops its 2026–2028 marketing strategy for the Mexican Caribbean’s 12 destinations, which include Cancún, Riviera Maya, Cozumel, Isla Mujeres, Tulum, and Bacalar.
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“The creation of this Advisory Board marks a new chapter for the Mexican Caribbean,” said Andrés Martínez, the CEO of the Mexican Caribbean Tourism Board. “By bringing together top industry leaders from the U.S. and Mexico, we are shaping a strategy that meets the expectations of travelers seeking authenticity, culture, luxury, and unforgettable experiences. This board will play a key role in how the world discovers the Mexican Caribbean.”
During the two-day session in New York, members focused on how affluent travel demand is evolving and where the region sees the greatest opportunity to sharpen its message. A central theme was the need to present the Mexican Caribbean as a collection of distinct destinations rather than a single, monolithic brand, while still maintaining a coherent umbrella identity in global markets. The board also examined how storytelling, media engagement, and reputation-building can better reflect the diversity of experiences across the region’s coastal towns and islands.
Product development and market diversification were also high on the agenda. Discussions included ways to elevate visibility for emerging destinations such as Bacalar, Holbox, Mahahual, and Puerto Morelos, alongside established gateways. Board members highlighted growth areas, including wellness travel, gastronomy-focused itineraries, adventure and nature-based experiences, LGBTQ+ travel, and sustainability-driven tourism, all within a framework that supports higher-end positioning.
From an access and engagement standpoint, the advisory group explored strategies to strengthen the Mexican Caribbean’s presence in key luxury hubs, including New York, Los Angeles, London, and Dubai. Ideas centered on curated events, private-access experiences, and partnerships designed to reach travelers seeking more tailored, low-density travel options, from yachting routes to design-led itineraries and wellness programming.
The tourism board said insights from the Advisory Board will now feed directly into planning for the next three years, with regular meetings scheduled to assess progress and adjust priorities. The next step is translating those recommendations into concrete marketing and partnership initiatives as the Mexican Caribbean finalizes its rollout of the 2026–2028 strategy.
