Tulum, the popular Mexican destination on the Riviera Maya, has seen a decline of over 10% in hotel occupancy during September 2025, surprising industry observers. Previously celebrated for its luxury resorts, festivals, and wellness retreats, Tulum now faces challenges such as seaweed accumulation on beaches, higher lodging prices, economic uncertainty, and increased competition from short-term rentals.
The slowdown signals a cautionary lesson for tourism markets globally: rapid expansion must be balanced with sustainability, affordability, and a strong visitor experience. Even destinations with high visibility cannot rely solely on momentum; careful planning, regulatory oversight, and attention to quality are essential for long-term growth.
