In recent weeks, reports and social media posts have shed light on a growing tourism crisis in Tulum, Quintana Roo. Once one of Mexico’s most vibrant beach destinations, the town is now experiencing a decline in visitors and hotel occupancy.
Travelers point to a combination of factors: excessive prices at hotels and restaurants, alleged overcharging by local service providers, and even restrictions on accessing beaches that are supposed to be public.
Videos circulating on TikTok show areas that were once crowded with tourists now appearing nearly empty. Several creators have shared firsthand footage of deserted beach clubs and quiet streets.
Government Tries to Counter Negative Image
In response, the Quintana Roo government has launched a campaign to improve Tulum’s public image, sharing videos that emphasize the beaches remain open and welcoming.
However, official data from the state’s Tourism Secretariat tells a different story. According to figures from the Tourism Information System, hotel occupancy in Tulum has seen a sharp drop over the past year.
Hotel Occupancy in Tulum
| Year | September |
|---|---|
| 2023 | 66.0% |
| 2024 | 66.7% |
| 2025 | 52.4% |
That 14-point decline represents the steepest drop among Quintana Roo’s major tourist destinations between 2024 and 2025.
Hotel Occupancy by City (September 2024–2025)
| City | September 2024 | September 2025 |
|---|---|---|
| Tulum | 66.7% | 52.4% |
| Cancún | 61.0% | 58.58% |
| Cozumel | 46.9% | 48.8% |
| Isla Mujeres | 48.3% | 46.78% |
| Costa Mujeres | 62.7% | 61.78% |
| Puerto Morelos | 51.5% | 44.42% |
Visitor Numbers Also Down
The decline extends beyond hotels. Between January and May 2025, Quintana Roo recorded a 4.1% decrease in total visitors and a 3.1% drop in air passenger traffic, compared to the same period in 2024.
Data from Mexico’s National Institute of Anthropology and History (INAH) also shows a sharp fall in attendance at the Tulum archaeological site:
Tulum Archaeological Zone Visitors (September)
| Year | Visitors |
|---|---|
| 2023 | 67,888 |
| 2024 | 74,385 |
| 2025 | 18,534 |
A Changing Landscape
For years, Tulum has been a favorite destination among international travelers, known for its bohemian atmosphere and eco-luxury resorts. But rising costs, environmental concerns, and increased privatization have begun to alter that image.
Whether this year’s drop in visitors signals a short-term adjustment or a lasting shift in Mexico’s Caribbean tourism remains uncertain. For now, the quiet beaches and vacant hotels paint a striking contrast to the crowds that once defined Tulum’s appeal.
