Located on Mexico’s Caribbean coast, 80 miles south of Cancún, Tulum has transformed from a bohemian retreat to a thriving destination for international group travel. With the country’s tourism revenue growing by 7.4% in 2024, travelers are increasingly seeking authentic experiences. The SITE Global Conference, held in March 2025, praised Tulum’s unique blend of Mayan ruins and beach holidays.
Terramar DMC has recognized the shift in demand and has tripled its staff in Tulum to meet the growing need for meetings and incentive programs in the region. The company’s expansion is driven by its understanding of the market and client demand. Terramar has secured partnerships with eco-luxury resorts and engaged indigenous groups to offer authentic, sustainable experiences.
Tulum’s transformation was accelerated by the opening of Felipe Carrillo Puerto International Airport in 2022, which provides direct international flights to the destination. New luxury resorts and event venues have followed, creating purpose-built spaces for corporate gatherings. The Conrad Tulum Riviera Maya and Hilton Tulum Riviera Maya resorts feature Tulkal, Tulum’s only dedicated convention center with over 50,000 square feet of indoor and outdoor meeting space.
“The destination offers luxury accommodation, authentic experiences, and a stunning natural setting,” said SITE CEO Annette Gregg. “Tulum has a unique sense of place, combining ancient land with modern luxury.”
Terramar’s vice president of global engagement, Kate Patay, emphasized the company’s data-driven approach to expansion. “This isn’t just about growth; it’s about intentional expansion driven by client demand and our deep understanding of the market.”
Source: CMW
