Governor Mara Lezama Espinosa and Julia Simpson, the president of the World Travel and Tourism Council (WTTC), have agreed to intensify their efforts to further establish Quintana Roo as a leading international tourism destination. During a meeting in Cancun, they discussed an action plan for sustainability and the verification process for local hotels. They also addressed the need to strengthen measures against child exploitation and human trafficking.

Simpson noted that Cancun has seen a 9% increase in international arrivals this year compared to 2023. The primary source markets are the United States, Canada, and Argentina. "Quintana Roo has positioned itself as a global tourism benchmark. I'm from London, and people are always talking about Cancun. It boasts world-class infrastructure, including four international airports and ports that can accommodate millions of tourists each year," she said.

Simpson added that while Mexico is the largest travel and tourism economy in Latin America, there is a need for ongoing efforts to maintain this standing due to increasing competition and the emergence of new destinations. This includes enhancing national promotional activities. The WTTC is committed to ensuring the sector's competitiveness and sustainable growth through the development of both physical and digital infrastructure.

According to the latest economic impact report, Simpson predicts that this year will set a record for global travel and tourism. Mexico is also expected to see significant growth, and by the end of 2024, the tourism industry is projected to be a major source of employment across the country.

Bernardo Cueto Riestra, the Secretary of Tourism in the state, confirmed that the state's 12 destinations and the hotel industry will utilize the WTTC's sustainability tools. "We discussed the necessity of collaborating with the WTTC to elevate the tourism sector, which is crucial for Mexico, on the national agenda. For Quintana Roo, tourism is a priority, and we want it to be the same for the rest of Mexico," he said.