Tulum, located 80 miles south of Cancún along Mexico’s Caribbean coast, was long known as a bohemian retreat for travellers seeking Mayan ruins after beach holidays. The destination has shed its image as Cancún’s quieter sibling, with Mexico’s tourism revenue growing 7.4% in 2024 as travellers increasingly seek authentic experiences.
On 3-6 March 2025, the SITE Global Conference came to Tulum, with praise from SITE executives. Terramar DMC has recognised the shift. The DMC tripled its Tulum staff to meet rapidly growing demand for meetings and incentive programmes in the region.
What is Tulum? Tulum is a pre-Columbian Mayan walled city that served as a major trading port. Evidence of habitation dates back to 564 CE – and its heyday occurred from 1200-1521 CE.
The site was positioned on 12 metre cliffs along the Caribbean coast, making it an important hub for obsidian trade and maritime commerce extending to Belize. When Spanish conquistador Juan de Grijalva sailed past in 1518, he was amazed by the walled city with buildings painted red, blue and yellow.
The infrastructure driving growth Tulum’s transformation accelerated with the 2022 opening of Felipe Carrillo Puerto International Airport. Direct international flights eliminated the need to route through Cancún. New luxury resorts and event venues followed, creating purpose-built spaces for corporate gatherings.
“Since opening, Conrad Tulum Riviera Maya and Hilton Tulum Riviera Maya have welcomed groups to experience the destination’s enchantment,” said Chris LaRose, Hilton’s commercial director. The resorts feature Tulkal, Tulum’s only dedicated convention centre with over 50,000sqft of indoor and outdoor meeting space.
Stairs leading down to the sea at Tulum’s Maya site, MexicoStrategic expansion Terramar’s 300% staff increase was pre-emptive. The company has predicted that Tulum’s potential will continue grow in the future – something that wasn’t spotted by many of the DMC’s competitors.
“We saw the signals early on,” said Lisa DeLeon, Terramar’s vice-president of global sales. “Tulum was rapidly evolving from a boutique getaway to a top-tier destination for international incentive programmes.”
The expanded team includes operations managers, programme designers and local cultural experts. Terramar secured partnerships with eco-luxury resorts and engaged indigenous groups to offer authentic, sustainable experiences.
Proven appeal The destination’s draw extends beyond beautiful beaches. SITE Global Conference chose Tulum for its event, achieving record attendance and ratings.
“The destination offers luxury accommodations, 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.”
Kate Patay, Terramar’s vice president of global engagement, emphasized the company’s data-driven approach. “This isn’t just about growth. It’s about intentional expansion driven by client demand and our deep understanding of the market.”
Tulum’s evolution reflects how emerging destinations can scale without losing their essence. With improved infrastructure and expert local partners, the destination is positioned for continued growth in the group travel sector. Tulum derives from the Mayan word for dawn.
