Photo: Yucatán Magazine

 

The continuing rise of international arrivals into Mexico has produced a parallel acceleration in the luxury hospitality sector. Nationally, the country welcomed 79.3 million international visitors between January and October 2025, a 13.6 percent increase that generated US $28.2 billion in foreign exchange earnings. For the Riviera Maya, that growth has translated into exceptional performance metrics: revenue per available room climbed approximately 27 percent through August 2025, average daily rates increased 21percent, and occupancy held steady at 76 percent even as thousands of new rooms entered the market.

The numbers reflect a fundamental shift in the region’s positioning. Commercial real estate firm CBRE reports that Cancún and the Riviera Maya added 2,070 new rooms between January and May 2025, representing 91 percent of Mexico‘s national hotel inventory expansion. Critically, the new supply skews toward the upper end of the market. The St. Regis Kanai Resort opened with 124 rooms adjacent to the Sian Ka’an Biosphere Reserve, a 620-acre UNESCO World Heritage Site. The Riviera Maya EDITION at Kanai followed with 182 rooms, while the Conrad Tulum brought 349 rooms to the market, featuring five resort pools and 11 restaurants and bars.

“Mexico is in fashion,” declared Tourism Minister Josefina Rodríguez Zamora at a press conference alongside President Claudia Sheinbaum. The minister highlighted October 2025 as the strongest October in Mexican tourism history: 8.3 million international visitors arrived that month, generating US $2.44 billion in spending, a 9.3percent year-over-year increase. The average expenditure of inbound air tourists reached US $1,242.60 through the third quarter of 2025, a 6.1 percent increase, with international tourists spending nearly three times more per purchase than domestic visitors.

The diversification of source markets has particular relevance for the luxury segment. While visitors from the United States remain the largest category at 67.3 percent of total arrivals, the growth rates from long-haul markets indicate strengthening demand from high-spending demographics. Italian arrivals increased 14.8 percent through October, Argentine visitors grew 14.3 percent, South Korean travelers climbed 11.6 percent, and Chinese arrivals rose 10.6 percent. These markets typically book at higher rate categories and extend stays beyond the North American average.

New Luxury Openings Reshape the Competitive Landscape

The roster of luxury properties opening across the Riviera Maya through 2026 reads as a directory of the industry’s most prestigious brands. Rosewood Mayakoba retained its position as the number one resort in Playa del Carmen and number one in the Riviera Maya according to US News & World Report‘s 2025 rankings, earning Five-Star Resort status from Forbes Travel Guide along with Five-Star Spa recognition for Sense, A Rosewood Spa. The property’s Zapote Barearned a place on the North America 50 Best Bar Awards.

Newer entrants are competing aggressively for the top tier. The Secrets Impression Moxché opened in December with 485 suites, seven swimming pools, and a comprehensive spa. The Hyatt Zilara Riviera Maya debuted as an adults-only property with 291 rooms. The Secrets Tulum Resort brought 301 suites to the southern Riviera Maya in October. The Kimpton Tres Ríos, the brand’s first all-inclusive property globally, opened within a 340-acre nature reserve featuring cenotes and ecological trails.

Looking to 2026, the Ritz-Carlton, Riviera Maya will debut with 300 rooms on a 220-acre site featuring 1,600 feet (488 meters) of crescent-shaped shoreline, four pools, a family lagoon, and a farm-to-table dining program with an on-site distillery. The Alila Mayakoba will open as the brand’s first property in Mexico and the Caribbean, offering 182 rooms on 60 acres of mangrove and freshwater canals with an adults-only positioning. The St. Regis Costa Mujeres Resort will extend the brand’s presence north of Cancún.

Air Connectivity Expands for Premium Travelers

Cancún International Airport handled 24.4 million passengers in the first ten months of 2025, maintaining its position as Mexico’s primary Caribbean gateway. The terminal will gain 17 new international routes through June 2026, including historic first: Aer Lingus will inaugurate direct Dublin service on January 6, 2026, marking the first nonstop connection between Ireland and Mexico.

Aeroméxico is expanding its European network with direct flights from Mexico City to Barcelona (March 28, 2026) and from Monterrey to Paris Charles de Gaulle (April 13, 2026), increasing transatlantic capacity by approximately 11percent. The carrier is adding 29 aircraft to its fleet in 2025, with 20 directly tied to FIFA World Cup preparations. Virgin Atlantic will resume Cancún service from London Heathrow with three weekly flights beginning October 19, 2025, operating the route on Airbus A350-1000 aircraft.

Tulum International Airport continues to mature, handling over 1.2 million passengers in 2025. The terminal reduces transfer times for guests at southern Riviera Maya properties including the Conrad Tulum and forthcoming Ritz-Carlton. Current international connections include Atlanta, Miami, Dallas, Toronto, and Montreal.

Five-Diamond Recognition Validates Market Position

The Riviera Maya maintains one of the highest concentrations of AAA Five Diamond properties in Latin America. Current recipients include Le Blanc Spa Resort, Grand Velas Riviera Maya, Rosewood Mayakoba, Banyan Tree Mayakoba, Secrets Akumal Riviera Maya, Secrets Maroma Beach Riviera Cancun, UNICO 20°N 87°W Hotel Riviera Maya, and the Waldorf Astoria Cancun. The Hotel Xcaret Arte and St. Regis Kanai Resort have also earned the designation.

Forbes Travel Guide separately recognized multiple Riviera Maya properties with Five-Star status in 2025. The dual recognition systems validate the region’s premium positioning against competing Caribbean destinations and support rate integrity during peak booking periods.

Peak Season Outlook Signals Strong Demand

The tourism ministry projects nearly 4.9 million tourists nationally during the 2025-2026 year-end holiday period (December 20 through January 11), a five percent increase over the previous year. Destinations including Cancún, Riviera Maya, Los Cabos, and Puerto Vallarta are expected to exceed 80percent occupancy, with premium properties reporting substantially higher figures.

The 2026 calendar presents additional opportunities. The FIFA World Cup (June 11 through July 19) will bring an estimated 5.5 million visitors to Mexico, with spillover demand expected at beach destinations as international travelers extend trips. Mexico will serve as Guest of Honor at FITUR in Madrid from January 21 to 25, 2026, providing a platform for luxury properties to reach European tour operators and travel advisors.

For properties positioned at the top of the market, the fundamentals support continued premium pricing. Average spending by international air tourists has increased 6.1percent year-over-year to US $1,242.60, and the diversification of source markets beyond North America suggests demand resilience even if any single market weakens. The construction pipeline, while substantial, remains concentrated in the luxury and upper-upscale segments where absorption has historically been strongest.

 

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Bryan Dearsley is a luxury lifestyles writer, a prolific traveler, and the Founder of the Riley network of luxury lifestyle websites.