Tulum Team Triples

Tulum’s Moment: From Side Trip to Standalone Star in the Group Travel Scene

For years, Tulum was the hidden gem nestled quietly in the shadow of Cancún—a boho escape for travelers seeking turquoise waters and spiritual retreats after the bustle of a larger resort stay. But today, Tulum is no longer a sidebar in an itinerary. With the recent opening of its international airport and a wave of thoughtful new development, this once laid-back beach town has emerged as a powerhouse in its own right, especially for group business, meetings, and incentives.

“This expansion and investment in tripling our team presence in the region came from watching multiple factors across the destination that indicate continued growth. Indicators such as increased infrastructure and additional airlift, coupled with our focus on luxury group business that serves the addition of newer hotels and event spaces, give us the unique ability to continue to deliver unparalleled service in one of the most beautiful destinations in Mexico.” -Sunny Irvine, Managing Partner, Terramar DMC

A Destination Designed for Growth

The launch of Felipe Carrillo Puerto International Airport marked a turning point for Tulum. No longer dependent on Cancún for access, the area has seen a rapid evolution in infrastructure, hospitality offerings, and accessibility. Luxury resorts, wellness-focused retreats, and design-forward venues have cropped up along the coastline, creating the ideal blend of style, service, and scenery for planners looking for the next big destination.

“Since opening in 2022, Conrad Tulum Riviera Maya and Hilton Tulum Riviera Maya All-Inclusive Resort have been welcoming groups to experience the enchantment of the destination, which has become a meetings and incentives hotspot thanks to its unique blend of natural beauty, modern infrastructure and improved air connectivity,” said Chris LaRose, Commercial Director & Area Vice President of Hotel Operations for Hilton. “The resorts feature Tulkal, the only dedicated convention center in Tulum designed to meet the evolving needs of groups. Nestled among the mangroves, Tulkal offers more than 50,000 square feet of indoor and outdoor spaces featuring upscale amenities including state-of-the-art technology, elevated catering,  thoughtfully curated wellness experiences, and local programming that enable meeting planners to create truly seamless, impactful events.”

But it’s not just about beautiful new builds. It’s about businesses that understood the assignment before it was handed out.

Terramar: Forecasting Growth Before It Hit the Runway

As a trusted DMC with deep roots across Mexico and a name synonymous with delivering unparalleled experiences, Terramar recognized the unique potential of Tulum early on. While others saw it as an optional day trip, Terramar invested in Tulum as a future hub for meetings and incentives, expanding local operations by 300%, growing their team, and tailoring services to meet the demands of a sophisticated, high-touch clientele. The result? A seamless blend of logistical expertise, creative vision, and cultural authenticity that’s now setting the standard in the region.

“We saw the signals early on. Tulum was rapidly evolving from a boutique getaway to a top-tier destination for international incentive programs,” said Lisa DeLeon, Vice President of Global Sales. “Our clients are seeking authentic and memorable experiences that align with their brand values, and Tulum delivers that in every way. We’ve scaled our operations to not only meet the demand but to exceed expectations with unparalleled service and creativity.”

Terramar’s evolution is more than just a business case; it’s a lesson in how companies can grow alongside a destination without losing their soul. From bespoke beachside welcome receptions to meaningful excursions that honor Mayan heritage, they’re delivering experiences that feel both luxurious and rooted in place.

Why Tulum Makes Sense Now for Group Business

“Our SITE Global Conference in Tulum was one of the highest attended and rated in our history. The destination offers luxury accommodations, authentic experiences, and a stunning natural setting for a perfect group event. Now with two international airports servicing the region, we have more options for attendees for convenient and cost-effective flights. Tulum has a unique sense of place, combining ancient land with modern luxury. We will definitely take a program there again!” -Annette Gregg, CMM MBA CIS, CEO of SITE (Society for Incentive Travel Excellence)

• Accessibility: Still very accessible via CUN, new direct international flights into TQO airport are bringing attendees closer than ever

• Versatile Venues: From eco-chic resorts to high-end boutique hotels, Tulum offers venues that appeal to both corporate and incentive groups

• Sustainable Sophistication: Tulum still leads with sustainability and authenticity, two key priorities for today’s discerning travelers and industry planners

• Local Partnerships: Companies like Terramar DMC make it easy to plan with confidence, offering on-the-ground insight and regional support that understands how to elevate every program

Looking Ahead

The expanded team includes additional operations managers, creative program designers, and local cultural experts to deliver exceptional service and innovation. Terramar has also secured new partnerships with eco-luxury resorts, become one of the largest local transportation providers, and engaged indigenous cultural groups to offer clients a broader and more sustainable portfolio of experiences.

“This isn’t just about growth. It’s about intentional expansion driven by data, client demand, and our deep-rooted understanding of the market,” added Kate Patay, Vice President of Global Engagement. “Tulum represents the intersection of inspiration, connection, and purpose, and we are honored to help our clients and partners bring their visions to life in this extraordinary destination.”

Tulum’s transformation is more than a travel trend. It’s a reflection of how emerging destinations can step into the global spotlight without losing what made them special in the first place. With thoughtful investment, responsible development, and expert partners leading the way, Tulum is ready for its moment…and it’s only getting started.