Tulum’s tourism struggles as hotel occupancy plummets in 2025
Tulum has faced a challenging year for tourism in 2025. The Mexican beach town saw fewer visitors during the summer, with hotels occupancy dropping below previous years. Rising costs, record levels of sargassum seaweed, and economic uncertainty in key markets have all played a role in the slowdown.
Now, as the situation begins to improve, local leaders and businesses are working on long-term solutions to secure Tulum’s future as a top destination.
Hotels occupancy in Tulum fell sharply over the summer of 2025. Rates reached just 53.3% in August and dipped further to 48.1% in September—lower than the same period in 2024. David Ortiz Mena, president of the Tulum Hotel Association, pointed to economic instability in the United States, where 60% of Tulum’s tourists originate, as a major factor in the decline.
Another persistent issue has been the record amounts of sargassum washing up on Tulum’s shores. By June, municipal workers had removed 1,900 tons of the seaweed—far exceeding the 1,300 tons collected in all of 2024. The thick layers of sargassum have deterred beachgoers, further reducing visitor numbers.
Despite these challenges, some costs in Tulum have remained steady. Hazael Cerón, coordinator of the Center for Tourism Research at Anáhuac University, noted that hotel prices have stayed stable. However, other expenses, such as taxi fares and even the price of coconuts, have risen, adding to the financial strain on tourists.
Signs of recovery appeared in October, with occupancy climbing to 59.8% and then 69.1% in the following weeks. Local officials now expect continued growth toward the end of 2025 and into early 2026. The upcoming 2026 FIFA World Cup, set to be co-hosted by Mexico, could also bring a boost in visitors to the region.
To address ongoing issues, authorities and business leaders are focusing on strategic planning. Eliazar Mas Kinil, a Tulum City Council member, highlighted the need for clearer rules on beach access and better tourist services. Meanwhile, the Mexican government, Quintana Roo’s local administration, the Ministry of Tourism, and international consultants are collaborating on a development plan. Their goal is to strengthen tourism while preventing excessive costs for visitors.
Tulum’s tourism sector is slowly rebounding after a difficult summer. Hotels occupancy rates are rising, and the 2026 World Cup may bring further benefits. However, long-term success depends on better planning, managing sargassum, and controlling costs to keep the destination competitive.
