The Mexican Caribbean strengthens its MICE positioning in Europe with new alliances and actions for 2026
Rocío González Jonguitud, Director of Tourism Operations for the Quintana Roo Tourism Promotion Council, details the destination's participation in IBTM World Barcelona and anticipates key strategies for the European market
What is the importance of the European market and the MICE segment for the Mexican Caribbean?
The Mexican Caribbean is present at IBTM Barcelona with 10 exhibitors, including hotel chains such as Palace Resorts, Posadas with Grand Fiesta Americana Coral Beach, Hoteles Xcaret, Hoteles Oasis, and Coco Bongo, which is part of the MICE value chain. Our goal is to promote our 12 destinations, our hotels, and all the attractions we offer. For the European market, the main segment is incentive travel, followed by conferences, which are the ones we attract most from Europe.
Besides participating in trade fairs, what promotional goals and actions do you have planned for next year?
In addition to continuing our participation in trade shows like IBTM, IMEX, and FIEXPO, this year's edition allowed us to solidify several meetings where we defined actions with companies such as Global MICE Forum, experts in European events, to establish multiple collaborations throughout 2026. We are also working with Meeting Planners in Italy and Spain, as well as with various associations. Last week, we attended the ICCA Congress to attract more conferences to the destination. Furthermore, we are collaborating with the SITE Association to participate in their global and regional events.
What kind of incentives or support do they offer to travel agencies and event organizers?
For groups holding sessions or events in the Mexican Caribbean, we offer the benefit of a zero tax rate, which waives the 16% international group tax, thus encouraging their visit. We also have commercial partnerships with airlines to offer special fares. For congresses, we assist medical, financial, and pharmaceutical associations in choosing our destination as their venue.
Are there any investments or new developments in connectivity that you can share?
Yes, we are working on new routes and connectivity improvements, but those announcements will be made official after FITUR, where we will present several new developments.