SMH 2026: The Evolution of Hospitality Has a Date in Mérida

The Summit Mexicano de la Hospitalidad (SMH) confirmed its second edition for May 27 and 28, 2026, at the iconic Hotel Fiesta Americana Mérida, located on Paseo Montejo. The event positions itself as one of the most influential gatherings in Mexico for hospitality professionals looking to grow, be inspired by leading voices in the industry, and actively contribute to shaping the future of hospitality with a conscious, innovative, and human-centered vision.

SMH was created from the vision of Rocco Bova, a leader committed to professionalizing the industry, developing Mexican talent, and positioning Mexico as a global hospitality reference. What began as a response to the need for real dialogue, ongoing education, and strategic collaboration has evolved into a high-impact platform that brings together the most relevant players in the sector.

The official dates for SMH 2026 are May 27 and 28. Over two days, attendees will experience an intensive agenda of keynote sessions, thematic panels, and networking opportunities designed to generate meaningful conversations, reveal new trends, build long-term relationships, and provide practical solutions to the challenges facing the hospitality industry.

The thematic pillars of SMH 2026 will cover key areas shaping the future of hospitality. Marketing and Sales will focus on winning strategies, distribution models, and digital funnels that redefine how to connect with and retain today’s traveler. Design and Architecture will explore emotional spaces, sensory design, sustainable architecture, and functional concepts that create memorable guest experiences. Sustainability will address how environmental responsibility, community impact, and operational efficiency can work together in profitable models. Branding will highlight storytelling and authentic identities that build loyalty in a competitive market. Hotel Projects will present the Mexico Vision 2030, with insights into developments and brands transforming the country’s tourism landscape. Glamping will analyze the growth of luxury experiences in nature that combine design, authenticity, and profitability. Wellness will examine wellbeing as a driver of loyalty, new real estate models, and long-term business growth. Robotics and Artificial Intelligence will showcase how technology is personalizing guest experiences, automating operations, and increasing efficiency across hospitality businesses.

SMH 2026 will feature leaders and representatives from internationally recognized brands such as Grupo Meliá, Belmond Hotels, Six Senses Hotels and Resorts, Chablé Hotels and Resorts, Preferred Hotels and Resorts, Relais and Châteaux, Nayara Resorts, Design Hotels, Journey México, Abercrombie and Kent, Accor Hotels and Resorts, Hamak Hotels, and Paradero Hotels. These voices will share their perspectives on conscious leadership, innovation with purpose, and the evolution of hospitality business models.

The experience will also include optional activities to enhance the time in Mérida. One of them will be a welcome evening designed to encourage networking and meaningful connections through the richness of Yucatán’s gastronomy. Attendees will also be able to enjoy an “educational vacation,” combining professional learning with the cultural, culinary, and natural attractions of Mérida, making SMH a unique opportunity for both personal and professional enrichment.

With the support of key partners such as Anáhuac Mayab University, the City of Mérida, Grupo Amigo Yucatán, Grupo Posadas, Hotel Sureño, Hotel Fiesta Americana Mérida, Hotel Camino Real Mérida, Paradero Hotel, Mesa Consultores, and others, SMH 2026 is positioned as more than just an event. It represents a statement about the future direction of hospitality in Mexico and the region.