Tulum’s tourism struggles as sargassum and US economy hit visitor numbers
Tulum’s tourism sector faced a difficult summer in 2025, with lower visitor numbers and record levels of sargassum. Hotel occupancy dropped compared to 2024, reaching just 53.3% in August and 48.1% in September. Industry leaders pointed to economic uncertainty in the US, which supplies 60% of the town’s tourists, as a major factor in the decline.
By June 2025, municipal workers had cleared 1,900 tons of sargassum from Tulum’s beaches—far exceeding the 1,300 tons removed in all of 2024. The sheer volume of seaweed marked the worst accumulation since 2018, discouraging visitors and adding pressure on local services.
David Ortiz Mena, president of the Tulum Hotel Association, blamed the summer slump on economic instability in the US. With fewer American travellers, hotels struggled to fill rooms, though prices remained steady. Other costs, such as taxi fares and even coconuts, stayed high, according to Hazael Cerón, a researcher at Anáhuac University’s Center for Tourism Research and Competitiveness.
Cerón also highlighted broader challenges for Tulum’s economic growth, including the need for better strategic planning, infrastructure upgrades, and consistent service quality. Eliazar Mas Kinil, a Tulum City Council member, echoed these concerns, calling for clearer beach access rules and improved tourist facilities.
Signs of recovery appeared in October, with occupancy climbing to 59.8% and then 69.1% in subsequent weeks. Local officials and business leaders now expect further growth by the end of 2025, with hopes pinned on the 2026 FIFA World Cup to attract even more visitors.
Tulum’s tourism industry is slowly rebounding after a tough summer, supported by rising occupancy rates. The focus now shifts to managing sargassum, improving infrastructure, and preparing for the anticipated boost from the 2026 World Cup. Authorities and hoteliers remain cautious but optimistic about the town’s future economic prospects.
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