At FITUR 2025, the premier tourism event of the year, Playa del Carmen authorities unveiled the city’s new brand image in the Cervantes room of Casa América in Madrid.
The event, led by Estefanía Mercado, mayor of Playa del Carmen, and Estefanía Hernández, secretary of Tourism, showcased the cultural and tourist offerings of this stunning Caribbean destination. Playa del Carmen aims to become the top choice for visitors from Spain and Europe, using Spain as a gateway to the continent.
Geographical and Cultural Appeal
Located south of Cancun and north of Tulum, Playa del Carmen boasts 62 kilometers of Caribbean beaches, over 46,000 hotel rooms, and some of Mexico’s most iconic natural parks. Tourists from around the world are drawn to Playa del Carmen not only for its beautiful coasts and crystal-clear waters but also for its high-quality tourist services, including restaurants, cenotes, markets, shops, and numerous cultural activities and events.
Inclusive and Conscious Tourism
During the meeting in Madrid, regional authorities emphasized the importance of promoting inclusive, conscious, and alternative tourism to attract new travelers with innovative proposals and content. To achieve this, a comprehensive identity reengineering and tourism planning plan has been established, starting with a new City Brand.
New City Brand
Playa del Carmen’s new identity, developed by the Tourism Secretariat’s marketing team in collaboration with 70 city representatives known as ‘Guardians of the City,’ symbolizes cultural plurality, Mayan heritage, and natural abundance. The new brand aims to establish a lasting urban identity, highlighting the city’s cultural greatness and fostering a sense of belonging among residents.
Strategic Collaborations
The Playa del Carmen delegation, led by Mayor Estefanía Mercado, engaged in key meetings with prominent Spanish business organizations to establish strategic collaborations for economic and tourist development. A notable meeting with Inmaculada Benito, head of Tourism, Culture, and Sports of the Spanish Confederation of Business Organizations (CEOE), discussed investment opportunities and laid the groundwork for long-term collaboration between Spanish companies and Playa del Carmen.
Future Plans
The delegation also met with Fundación Metrópoli, an organization focused on accelerating economic development, competitiveness, quality of life, and sustainability in cities and territories. Alfonso Vergara, founder and president of Fundación Metrópoli, received Mayor Mercado and discussed transforming Playa del Carmen into a hub for talent and technological innovation. This collaboration aligns with the city’s protocol with Malaga during FITUR week.
Strengthening European Presence
These meetings reflect Playa del Carmen’s strategy to build relationships with major Spanish business organizations, consolidating its position as an attractive destination for tourism, investment, and economic development. With this intense institutional activity, Playa del Carmen is taking a significant step towards strengthening its presence in the European market.
Source: Expreso
