For years, foreign tourism was Tulum’s main driving force. But at the Náay Tulum Curamoria Collection—a boutique hotel operated by Grupo Posadas—the hallways look quieter than before. The decline in American visitors has been felt in this Pueblo Mágico (Magical Town), one of the destinations most exposed to fluctuations in international tourism.
For Posadas, which operates brands such as One, Fiesta Inn, Fiesta Americana, and Live Aqua, the sign isn’t a warning sign, but rather a reminder of the need for balance between domestic and international travelers. The company, which manages more than 200 hotels with over 30,000 rooms in Mexico and the Caribbean, has decided to strengthen its strategy to attract local tourists.
The group has detected that, since the pandemic, Mexicans are traveling with a different approach: they are looking for experiences that highlight the country’s cultural and natural richness. Hence, Posadas is focusing its new campaign on domestic tourism, offering discounts, interest-free months, and packages that combine lodging and transportation.
“What we’re always looking for is how to attract more customers, with promotions and special offers. We believe it will help us overcome the decline in other markets and also help us gain a larger share of the domestic market, focusing on these types of experiences and benefits,” said Enrique Calderón, vice president of operations for Grupo Posadas.
In destinations like Tulum, discounts reach up to 50%, in addition to interest-free monthly payment options. The initiative, however, extends to all of the group’s formats and locations, from business brands like One and Fiesta Inn, to luxury brands like Live Aqua.
The promotion, running from October 6 to 20, seeks to boost domestic travel before the El Buen Fin sales season begins. The packages are valid for travel before the end of the month and include benefits such as transportation to and from the airport.
Calderón explained that the trend toward traveling more times per year, albeit for shorter periods, has motivated the strategy. “We’re constantly promoting Mexicans because we see they’re traveling more times a year,” he commented.
The group has also identified that local travelers are now prioritizing holistic experiences over simple hotel stays. “Now, every traveler is thinking about what their best experience should be,” Calderón noted. “People want to go to Monterrey, Guadalajara, and Mexico City, but with a cultural component; they want to live in the city.”
Under this logic, Posadas has launched its Fiesta Americana Travel platform, a portal that brings together promotions, memberships, vacation packages, and personalized experiences at its hotels. The tool, launched in 2023, seeks to capitalize on domestic tourism and strengthen its direct relationship with consumers.
The company believes that these types of initiatives will be key to offsetting the slowdown in tourism from the United States, a phenomenon that has worsened since early 2025.
A Dangerous Dependence on US Tourism
In March, during the Tianguis Turístico (Tianguis Turístico), José Jaime Lorenzo Doria, commercial director of Grupo Posadas, warned about the decrease in the number of American visitors, who historically represent a significant proportion of the guest flow at the group’s resorts.
According to the executive, this slowdown is due to geopolitical tensions and a slower economic dynamism in the United States, associated with the policies of President Donald Trump. The impact has not been uniform, but it has been noticeable in areas highly dependent on foreign tourism.
Even with this scenario, Posadas maintains a positive revenue trend. In the first half of the year, the company registered an 8.6% growth, going from 5,302.2 million to 5,763.3 million pesos, according to its latest financial report.
This performance is in line with its 9% annual growth target, driven by the recovery of corporate travel and an increase in average rates, which reached 2,170 pesos per night.
During the second quarter, the group reported an average occupancy rate of 65%, with solid demand across all segments, both leisure and business.
Expansion continues. Grupo Posadas plans to open 32 new hotels—one of them in the Dominican Republic—which will add approximately 5,000 rooms to its portfolio. Most of the projects will be concentrated in mid-sized cities and tourist destinations with local growth potential.
“For us, the Mexican market is a priority, but what happens to us is that we book at the last minute, while other markets, such as Europe or North America, book up to 90 days in advance,” Calderón noted.
Source: expansion
