After registering record growth in travelers from Mexico, Virgin Voyages, the new cruise line from entrepreneur Richard Branson, officially begins operations in the Mexican market as part of its international expansion strategy for 2026, solidifying this country as one of the most dynamic markets within the premium segment.
In the last three years, the number of Mexican travelers who have sailed with the brand has grown by 70%, while bookings managed by travel advisors have increased by 35%, reflecting the strengthening of the specialized channel and the growing demand for contemporary luxury experiences.
The operation in Mexico will be led by Alberto Muñoz, an expert with extensive experience in the tourism industry, who will be in charge of market development and relationships with business partners, while the brand strengthens its presence with travel agents in the country. The arrival in Mexico represents the first chapter of a regional expansion that seeks to position Virgin Voyages as a benchmark of modern luxury in Latin America.
“We are seeing a very clear evolution in the Mexican traveler. Today, they seek design, high-end gastronomy, wellness, and authentic experiences. Our arrival responds to that demand: a sophisticated, contemporary, and exclusively adult experience,” said Alberto Muñoz, Director for Mexico and Latin America at Virgin Voyages.
This cruise line has redefined the cruise experience by rethinking the traditional elements of the sector and designing voyages exclusively for adults. Without massive buffets, without hidden charges, and under its “Always Included Luxury” concept, a proposition that integrates boutique hotel-style hospitality, immersive entertainment, and more than 20 culinary experiences included in the fare.
“Mexico is a natural next step for Virgin Voyages. We are seeing great interest in premium and exclusively adult experiences, and having a local presence will allow us to strengthen strategic alliances and accelerate market growth,” added Muñoz.
Cozumel ended 2025 with record figures in cruise tourism, consolidating itself as one of the most important destinations in the Caribbean, according to data from the Integral Port Administration of Quintana Roo (APIQROO).
Source: reportur
