Idea of Larger Music Festivals in Yucatán Strikes a Chord

What would you call Coachella if it were in Yucatán? We may soon find out. Yucatán’s Secretary of Economy and Labor, Ermilo Barrera Novelo, has proposed large-scale music festivals in Yucatán.

The official posted on his X account asking whether Yucatán should host music festivals comparable to the billion-peso Tecate Pa’l Norte in Monterrey and Mexico City’s Corona Capital or Vive Latino. Tourism leaders said, “Yeah, Dude!”

Well, maybe not in quite those words. But the idea did provoke some positive feedback.

Tecate Pa’l Norte is the largest of Mexico’s famous big three large-scale music fests. It can hold up to 100,000 people per day and features multiple stages with a variety of music genres. The festival has grown significantly over the years, becoming the “most important musical entertainment event in northern Mexico,” according to the Ministry of Tourism of Nuevo León. It adds billions of pesos to the economy.

Jorge Carrillo Sáenz, president of the Tourism Business Council, indicated this proposal is viable because such events would promote regional tourism, primarily because the participating artists are well-known and attract large crowds. These concerts could revitalize the economy and tourism industry on weekends or be scheduled during low tourism seasons.

“It’s an excellent idea. The goal is for visitors to stay overnight in the city, complementing the city’s services,” he stated.

“These festivals would definitely attract regional tourism, but we would need to examine the business model. If the state government pays for it, that’s another matter,” he explained. “Ideally, sponsors or entrepreneurs would pay the musicians, while authorities would provide the venue—likely Xmatkuil—along with security, civil protection, and expedited permits. That’s the role of government, not covering the festival expenses.”

Carrillo Sáenz believes these mass festivals would undoubtedly benefit tourism, the economy, and accommodation services. He considers them feasible for Mérida and profitable for organizers, as these festivals typically attract thousands of attendees.

Mérida as host for music festivals in Yucatán

Juan José Martín Pacheco, president of the Mexican Hotel Association, also supports the idea of Mérida hosting these mass events, as they would increase hotel occupancy, with music fans spending money during their stay in the city.

“It’s certainly viable—we have the venue and sufficient services to accommodate visitors. Fans of these mass festivals typically attend concerts on weekends and stay in the city for at least three days.”

Regarding financing, Martín Pacheco suggested a shared approach and reiterated that bringing these festivals is worthwhile because they benefit Yucatán’s destination appeal and economy.

Claudia González Góngora, president of the National Chamber of the Restaurant and Seasoned Food Industry in Yucatán (Canirac), emphasized that bringing more mass events to the state will always result in higher hotel occupancy, fresh money influx, and thousands of visitors for days.

“We certainly view it positively. The economic impact these events generate brings many benefits to various economic sectors,” she reiterated.

“Events like these stimulate the economy, and the restaurant sector benefits from operating under better economic conditions. Tourism itself significantly activates the sector.”

So far, the biggest music festivals on the Peninsula are in Tulum. But Yucatán state is north of all that, and along the Gulf, with wide open spaces and its own airport to shuttle in visitors. Mérida Fest has attracted some headliners at the Plaza Grande, and the Plaza Grande once hosted Ricky Martin. But none of these events are anything like a major music festival, with multiple states, VIP areas, and days-long schedules.

The infamous Fyre Festival is another thing. An attempted comeback was recently scuttled in Playa del Carmen. Large and complicated multi-day events don’t just happen, so officials will have a huge challenge working out the details.