MrBeast Reportedly Signed Up to Boost Tren Maya Tourism
Maybe this will give the Tren Maya the buzz it desperately needs.
Internet sensation Jimmy Donaldson, better known as MrBeast, has reportedly been hired to promote Mexico’s struggling Maya Train, or Tren Maya in Spanish, during his visit to the Yucatán Peninsula, according to Diario de Yucatán.
The 26-year-old YouTube phenomenon, often dubbed the “King Midas” of the internet for his ability to turn content into gold, was spotted last week at the Calakmul Biosphere Reserve with Campeche Gov. Layda Sansores. Images shared by tour guides on social media showed National Guard personnel protecting the area during his visit.
Sansores confirmed Donaldson’s presence by sharing a photo with him on Monday, April 14. Reports indicate he has been staying at the Hotel Tren Maya Calakmul while working on what appears to be a secretive advertising project.
The MrBeast – Tren Maya connection
Local media suggest that the military company operating the Maya Train—the Airport, Railway, Auxiliary Services and Related Group, Olmeca-Maya-Mexica (Gafsacomm)—may have contracted Donaldson to produce promotional content across various social media platforms.
The timing appears strategic. The 1,554-kilometer railway that runs through Chiapas, Tabasco, Campeche, Quintana Roo, and Yucatán has underperformed, with recent reports indicating tourist packages averaged just two passengers per day.
By leveraging Donaldson’s massive global following of approximately 600 million across all platforms, Mexican authorities likely hope to revitalize interest in the project and boost tourism to the region’s hotels, archaeological sites, and cultural attractions.
A social media empire
Donaldson’s influence is undeniable. He commands 385 million YouTube subscribers, alongside 115.2 million followers on TikTok, 67.4 million on Instagram, 32.4 million on X (formerly Twitter), and 27 million on Facebook.
His business model revolves around a mix of content, including philanthropic acts that create powerful emotional connections with viewers. Notable examples include funding cataract surgeries for 1,000 blind people and giving $10,000 to a homeless person—videos that blend generosity with entertainment.
Donaldson continuously reinvests his earnings to create increasingly ambitious content focusing on global issues like reforestation, ocean cleanups, and prosthesis donations. His trademark extravagant giveaways—from cars to private islands and large cash prizes—have earned him a reputation as a benevolent digital star.
The price of influence
While specifics of the alleged deal remain undisclosed, Donaldson’s advertising rates provide some indication of the potential investment. According to the creator himself, he earns approximately $4 million in advertising revenue from each YouTube video, including brand deals.
Time magazine reported last year that brands typically pay between $2.5 and $3 million for mentions in his videos. Forbes recently ranked Donaldson as the highest-earning content creator of 2024.
During his visit to the Yucatán Peninsula, Donaldson was accompanied by his production team and girlfriend, gamer Thea Boyseen, with local authorities present during filming at several Maya archaeological sites.
Tourism officials hope Donaldson’s potential promotional content will attract a diverse international audience to the region, which boasts significant archaeological treasures and natural beauty but has struggled to achieve the passenger numbers projected for the Maya Train project.
In the past 75 days, only 138 people (1.8/day) purchased the Maya Train package, booking 64 hotel rooms, 552 train tickets, and 276 Mexicana flights. The “Seas and Lagoons” package, for example, attracted 103 people (1.7 per day). These numbers fall short of expectations—the López Obrador administration projected 8,200 daily passengers, while President Sheinbaum lowered it to 3,287. Current figures show just 2,222 daily passengers, with total ridership at one million, 36% of the original goal.
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