Yucatán Declares Itself the World’s New ‘Maya Sanctuary’

Bold new campaign aims to transform state into must-visit destination for extended cultural journeys

State officials unveiled a sweeping tourism initiative in Mexico City: a “Santuario Maya” (Maya Sanctuary) campaign designed to attract more visitors to Yucatán and encourage longer stays.

The campaign moves beyond promoting individual attractions to position Yucatán as a comprehensive destination offering cultural immersion, natural wonders, and authentic experiences. “This campaign is something more than a promotional strategy: it is a vision, a way of feeling and living Yucatán,” the governor of Yucatán, Juaquín Díaz Mena, told reporters at a press conference.

Living culture at the center

State officials emphasized that Yucatán’s appeal extends far beyond its landscapes and historical sites, residing instead in its vibrant identity, communities, cuisine, language, and ancestral traditions. The campaign encourages visitors to explore beyond iconic sites like Chichén Itzá and Uxmal to discover places like Chacmultún in the state’s south.

“We want visitors to stay longer and discover everything the state offers,” said tourism authorities, highlighting the importance of experiencing Magic Towns, enjoying local gastronomy, visiting haciendas, and hearing the Maya language spoken.

Sustainable development focus

The initiative responds to growing demand for sustainable and equitable tourism development. Officials say “Santuario Maya” seeks to consolidate Yucatán as an ideal multi-destination for all travelers: families, couples, and specialized segments, including luxury, wellness, and meetings tourism.

Yucatán’s tourism infrastructure has undergone significant transformation in recent years. Thanks to robust multi-channel promotion strategies, the state expects to exceed 400,000 tourists this summer. Tourism officials report more than 11 billion pesos (about $584 million) in private tourism investment in hotels, restaurants, and other businesses across the state.

The campaign highlights the state’s diverse offerings, from boutique hacienda hotels to exclusive private aviation and yacht experiences. These complement Yucatán’s many underrated attractions that offer memorable experiences beyond the well-known sites.

Enhanced connectivity

Yucatán now enjoys better connectivity than ever through the Maya Train, which links the state with other Maya destinations, including Cancún, Tulum, Campeche, and Palenque. The 1,554-kilometer (966-mile) rail network improves access to Yucatecan treasures like Izamal, Valladolid, Mérida, Maxcanú, and Pisté near Chichén Itzá.

Air connectivity has also expanded significantly. The state maintains direct flights from Mérida to 12 Mexican cities, international connections to Miami, Orlando, Houston, and Dallas in the United States, and routes to Havana and Guatemala.

Community-centered approach

The “Santuario Maya” concept aligns with broader sustainable Maya tourism trends that empower local communities while preserving cultural heritage. Campaign organizers emphasized that visitors can “close a business deal in the morning and relax in a cenote in the afternoon.” This highlights the state’s blend of modern amenities and natural tranquility.

Tourism Secretary Darío Flota Ocampo and Juan José Martín Pacheco, president of the Mexican Hotel Association in Yucatán, participated in the campaign launch.

“Today we have the great opportunity to show the world everything we are, with respect and pride, and establish Yucatán’s global image as an authentic Maya Sanctuary,” said Gov. Díaz Mena.