At WTM London, Lizzie Cole, Undersecretary of Tourism Promotion at SEFOTUR Yucatán, presented the state's new “Mayan Sanctuary” campaign – a call to discover a Mexico characterized by heritage, security and authenticity. Positioning Yucatán as a destination with vibrant culture, world-class dining and sustainable growth, the initiative invites European travelers to look beyond the beaches of Quintana Roo.
“Yucatan is a place full of stories,” explains Cole. “You are not visiting the ruins of a lost civilization – the Mayan culture is alive and well.” With over 3,000 cenotes, colonial towns and protected areas, the region combines archaeological depth with natural beauty. Recently named the Ibero-American capital of pre-Columbian gastronomy, Yucatán stands out as both a cultural and culinary center.
Yucatán does not compete with the Mexican Caribbean, but rather complements it. Travelers can now travel seamlessly from Cancún to Valladolid or Mérida with the Tren Maya – an hour and forty minutes between worlds. “Mérida is 483 years old; Cancún is 55,” says Cole. “That’s the difference: depth, history and living tradition.”
The north coast, from Progreso to Río Lagartos, Las Coloradas and El Cuyo, is at the heart of Yucatán's sustainable tourism strategy. Since there is only one all-inclusive resort in the entire state, most accommodations are boutique hotels or family-run guesthouses. “El Cuyo is like Tulum 35 years ago – intimate, beautiful and full of character,” she says.
For Cole, the true appeal of Yucatán lies in its people and their artistry: intricate embroidery, stone and wood carvings, Henequén fibers and traditional Valladolid jewelry. Combined with famous cuisine—from Cochinita Pibil to Queso Relleno—these traditions tell the story of a culture that continues to thrive.
“Our greatest heritage is our history and our people,” Cole concludes. “This is what makes Yucatán a haven in every sense.
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