Cancún, Cozumel, Chetumal, Isla Mujeres, Riviera Maya, Bacalar, and Los Cabos and More: The Shocking Stats That Reveal Mexico Tourism Champion, Now Who is Winning the Urban Travel Show

Published on February 14, 2026

By: Tuhin Sarkar

Cancún, Cozumel, Chetumal, Isla Mujeres, Riviera Maya, Bacalar, and Los Cabos – these iconic cities and resorts are the champions of Mexican tourism. But in the ever-evolving world of urban travel, a shocking question arises: which of these destinations is truly leading the way in 2025? Cancún, Cozumel, Chetumal, Isla Mujeres, Riviera Maya, Bacalar, and Los Cabos have all been dominating global tourism rankings, with jaw-dropping statistics proving their growth year after year. But who’s taking the top spot as Mexico’s urban travel champion?

As Cancún, Cozumel, Chetumal, Isla Mujeres, Riviera Maya, Bacalar, and Los Cabos continue to impress with their visitor numbers and soaring hotel bookings, it’s clear that these destinations are giving tourists what they crave. From stunning beaches to rich culture, each of these cities offers something unique. However, when you dig deeper into the shocking stats of 2025, you’ll discover a fierce competition brewing. Is Cancún, Cozumel, Chetumal, Isla Mujeres, Riviera Maya, Bacalar, or Los Cabos the clear winner? The data will leave you speechless, and we guarantee you’ll be hooked till the very end. Keep reading to find out which urban tourism giant is truly claiming victory!

Mexican Urban Tourism in Numbers: How Quintana Roo and Los Cabos Lead the Way

Tourism is a pillar of Mexico’s economy. Government agencies track visitor arrivals, spending, and accommodation metrics in real-time. This article draws on official sources – notably Quintana Roo’s Secretaría de Turismo and Fideicomiso de Turismo de Los Cabos (FITURCA) – to explore how major cities and resorts perform. It analyses tourism demand, hotel occupancy, visitor spending, and source markets, city by city. Because some states publish more granular statistics than others, the spotlight falls on Cancún, Cozumel, Chetumal, Isla Mujeres, Riviera Maya, Bacalar, and Los Cabos, comparing them with nationwide air-arrival figures. Figures quoted are the latest available from 2023 to 2025.

Context: Mexico’s Tourism Recovery and Air-Arrivals

Mexico reopened early during the pandemic and has since become one of the world’s most visited countries. According to official data, the country received 16.19 million international tourists by air in the first nine months of 2025. This represents a slight 1.6% decline compared with the same period in 2024, reflecting slower growth after record increases in 2023–2024. Mexico’s key markets (United States, Canada, and Europe) delivered 1.16 million visitors, down 1.7% year on year. Within this national context, individual cities and regions show remarkable variation.

Quintana Roo Overview – Tourism Powerhouse of the Caribbean

Quintana Roo, marketed as the Caribe Mexicano, houses Mexico’s busiest resorts: Cancún, Riviera Maya, Isla Mujeres, Cozumel, Chetumal, and Bacalar. The state’s tourism agency, Secretaría de Turismo de Quintana Roo (Sedetur), compiles annual indicators covering arrivals, economic impact, and occupancy. In 2023, the state welcomed 21,084,629 tourists, up 7.1% from 2022. Cruise arrivals surged to 6,325,610 passengers, a 29% jump. These visitors generated an economic impact of US$20.58 billion, which was 5.9% higher than the previous year. Hotel infrastructure counted 130,123 rooms, underlining the region’s massive accommodation capacity.

Cancún – Mexico’s Top Resort

Cancún remains the country’s flagship destination. Sedetur’s data show that Cancún recorded 7,475,785 tourist arrivals in 2023, a 10.2% increase from 2022. Hotel occupancy averaged 78.5%, 2.2 percentage points higher year-on-year. Visitor spending was staggering: Cancún generated US$6.609 billion in tourism revenue, a 5.4% rise. The city offers more than 130 thousand hotel rooms, from high-end all-inclusive resorts to budget hostels. Cancún’s international airport is Mexico’s busiest for leisure travel, contributing to an overall 30 million passengers through Quintana Roo’s airports. Strong air connectivity with North America and Europe keeps occupancy high year-round. Though precise overnight-stay figures are not published, an occupancy of 78.5% suggests roughly 286 out of 365 nights filled per room, translating into hundreds of millions of room-nights sold. The main source markets are the United States and Canada, while domestic tourism from Mexico City, Monterrey, and Guadalajara has grown after improved highway links.

Riviera Maya – The Jungle Coast Thrives

South of Cancún lies the Riviera Maya, a 120 km stretch including Playa del Carmen and Tulum. Sedetur reports that 10,350,829 tourists visited the region in 2023, up 6.3%. Hotel occupancy averaged 77.4%, a 1.2-point improvement. Tourism revenue reached US$9.546 billion, up 3.8%. Compared with Cancún, Riviera Maya attracts longer-stay tourists who split their time between beaches and archaeological sites such as Cobá and Tulum. The region also leads Mexico in boutique hotels and eco-resorts. The occupancy and spending numbers imply robust average daily rates (ADRs), especially in Playa del Carmen where luxury resorts charge premium prices. Riviera Maya’s success stems from diversified source markets – visitors arrive from Europe (especially Spain, France, and Germany), Latin America, and the United States, balancing demand across seasons.

Isla Mujeres and Cozumel – Island Tourism Dynamics

Two islands illustrate different tourism models. Isla Mujeres, a small island off Cancún, hosted 1,505,643 tourists in 2023, up 12.5%. Hotel occupancy hit 79.3%, the highest among Quintana Roo destinations, reflecting limited room supply and high demand. Economic impact reached US$1.313 billion, a 3.8% rise. The island focuses on day-trippers but its small hotels and guesthouses are nearly full during peak season.

By contrast, Cozumel – Mexico’s leading cruise-ship port – saw 1,033,420 tourist arrivals in 2023, a modest 0.6% increase. Occupancy slipped to 65.9% (down 2.8 points) because many visitors sleep on cruise ships. Despite lower occupancy, Cozumel generated US$1.268 billion in tourist spending, 6.2% above 2022. Cruise passengers (4.9 million in 2022 vs 6.3 million in 2023) deliver significant day-trip revenue. Cozumel’s challenge is converting day visitors into overnight guests by promoting dive resorts and boutique hotels. Most visitors arrive from U.S. ports (Texas and Florida), but Mexico’s domestic market has grown thanks to improved ferry services from Playa del Carmen.

Chetumal and Bacalar – The Emerging South

Quintana Roo’s southern mainland is rapidly growing. Chetumal, the state capital near Belize, attracted 633,735 tourists in 2023, up 0.8%. Hotel occupancy jumped from 42.9% to 59.3%, a 16.4-point surge. Tourist spending reached US$134.12 million, rising 13%. The city benefits from cross-border commerce and the opening of the Tren Maya rail line, which links Chetumal with Cancún and Campeche. The improved connectivity encourages overnight stays rather than same-day trips.

Bacalar, famous for its seven-color lagoon, recorded 254,649 tourists in 2023 – up 8.5%. Unlike other destinations, Bacalar’s occupancy slipped to 62.7%, a 2.1-point decline. Nevertheless, spending skyrocketed from US$45.67 million to US$95.12 million, a 108.3% jump. The surge reflects an upscale tourism strategy: new eco-luxury lodges and wellness retreats command higher rates. Bacalar’s challenge is managing growth sustainably, as overdevelopment could harm the lagoon’s delicate ecosystem.

Economic Impact and Cruise Tourism in Quintana Roo

The economic impact figures highlight how tourism fuels Quintana Roo’s economy. The state captured 45.2% of all foreign-exchange earnings from tourism in Mexico, equivalent to US$12.66 billion of the US$28.02 billion that entered the country in 2022. Cruise tourism drives much of this growth. Cruise passengers rose from 4.9 million in 2022 to 6.3 million in 2023. Cozumel and Costa Maya (near Mahahual) are the main cruise ports, accounting for nearly three-quarters of Mexico’s cruise calls. Cruise visitors spend less per person than overnight tourists, but their sheer volume supports thousands of jobs in excursions, retail, and transport. Tourism policy, therefore, aims to balance mass cruise arrivals with high-spending overnight visitors.

Los Cabos – Desert Luxury and Air-Arrival Patterns

On the Pacific coast, Los Cabos (comprising San José del Cabo, Cabo San Lucas, and the Tourist Corridor) caters to luxury travelers. Official reports indicate that 1.68 million tourists entered Los Cabos via San José del Cabo airport during the first nine months of 2025, 0.5% more than the same period in 2024. Nationwide, Mexico’s air arrivals declined by 1.6%, highlighting Los Cabos’ resilience. The destination drew 1.482 million U.S. travelers, 144 thousand Canadians, and 20.5 thousand Europeans. Tourists from the Caribbean and South America numbered 5,811, while the rest of the world contributed 28,036 visitors. The U.S. thus represented about 88% of foreign arrivals, reflecting strong airline connectivity and the strength of the dollar.

Los Cabos Lodging Performance

Hotel performance indicators reveal a premium market. Official reports list an average hotel occupancy of 70% for Los Cabos, one percentage point higher than 2024. The average daily rate (ADR) stood at US$428, while revenue per available room (RevPAR) reached US$304. Sub-destinations vary: Cabo San Lucas achieved a 74% annual occupancy and a 69% occupancy for the month, whereas San José del Cabo averaged 64% and 59% respectively. The Scenic Corridor reported an annual occupancy of 65%, though monthly occupancy fell to 57%. These figures indicate strong demand for luxury resorts and villas, yet they also show seasonal dips that operators manage through pricing strategies and event marketing (such as fishing tournaments and international conferences). Despite high rates, Los Cabos faces pressure to diversify markets and reduce reliance on the United States.

Source Markets and Seasonality

Official breakdowns of source markets reveal nuanced trends. Between January and September 2025, U.S. arrivals to Los Cabos declined 0.2% year on year, while Canadian arrivals surged 10.2%. European arrivals grew 8.8%, driven by new nonstop flights from Madrid and Frankfurt. Arrivals from the Caribbean, Central and South America fell 15.5%, reflecting economic difficulties in those regions. Visitors from Germany doubled (+101%), albeit from a small base. These shifts suggest that Los Cabos is broadening its international reach beyond its core U.S. market. Seasonal patterns remain pronounced: peak occupancy occurs from November to April, coinciding with whale-watching season and winter holidays, while summer sees softer demand and lower rates.

Comparative Insights and Trends

Visitor Volumes and Growth

Comparing Quintana Roo’s destinations shows diverging growth trajectories. Riviera Maya and Cancún each recorded more than 7 million tourists in 2023 and continued to grow above 6%. Isla Mujeres grew the fastest in percentage terms (12.5%), albeit from a smaller base. Cozumel stagnated due to its cruise-centric model. Los Cabos, though much smaller, has maintained steady growth and commands a higher average spend per visitor. Nationally, the slight decline in air arrivals in 2025 suggests that growth is plateauing after post-pandemic recovery, making competition for high-value tourists more intense.

Hotel Occupancy and Average Rates

Occupancy rates reflect destination maturity and room supply. Quintana Roo’s Cancún and Isla Mujeres operate at around 78–79% occupancy, indicating near-full hotels during much of the year. Riviera Maya and Cozumel hover around 77% and 66% respectively; Cozumel’s lower rate underscores its cruise focus. Chetumal’s jump to 59.3% shows how new rail connections can stimulate overnight stays. In Los Cabos, occupancy around 70% (with rates of US$428 ADR) demonstrates a premium market less dependent on high occupancy. These figures suggest that destinations can sustain rate growth if they offer differentiated experiences, from luxury to eco-adventure.

Tourism Spending and Economic Impact

The economic impact column provides insight into visitor spending patterns. Across Quintana Roo, tourism revenue increased even in destinations where occupancy or arrivals stagnated. Cozumel’s spending rose 6.2% despite flat arrivals, implying higher per-capita spending by cruise passengers and overnight visitors. Bacalar’s spectacular 108.3% jump in revenue reveals the power of luxury niche markets. In Los Cabos, high ADRs and ancillary revenue (golf, fishing, dining) generate strong returns; although official spending figures are not published, RevPAR of US$304 suggests annual revenue per room exceeding US$110,000. Policymakers use these numbers to justify infrastructure investments and to balance mass tourism with high-value segments.

Source-Market Composition

Access to detailed nationality data is limited for Quintana Roo, but the Los Cabos report offers valuable insights. At the national level, the United States remains Mexico’s largest source, sending 10.42 million visitors in the first nine months of 2025. Canadian arrivals grew significantly to 1.95 million, while European arrivals dipped 2.5%. For Los Cabos specifically, U.S. visitors accounted for roughly 1.48 million of 1.68 million total arrivals, highlighting dependence on a single market. The relative gains from Canada and Europe show the benefits of diversification. Destinations like Cancún and Riviera Maya also draw substantial European and South American traffic, though official numbers were not available in the referenced data.

Conclusion: Strategies for Future Competitiveness

Official statistics demonstrate that Mexico’s leading urban and resort destinations have largely recovered from the pandemic and continue to grow. Cancún and Riviera Maya are consolidating their dominance with over 17 million combined visitors and strong hotel occupancy. Isla Mujeres, Chetumal, and Bacalar show how diversification and infrastructure (such as the Tren Maya) can spread tourism benefits southward. Cozumel needs strategies to convert cruise passengers into overnight guests. On the Pacific coast, Los Cabos illustrates the potential of a premium tourism model that emphasises high rates and diversified markets. Nationally, the slight decline in air arrivals in 2025 underscores the need for product innovation and market diversification.

For policymakers and industry stakeholders, the lessons are clear: invest in infrastructure (ports, airports, and rail), support sustainable development to protect natural assets, and cultivate diverse source markets. Official data provide a roadmap to ensure that Mexico’s cities and resorts remain competitive in an evolving global tourism landscape.