Tulum Revival Strategy: Fairer, Safer, Sustainable Tourism with Public Beach Access

Published on December 7, 2025

Tulum, the once-idyllic jewel of the Mexican Caribbean, is fighting to save its reputation. After years of explosive, often chaotic growth, the destination has hit a critical slump. Social media, which once fueled its hype, is now highlighting the downturn, with videos showing empty beaches and quiet restaurants. Hotel occupancy rates have seen alarming drops—plunging below fifty percent in September 2025, a significant fall from historical highs.

The challenges are clear: elevated prices, increasing safety concerns, restricted public beach access, and severe seasonal sargassum (seaweed) accumulation. The magic, for many travelers, had faded, replaced by frustration and a feeling that the value was simply no longer there.

In response, the Mexican federal and regional governments have launched an urgent, comprehensive plan: “Tulum Reborn: Fairer, Safer and More Sustainable.” This 128-action strategy is a desperate bid to correct overdevelopment, rebuild trust with the global tourism industry, and reestablish Tulum as a premier destination for sustainable and responsible travel. The core message is one of radical transparency and correction—acknowledging the problems and moving swiftly to fix them.

The Four Pillars of Revival: Rebuilding from the Ground Up

The “Tulum Reborn” strategy is structured around four interconnected pillars, designed to address the deep-rooted issues of uncontrolled growth and neglect:

Orderly Regulation of Tourist Attractions

This pillar focuses on streamlining the management of Tulum’s natural and cultural sites. The goal is to balance the flow of tourists with the imperative of environmental preservation. This includes simplifying entry to the famed archaeological zones and the new protected areas.

Responsible Urban and Environmental Management

Crucially, this addresses the massive infrastructure deficit caused by rapid, unchecked construction. It emphasises enhancing basic city services like sanitation, waste management, and water infrastructure, while prioritising conservation efforts to protect the delicate coastal and jungle ecosystems that define Tulum’s appeal.

Tourism Development and Promotion

This is the proactive face of the campaign. Authorities are working to create compelling new marketing narratives and expand the diversity of authentic visitor experiences beyond just the luxury hotel zone. A key component is the development of a calendar of high-impact cultural and tourism events, such as hosting “Tulum, the Show” as part of the Mexico Aerospace Fair and a PGA Tour Professional Golf Tournament, to attract high-value international visitors year-round.

Comprehensive Infrastructure and Facility Improvements

This involves direct investment in the physical environment, focusing on better roads, clear signage, and essential service facilities to generally elevate the quality of the overall destination experience for every visitor.

The Access Revolution: Reclaiming the Coastline

One of the most immediate and impactful actions under “Tulum Reborn” centers on guaranteeing a fundamental right that had been eroding: free and unrestricted public access to beaches and natural areas. Over the years, private developments had created restrictive barriers, turning a public resource into a commodity primarily for hotel guests.

• Public Beach Access: New agreements have been reached to ensure free access to key public beaches, directly addressing one of the biggest visitor frustrations.
• Jaguar National Park: The government has established new, easy-to-use entrance points to the recently created Jaguar National Park, providing access to four protected beaches within the reserve.
• Hotel Zone Entries: Public entry points have been expanded in the main hotel zone, notably at Conchitas Beach and Playa del Pueblo.

The principle being reaffirmed is that coastal enjoyment is a universal right, a critical foundation for building a tourism model that is both equitable for residents and welcoming to guests. For travelers who had grown tired of complicated or costly beach access, this is a powerful and necessary correction.

The Underlying Crisis: Development Outpaces Sustainability

Experts argue that Tulum’s crisis is not just a “tourism problem,” but an urban and territorial one. The destination was initially conceived as the “anti-Cancún”—low-density, natural, and bohemian. However, greed and uncontrolled urbanization quickly took over. Small, ecological hotels were replaced by large developments; infrastructure was ignored; and the jungle was cleared without a plan.

The consequence was a significant loss of the “mellow vibe” and “value” that drew people there in the first place. Travelers, seeking authenticity and hassle-free experiences, simply started looking elsewhere, with destinations like Holbox emerging as alternatives that still retained that low-key charm.

Moving Beyond the Cautionary Tale

The success of “Tulum Reborn” hinges on a crucial shift in mentality. The strategy is designed to halt uncontrolled expansion and force the city to consolidate existing infrastructure and services before any further growth. Key measures include:

• Tightening Urban Regulations: Imposing clear rules on building heights, materials, and architectural styles to restore a coherent, aesthetic urban fabric.
• Investing in Public Dignity: Funding the completion of basic community services like paved roadways, lighting, drainage, and community amenities to improve the quality of life for local residents.
• Restoring Trust: The government must work hand-in-hand with local businesses to professionalize the sector, curb abusive pricing, and ensure professional, courteous customer service, eradicating the reputation for poor service that has plagued the town.

The crisis has given Tulum an opportunity for a mandatory reset. By focusing on order, sustainability, and social equity—making the destination fairer, safer, and more sustainable—Mexico hopes to ensure that this paradise is not lost forever, but reborn stronger and wiser.