Grupo Lomas promotes Mexican Caribbean tourism amid regional challenges

Grupo Lomas held its 2026 Lomas Appreciation Week in Cancún, gathering approximately 400 travel agents to strengthen ties and promote the Mexican Caribbean. The event included representatives from the United Kingdom, Canada, the United States, and several Latin American nations, including Argentina, Bolivia, Paraguay, and Chile.

Dolores López Lira, President of the Grupo Lomas Council, noted that U.S. immigration policies present a challenge for tourism in the region. She explained that ICE operations have caused apprehension among some Latino populations, which could potentially reduce travel intentions from the U.S. East Coast, a key market for Quintana Roo.

To mitigate these challenges, the hotel sector is focusing on diversifying tourist experiences to encourage longer stays. Strategies include promoting the region's more than 500 diverse activities involving nature, culture, and gastronomy, as well as the “More Inclusive” concept implemented by Grupo Lomas to enhance guest experiences across its eight resorts.