Mexican Caribbean leverages screen tourism to attract travelers

The Mexican Caribbean is positioning itself to capitalize on 'set-jetting,' a global trend where travelers book trips after seeing locations in films or television series. According to the Unpack ’27 report by Expedia Group, one in five international travelers has made a reservation based on audiovisual exposure.

In the Mexican market, 62% of respondents reported researching a destination after seeing it on screen, and 25% confirmed making a booking directly motivated by such exposure. The report cites the filming of the reality show 'Love Is Blind' in Tulum as a successful example of projecting local hotels and beaches to a global audience.

To support this growth, the Mexican government announced a federal tax incentive in February 2026, offering an amount equivalent to 30% of the Income Tax (ISR) for audiovisual and cinematographic projects filmed within the country. Locally, Quintana Roo is also working to consolidate its own filming commission to promote the region.