Tulum tourism suffers decline amid sargassum bloom and service problems

Hotel occupancy in Tulum fell sharply, dropping from 66.7% in September 2024 to 49.2% in September 2025, with summer coastal rates near 30%. The decline coincides with a surge in sargassum arrivals – about 2,500 tons collected in 2026, more than double the 1,300 tons removed in 2025 – which has choked beaches, produced foul odors and hurt both tourists and fishers.

Business owners cite high prices, weak service, perceived insecurity and a lack of coordinated effort among hotels, restaurants and transport providers. Manuel Rodríguez, president of the Tourism Promotion Council, calls for joint strategies to improve service quality, lower prices and restore the destination’s original appeal. Authorities have launched a $3.2 million promotion campaign targeting 80% winter occupancy and opened new public beach access points, but critics say transparency is lacking on the environmental‑sanitation fund contributed by hotels.

The combined environmental and service challenges have led to closures of several establishments and threaten the livelihood of workers dependent on tourism, underscoring the urgency of coordinated action to revive Tulum’s reputation.