Tulum Becomes Mexico’s Third Most Visited Archaeological Site in 2025

The Tulum Archaeological Zone has strengthened its position as one of Mexico’s most significant cultural destinations, becoming the third most-visited archaeological site in the country between January and September 2025. The figures, released by Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, confirm the site’s growing international appeal and underscore the broader recovery of cultural tourism across the nation.

According to the federal report, archaeological zones and museums together welcomed 15.9 million visitors during the first nine months of the year. Of that total, archaeological sites received 7.4 million visitors—a 2.6 percent increase compared with the same period in 2024. The visitor breakdown shows that 64 percent were domestic tourists, while 36 percent came from abroad, reflecting a strong international presence in cultural spaces.

Tulum’s Continued Rise as a Cultural Destination

With 809,000 visitors from January to September, Tulum now ranks only behind Chichén Itzá (1.7 million) and Teotihuacán (1.2 million) in national visitation. The ranking highlights the site’s enduring appeal as a world-class attraction and its strategic importance to Quintana Roo’s tourism economy.

Tulum’s distinctive blend of history, nature, and coastal landscape continues to draw travelers seeking cultural depth alongside the region’s renowned beaches. The growth also aligns with the federal administration’s push to strengthen cultural and community-based tourism under President Claudia Sheinbaum, an effort that emphasizes heritage preservation and inclusive development.

A Boost for Local Economies and Community Tourism

Federal authorities noted that the rise in cultural visitation directly benefits surrounding communities. The increased demand supports local guides, traditional artisans, gastronomic collectives, and cooperatives involved in tourism services—critical economic players in destinations like Tulum where cultural heritage forms part of the identity and livelihood of the region.

Museums across the country also reported strong performance, receiving 8.5 million visitors, an increase of 16.9 percent compared to 2024. The majority—89 percent—were domestic visitors, suggesting a renewed interest among Mexican travelers in cultural and educational attractions.

Collaborative Efforts to Protect Heritage Amid Growing Demand

The Secretary of Tourism emphasized that the government will continue working closely with the National Institute of Anthropology and History (INAH) and local authorities to ensure the protection of archaeological heritage, improve visitor services, and adapt management strategies to increasing demand.

For Tulum, these advancements come at a pivotal moment. As the municipality expands infrastructure, strengthens mobility, and improves beach access, the archaeological zone remains a cornerstone of its tourism identity—one that complements the destination’s emerging role as a hub for culture, wellness, nature, and sustainable investment.

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