The state of Yucatan has experienced enviable growth since the arrival of Minister of Tourism Michelle Fridman. We first interviewed her in 2019 when she assumed the title. Now as her term comes to a close we caught up to discuss her accomplishments, the current condition of the State, and the legacy she leaves behind.

First let’s go over the numbers that outline her impactful success. Yucatan’s state tourism ministry shares the following data:
Visitor arrivals increased by 34 percent between 2019 and 2023. Hotel developments grew the number of properties, increasing by more than 30 percent.

Uxmal

As Fridman says, “We’ve been hitting record numbers in Yucatan. Occupancy increased by almost 12,000 to now over 17,000 rooms, a 23 percent increase. Now we have 97 percent more seats on international routes, and 60 percent more passengers, driving a record 1.7 million arrivals at Merida International Airport through June.”

Besides these outstanding accomplishments, Fridman’s aftermath leaves behind two major initiatives.
The first is “365 Days of Yucatan,” a promotional effort focused on more than 365 unique tourism opportunities spanning adventure, luxury, history, and wellness pursuits. Some of the attractions drawing visitors include ancient Mayan ruins, beautiful beaches, and the destination’s exciting gastronomy.

HOMBRE: Tell us about some of the attractions available as part of the “365 Days of Yucatan”?
Michelle Fridman: The state of Yucatan is in the heart of the peninsula. We developed this plan because every single day there is something new you can do in our state. We have Chichen Itza, one of the seven wonders of the new Wonders of the World, we have Merida, our capital city, we have 18 archaeological sites besides Chichen Itza. We have colonial cities, we have an amazing and long history. Our history allows us to be a diverse and authentic destination. We have so many experiences available.

H: What are some other activities tourists can enjoy?
MF: You can go and swim on a cenote, you can go and visit a Mayan village and take a cooking lesson with a traditional Mayan chef. The state of Yucatan is a real all-inclusive because we include the local producers, the local culture, the local handcrafts.
Those are some of the  authentic, organic, and sustainable experiences that we offer. We have archaeology, culture, gastronomy, jungles, cenotes, haciendas, and Mayan communities. And our beaches are a paradise. We have the mangroves with thousands of flamingos and alligators and dolphins and a lot of nature. And we want to remain an authentic and sustainable destination.

H: You mentioned the increase in hotel rooms, any new properties opening?
MF: We have quite a few. Belmond will be a great new addition and so will Six Senses. They have accepted our vision of remaining local, boutique and overall sustainable.

Izamal

H: Another of your important accomplishments is the increased naming of Yucatan’s Pueblo Magicos, which can attract tourism to a destination. What can you  tell us about that?
MF: Yucatán initially had only two Magical Towns, Izamal and Valladolid. Now we have seven which is significant. The five new Magical Towns we have added are: Maní and Sisal in 2020, and Espita, Motul, and Tekax in 2023. With seven Magical Towns, Yucatan is tied, along with Querétaro and Zacatecas, for eighth place nationally. This is important not only because it will help with tourism but also because it will greatly benefit our residents and their families.
We also added Xcalachen as Merida’s first Magical Neighborhood.

H: The Mayan Train that will reach Yucatan is a major development, what will it signify for the region?
MF: Cancun Airport is the best connected airport in Mexico and the Mayan Train will improve tourism in the entire peninsula. Now tourists traveling through the airport can visit all the states easier.
I see the train as a sustainable project that can offer decentralization for tourists.  It will decrease non-sustainable tourism. With the train visitors can explore the peninsula in a natural and sustainable way.