One of our favorite destinations in Mexico is Yucatan. Now adventurous travelers are catching up as Merida, its capital, was recently named Best Small City in the World by the readers of Conde Nast Traveler. A great deal of credit for the sudden high level recognition goes to new Minister of Tourism, Ms. Michelle Fridman.  She came on board less than a year ago and is implementing major changes to improve Yucatan’s profile – and make things more enjoyable and smooth once you visit. We spoke to Fridman after Merida hosted a very successful Nobel Peace Summit a few weeks ago.

The State of the Yucatan, located in the Yucatan Peninsula, has also generated an increase in media coverage as it will be the host of next year’s Tianguis, Mexico’s largest tourism event (March 22-25, 2020). It will also be the base of Mexico’s soon to be tourism train, with Merida being one of the leading cities for the tourism offering.

HOMBRE: Yucatan is experiencing so much success lately, what can you tell us about Merida serving as host city for the Nobel Peace Summit?
Michelle Fridman: We are thrilled. We competed with many cities, including Singapore and Korea. They chose Merida among other reasons because Mexico has the need to talk about peace. And to do that from such a peace reference as it’s Yucatan is an important message for Mexico and for the world.

H: What does hosting the Summit mean to Yucatan?
MF: It means three things. Number one is that Yucatan is an amazing destination. Number two that Yucatan is ready and prepared to receive huge worldwide events. And finally that Yucatan is a reference for peace, a good community, and a good society.

Izamal

H: What can people expect when they visit Yucatan?
MF: Yucatan is huge and very different. Of course you have Merida which is not only the capital, but also the cultural and gastronomical center of southern Mexico. We have colonial cities such as Izamal and Valladolid, we have the beaches that are not so famous but are beautiful, filled with pure nature. You get to see flamingos, turquoise blue waters, the pink lagoons. You have over 30 archaeological sites, you have natural reserves, you have haciendas, you have over 3,600 cenotes, you have so much culture. There are plenty of experiences to live in Yucatan.

H: What are some of the new developments coming to the destination?
MF: We recently announced that a great deal of tourism investment has arrived to Yucatan. Private investment, that’s restaurants, hotels, tourism services. There are new parks from the Xcaret owners that have been developing in Yucatan according to what the cenotes offer. We’re also developing a new program called the Mayan Villages, where people can enjoy the authentic experience of being with Mayans in their villages. We’re working a lot on gastronomy. So much happening.

Festival de las Animas

H: Any exciting upcoming events?
MF: There are many big events that we’re working on. And coming up there’s the Festival de las Animas (Oct 25 – Nov 2), and Festival de la Trova (Dec 4 – 7, 2019). We have marathons, concerts, there’s always something to do in Yucatan.

H: What does the responsibility of being Minister of Tourism mean to you?
MF: It’s a huge responsibility but also a huge honor. I’ve been working in tourism for many years for different destinations, and personally I’m in love with my country. Mexico is one of the best destinations in the world. It has everything to offer, culture, nature, the warmest people you could ever meet; and Yucatan is one of the most complete destinations I have ever experienced. To be in charge of developing tourism is an honor and a huge challenge. This is an amazing destination but can become an even a greater destination.

Uxmal

H: What are some of the plans to make that happen?
MF: We have only been here less than a year and we have already achieved many things. For example we have been working on increased connectivity. We just launched 70 roads, we have been increasing the arrival of passengers through cruise ships. We have a lot of improvements in the investment area. We have improved the mobility so tourists have an easier experience when they get to Yucatan. We’ve been working on developing new products. We have been giving certificates and teaching new guides to create a better experience for tourists. We’ve been working a lot on the promotion. We have been achieving a lot of things, now Yucatan is more reachable for new markets like California thanks to our new flight between Tijuana and Merida. All of these improvements are reflected in numbers. For example in August Merida reached number one in terms of hotel occupancy between the cities in Mexico. We’ve increased over 17.3 percent the number of visitors to Yucatan in the same period. We increased over 55,000 seats of airplanes. The numbers are growing, something really good is happening in Yucatan.

Celestun

H: What are some of the places you recommend to new visitors?
MF: I would go everywhere. As a first step I would go with a light stomach so you can handle all the food that Yucatan has to offer. I would go swim in a cenote. I would go to a beach, maybe Sisal or maybe Celestún, and see the flamingos and then swim in the quiet sea. I would definitely stay in an hacienda, maybe  Chablé, or Santa Rosa, these are luxury haciendas that have become hotels. I would go to a colonial city. I would go to Izamal which is a town all painted in yellow.

Chable

H: What can people expect when they visit Yucatan?
MF: People can expect a safe place. Yucatan is the safest place in Mexico. It’s also colorful, filled with unique and authentic experiences, with a lot of gastronomy, the kindest people you can imagine, and a lot of activities. You can have an activity a day for an entire year in Yucatan.

Michelle Fridman, Yucatan Minister of Tourism

H: In terms of your personal career, what advice can you offer someone looking to get to the top of their profession?
MF: I have always said that if you enjoy your job there is nothing you can’t do. I’m in love with tourism and  I’ve been working on this many years. Every day I’m inspired to work for my country and for Yucatan.

H: And your key to success?
MF: To be in love with your job.