At WTM London, Lizzie Cole, Subsecretary for Tourism Promotion at SEFOTUR Yucatán, introduced the state’s new ‘Mayan Sanctuary’ campaign – a call to discover a Mexico defined by heritage, safety, and authenticity. The initiative positions Yucatán as a destination of living culture, world-class gastronomy and sustainable growth, inviting European travellers to look beyond the beaches of Quintana Roo.

“Yucatán is a place of stories,” Cole explains. “You’re not visiting ruins of a lost civilisation – Maya culture is alive and kicking.” With over 3,000 cenotes, colonial cities and protected reserves, the region combines archaeological depth with natural beauty. Recently named Ibero-American Capital of Pre-Columbian Gastronomy, Yucatán stands out as both a cultural and culinary hub.

Far from competing with the Mexican Caribbean, Yucatán complements it. Travellers can now move seamlessly from Cancún to Valladolid or Mérida via the Tren Maya – an hour and forty minutes between worlds. “Mérida is 483 years old; Cancún is 55,” says Cole. “That’s the difference: depth, history, and living tradition.”

The northern coast, from Progreso to Río Lagartos, Las Coloradas and El Cuyo, lies at the heart of Yucatán’s sustainable tourism strategy. With only one all-inclusive resort in the entire state, most properties are boutique hotels or family-run guesthouses. “El Cuyo is like Tulum 35 years ago – intimate, beautiful, and full of character,” she says.

For Cole, Yucatán’s true appeal comes from its people and their artistry: intricate embroidery, stone and wood carving, henequén fibre, and traditional jewellery made in Valladolid. Combined with its celebrated cuisine – from cochinita pibil to queso relleno – these traditions tell the story of a culture that continues to thrive.

“Our greatest heritage is our history and our people,” Cole concludes. “That’s what makes Yucatán feel like a sanctuary in every sense.

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