The Mexican Caribbean Tourism Board served as an Official Event Sponsor at the inaugural GTM Luxury event, held from July 28 – 30, 2025, at the JW Marriott Phoenix Desert Ridge Resort & Spa in Phoenix, Arizona. Developed by Northstar Travel Group following the success of GTM North America and GTM West, the invitation-only event brought together a vetted group of the most influential luxury travel advisors in North America with global suppliers, setting a new standard for high-end industry engagement. Advisor attendance was limited to those with at least US$1 million in individual sales from 2024 and a consistent record of booking travel with an average daily spend of US$1,000 or more per person. The event structure focused on building meaningful connections through prescheduled one-to-one appointments, in-depth boardroom sessions and curated networking designed for long-term collaboration.
The Mexican Caribbean Tourism Board used this exclusive gathering to introduce the “Luxury Experience by Mexican Caribbean,” a campaign crafted to redefine how travelers engage with the region’s 12 interconnected destinations. Blending natural beauty, cultural depth and personalized service, the area offers everything from the unspoiled serenity of Holbox and the ecological wonder of Sian Ka’an to the globally recognized appeal of Cancun, Playa del Carmen and Tulum. It was presented as a place where luxury is not only seen but deeply felt. Leading the delegation was Andrés Martinez, CEO of the Mexican Caribbean Tourism Board, joined by Danae Makrygiannis, Director of Marketing and Communications, and Sam Combs, Director of Trade and Product at PTG Consulting.
Martinez’s remarks introduced the core of the campaign, which emphasizes time, wellness and connection as the new definition of luxury. The initiative showcases a curated portfolio of experiences ranging from Michelin-starred dining and world-renowned spas to discreet private arrivals, yacht and helicopter transfers, award winning resorts and immersive cultural moments. Developed to reflect the mindset of today’s discerning traveler, the campaign also provides advisors with strategic tools to position the Mexican Caribbean as both indulgent and authentic.
More than 120 advisors and suppliers attended the Mexican Caribbean Tourism Board-sponsored breakfast session. (Photo Credit: Mexican Caribbean Tourism Board)
During a breakfast session hosted by the Tourism Board and attended by more than 120 advisors and suppliers, the spotlight turned to growing accessibility and the evolution of travel throughout the region. New infrastructure, including the recently opened Tulum International Airport (TQO) and the phased rollout of the Mayan Train, is transforming how visitors move across this stretch of coastal paradise, making it easier than ever to explore multiple destinations in a single journey.
These developments mark the start of a new era of tourism in the region, one defined by access, immersion and discovery. Martinez framed this progress as a defining moment, stating, “With 750 miles of Caribbean coastline, the Mexican Caribbean is the only place in the world where travelers can experience the unparalleled beauty of the Caribbean along with Mayan culture and heritage topped off with authentic Mexican hospitality.”
Mexican Caribbean Tourism Board participants Andrés Martinez & Sam Combs met with more than 50 advisors focused on luxury travel (Photo Credit: Mexican Caribbean Tourism Board)
The Mexican Caribbean Tourism Board’s presence extended well beyond the breakfast session. Combs conducted 48 one-to-one meetings with top-producing advisors from across the United States, offering deeper insight into evolving experiences and strengthening strategic relationships. Martinez also engaged with leading travel media, participating in interviews with Catherine Brasck of GTMLux and Eric Bowman of TravelPulse, helping further amplifying awareness of the region’s high-end appeal. Check out the full video interview with Martinez and Bowman here.
TravelPulse’s Eric Bowman interviews Mexican Caribbean Tourism Board CEO Andrés Martinez during the inaugural GTM Luxury event in Phoenix, Arizona. (Photo Credit: Mexican Caribbean Tourism Board)
Martinez also previewed the upcoming launch of the Mexican Caribbean Ambassador training program, an advisor-focused initiative designed to provide in-depth destination knowledge, insider updates and practical tools to support more effective sales conversations. This initiative underscores the Mexican Caribbean Tourism Board’s long-term investment in advisor relationships and its broader strategy to position the region at the forefront of refined travel. As traveler expectations continue to evolve, this part of the world remains a place where cultural richness, natural beauty and exceptional hospitality converge to deliver experiences that are both personal and lasting.
To reach the Mexican Caribbean Tourist Board, please email QuintanaRoo@ptgconsulting.com and to join our mailing list, click here: https://www.taconnect.net/agent/QuintanaRoo
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