Leaders of the Tourism Business Council of Yucatán (CETUR) have called on state and municipal authorities to strengthen promotional campaigns that position Yucatán as a premier travel destination and have committed to close public-private collaboration to boost regional competitiveness. Speaking during the official swearing-in ceremony of CETUR’s new leadership council, industry leaders emphasized the urgent need to expand strategic marketing efforts to attract both domestic and international visitors. They underscored that maintaining robust tourism flows is critical to sustaining economic development, generating employment, and supporting local supply chains throughout the region. The event brought together key government officials and business leaders, including Yucatán’s Tourism Promotion Secretariat, the Mayor of Mérida, and top representatives from the hotel, restaurant, and broader private enterprise sectors. State and local government officials welcomed CETUR’s commitment, reiterating that joint initiatives between public authorities and tourism businesses remain essential for consolidating Yucatán’s position as a standout destination in Southeast Mexico.