Off-the-Beaten Path Quintana Roo

Comprised of 14 classic and off-the-beaten-path destinations such as Riviera Maya, Tulum, Cancun, Holbox, Cozumel and Playa del Carmen, the State of Quintana Roo has long been cherished by international travelers. Up until 2018, the region’s multiple destinations were promoted under separate entities such as the Cancun Tourism Board, Riviera Maya Tourism Board, Cozumel Tourism Board and others which merged to become the Quintana Roo Tourism Board midway through our official relationship with the destination.

While the change unified the state’s multiple attractions and simplified its message for visitors, CIIC was challenged with familiarizing travelers with Quintana Roo and its vast appeal throughout the state. Simultaneously, the state employed the term ‘Mexican Caribbean’ to define its location on Mexico’s Caribbean Eastern peninsula, which CIIC began using to brand the destination in all our media and influencer relations. Read more here.

Results

• 820+ Million Media Impressions

• $3+ Million Estimated Editorial Value

• 230+ Media Placements