Last updated: 3:55 PM ET, Fri December 19, 2025
The Mexican Caribbean Tourism Board strengthened its position among global travel destinations at the 2025 United States Tour Operators Association (USTOA) Annual Conference & Marketplace, held December 1–5 at the Gaylord National Resort & Convention Center in National Harbor, Maryland. The sold-out event brought together more than 800 leading tour operators, suppliers and industry professionals for four days of immersive sessions focused on collaboration, new strategies and expanding trade partnerships across North America and beyond.
Courage served as the 2025 conference theme, shaping conversations around industry leadership and innovation. (Photo Credit: Mexican Caribbean Tourism Board)
The theme of “Courage” shaped this year’s conference programming, centering on how destinations and industry leaders are adapting to global shifts in travel. The Mexican Caribbean Tourism Board’s presence echoed that focus, spotlighting its New Era initiative, a forward-looking campaign that reflects the region’s continued evolution. From expanded air and rail connectivity to immersive, multi-destination experiences across its 12 distinct locations, the campaign reinforces the region’s commitment to innovation, accessibility and deeper engagement with both travelers and the global travel trade.
More than 800 members attended the Opening General Session presentation. (Photo Credit: Mexican Caribbean Tourism Board)
The event kicked off with the Opening General Session, sponsored by the Mexican Caribbean Tourism Board, where CEO Andres Martinez addressed attendees with a message centered on collaboration and global connection. He introduced the audience to the New Era campaign as a strategic extension of the region’s international marketing efforts and reaffirmed the Mexican Caribbean’s leadership in experiential travel, shaped by its cultural richness, natural beauty and immersive visitor experiences. Martinez also acknowledged the essential role USTOA’s Active Members and Associate Members, including suppliers and travel service providers, play in connecting travelers to the destination. “The only thing missing from our team photo is you,” he told the audience, reinforcing the shared commitment that fuels the region’s continued success.
Appointments (Photo Credit: Mexican Caribbean Tourism Board)
Beyond its presence in the General Session, the Mexican Caribbean team deepened its engagement with the trade community through a series of one-on-one appointments during the USTOA Marketplace. Over three days, the team met with a cross-section of Active Members, travel consortia, marketing partners and industry organizations to strengthen relationships, exchange insights and align on shared goals for the year ahead. The Tourism Board also contributed to broader industry dialogue through its involvement in the Destination for Destinations Forum, a peer-driven educational event created by Destination Marketing Organizations (DMOs) to learn about relevant industry topics and exchange ideas and best practices.
Led by Martinez, the Mexican Caribbean delegation embodied the destination’s role as both a collaborator and a leader within the global travel community. Their presence reflected a sustained commitment to meaningful industry engagement and the continued evolution of trade partnerships that support long-term growth.
As the tourism landscape continues to shift, the Mexican Caribbean remains focused on aligning with the needs of today’s travelers and the advisors who serve them. Its participation at the 2025 USTOA Annual Conference & Marketplace affirmed the region’s strategic direction and its standing as a dependable, future-ready partner to the international travel trade.
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