The alliance brings together UN Tourism, UMusic Hospitality & Lifestyle, Mexican developers Inmobilia and Thor Urbana, with support from Mexico’s Ministry of Tourism and the Government of the State of Quintana Roo.
The partners will work on initiatives intended to strengthen Tulum’s cultural and tourism offering through creative activity, tourism development and investment in the local economy.
Tulum Renace, advanced by the administration of President Claudia Sheinbaum, is a long-term strategy covering infrastructure investment, sustainability, cultural programming and community development. The programme aims to develop year-round visitor experiences, support economic opportunities for local communities and reinforce Tulum’s cultural tourism positioning.
The new partnership is one of the first major cultural initiatives developed under the strategy. It will establish a destination-wide programme involving experiences, creative investment and collaboration across the region.
The initiative is designed to encourage visitors to engage with Tulum’s music, gastronomy, arts, natural environment and creative communities, while supporting year-round economic activity across the destination.
UMusic Hotel Tulum will comprise a 57-key hotel, an 800-capacity beach club and an integrated creative hub. The facilities are being developed to accommodate concerts and live events, music video and film production, creator collaborations, brand partnerships and original multimedia content.
The property will be operated through UMusic Beach Clubs & Lifestyle, the joint venture between UMusic Hospitality & Lifestyle and IMI Group, the hospitality company behind O Beach.
The operating platform combines Universal Music Group’s creative ecosystem with IMI Group’s experience in lifestyle hospitality and entertainment. UMusic Beach Clubs & Lifestyle will be responsible for programming, operations and destination activation linked to a year-round cultural calendar.
The partnership also includes investment in artists, creators and cultural entrepreneurs operating in Tulum. UMusic Hotel & Beach Club Tulum will provide recording studios, content production facilities and collaborative spaces for musicians, filmmakers, producers, designers and digital creators.
One of the first strategic collaborations will be with Zamna, the music platform founded in Tulum and active internationally in electronic music. The collaboration will connect the platform with the wider programme aimed at developing Tulum’s creative sector and international cultural profile.
The programme is also intended to support tourism activity throughout the year through concerts, productions and cultural experiences. According to the project partners, this activity is expected to support longer stays and generate demand for hotels, restaurants, retailers, transportation providers, tour operators and other businesses in the region.
The partnership represents the first implementation in Mexico of the Memorandum of Understanding between UN Tourism, UMusic Hospitality & Lifestyle and the Center for Music Ecosystems. The agreement focuses on the role of music, culture and creativity in sustainable tourism and economic development.
The initiative brings together government, tourism organisations and creative industries to develop tourism activity, local economic opportunities and cultural programming.
UMusic Hotel & Beach Club Tulum was developed by Inmobilia as an investment in Tulum’s hospitality and tourism infrastructure. The project brings together public and private sector organisations around the development of cultural, tourism and creative activities in the destination.
Josefina Rodríguez Zamora, Secretary of Tourism, Government of Mexico, said: “Tulum Renace is an initiative of President Claudia Sheinbaum aimed at fostering a more equitable, well-planned and sustainable model of tourism development, one in which the culture, creativity and talent of our communities are a fundamental part of the destination’s transformation. We want tourism growth to generate shared prosperity, strengthen the local economy and translate into well-being for those who live and work in Tulum, always with respect for our natural and cultural heritage.”
Mara Lezama Espinosa, Governor of the State of Quintana Roo, said: “Between jungle, sea, cenotes, and centuries of Mayan history, Tulum has built a reputation few destinations can match. Now, with UMusic Hotel joining that story, music adds one more layer to what makes it special”, while Natalia Bayona, Executive Director, UN Tourism, commented: “Music has enormous power to generate employment, strengthen communities and transform destinations. Tulum represents an important example of how culture can become a sustainable driver of tourism and economic development. Moreover, the generation of this type of investment in tourism will not only help strengthen human capital development, but also the broader ecosystem surrounding the creative industries, music and innovation
“The destinations that leave a lasting impression aren’t the ones where culture is simply experienced. They’re the ones where culture is created. Tulum has always been a place that inspires artists and creators. Our role is to help amplify that spirit by creating opportunities for culture to be produced, shared and celebrated, generating lasting value for the destination and the communities that call it home” said Robert Lavia, CEO, UMusic Hospitality & Lifestyle.
Maxi Johal, Chairman of IMI Group, said: “We are hugely excited to be opening in Tulum this December: the first five-star barefoot luxury hotel and beach club in the UMusic portfolio. World class music, design and hospitality, right on the Caribbean. Tulum is roaring back and we are proud to be part of it.”
Roberto Kelleher Vales, CEO and Founding Partner, Inmobilia, said: “For more than two decades, we’ve developed communities across southeastern Mexico with the belief that great projects should create lasting value for the places they call home. UMusic Hotel & Beach Club Tulum reflects that philosophy, bringing together thoughtful development, culture and creativity to create something that will benefit the destination long after construction is complete.”
Finnally, Jimmy Arakanji, Co-Founder and Co-CEO, Thor Urbana, commented: “What we have built goes beyond hospitality, bringing together culture, entertainment, community and experiences to create a true economic and cultural catalyst for Tulum.”
Tags: Josefina Rodríguez Zamora, Tourism of Mexico Roberto Kelleher Vales, Inmobilia UN Tourism UMusic Hospitality & Lifestyle
