New York, NY — January 2026 Lomas Hospitality proudly participated in the landmark edition of FITUR 2026, where Mexico was honored as the official Guest Country. This global tourism event provided a strategic platform for Grupo Lomas to present its comprehensive hospitality portfolio and its robust capabilities as a Destination Management Company (DMC) and tour operator in the Mexican Caribbean and Baja California.
FITUR 2026 welcomed over 255,000 visitors and generated an economic impact of $600.04 million USD for Madrid, reaffirming its status as the world’s most influential tourism fair. Mexico’s designation as Guest Country marked a historic moment, showcasing the nation’s cultural richness, connectivity, and leadership in sustainable tourism.
Representing Grupo Lomas and Lomas Hospitality at FITUR 2026 were key executives:
Dolores López Lira, Chairwoman of the Board
Vicente Madrigal, Director of Commercial Strategy
Manuel Zenteno, Director of Sales, Grupo Lomas
Juan Manuel Esquivel, Director of Sales, Lomas Travel
During the three days of FITUR, Lomas Hospitality held a total of 32 scheduled meetings complemented by 25 walk-ins, while Lomas Travel conducted 25 meetings, bringing the overall count to 57. These interactions provided valuable opportunities to strengthen relationships and explore new avenues of collaboration across key markets.
Among the most significant achievements was a private dinner with strategic partners at Ten Con Ten restaurant, attended by leading tour operators such as Schauinsland Reisen from Germany, On The Beach from the United Kingdom, Versailles Voyages from France, and Despegar from Latin America. In addition, new agreements were finalized with major European operators, particularly in Germany, France, and the UK. A dedicated meeting with Ivan Koburov of TUI BLUE also resulted in plans to implement specialized marketing actions aimed at increasing the visibility of El Dorado Seaside Palms during the summer season.
Throughout the fair, the team engaged with influential brands and executives, including Ivan Koburov, Head of Hotel Brand Partnerships at TUI BLUE; Annabel Carson and Emily Wall, Destination Executives at British Airways Holidays; Isabelle Petit, Revenue Manager at Solea Voyages in France; and Nicolas Ivaldi, Managing Director, together with Stefania Bauvois, Procurement Manager at Héliades. These exchanges underscored the group’s ability to connect with top-tier partners and reinforce its positioning in the European market.
The team engaged in strategic meetings and activations to highlight the group’s signature MORE INCLUSIVE® philosophy, which offers immersive experiences beyond the resort. With properties located in the heart of the Riviera Maya, between two international airports, Cancún and Tulum, Lomas Hospitality ensures seamless access and a curated guest journey.
The group’s commitment to honoring the Mexican Caribbean vibe is reflected in its architectural harmony with the natural surroundings and the presence of over 25,000 palm trees across its properties. This design philosophy reinforces a genuine sense of place and connection.
As part of its FITUR presence, Lomas Hospitality emphasized its leadership in guest-centric service, culinary immersion, and wellness innovation, positioning Mexico as a world-class destination for elevated and authentic travel experiences.
About Grupo Lomas
Founded in 1981 by Dolores López Lira and José Luis Martínez Alday, Grupo Lomas is a leading Mexican tourism company with more than four decades of experience in the Mexican Caribbean and Baja California. Its portfolio includes Lomas Hospitality, Maroma Beach, Rancho Bonanza, and Lomas Travel, one of the region’s most established tour operators and destination management companies.
With a steadfast commitment to innovation, sustainability, and service excellence, Grupo Lomas continues to elevate the global profile of the Mexican Caribbean as a world-class travel destination.
About Lomas Hospitality
Lomas Hospitality is the hotel division behind acclaimed brands such as El Dorado Resorts (El Dorado Maroma, El Dorado Royale, El Dorado Casitas Royale, El Dorado Seaside Palms, and El Dorado Seaside Suites), Generations Riviera Maya, Palafitos Overwater Bungalows, Hidden Beach, and Au Naturel Resort.
The group also owns Nickelodeon Hotels & Resorts Riviera Maya, El Cielo Valle de Guadalupe, and Aqua Nick Riviera Maya.
With a strong business vision, Lomas Hospitality develops tourism projects that balance growth, positive impact, and environmental responsibility, creating the More Inclusive® concept, a model that goes beyond the traditional all-inclusive by integrating curated gastronomic, wellness, nature, recreation, and transportation experiences designed to enrich every stay.
Media Contact:
Vanessa Mariscal | PR Director
presslomashospitality@ferrconn.com