By Daniel Linares Domínguez

The AMDETUR Congress 2025 brought together two unforgettable days filled with learning, innovation, and reconnection. It was a moment to pause, reflect, and re-energize our shared commitment to building a stronger, more visionary vacation ownership industry.

The event opened on a high note with the Marketplace launch, an energetic and engaging space where 25 companies showcased their products and services. Developers had the opportunity to interact with some of the most innovative providers in the sector—ranging from AI developers for hospitality, to digitalization experts, to companies offering immersive and interactive guest experiences. The buzz of fresh ideas and opportunities was felt from the very first moment.

The conference program began with a macroeconomic outlook, placing Mexico’s position within the global context. Despite global uncertainty and financial challenges, one message came through clearly: Mexico still holds massive potential—especially within our industry. This was further confirmed with the presentation of the Economic and Social Impact Study of Vacation Ownership in Mexico.

Here are five key highlights from the study:

1. $6.2 billion in annual membership sales
   Direct membership sales alone represent $6.1 billion USD annually, reflecting the industry’s strong performance and continued consumer demand.
2. $5.1 billion contribution to Mexico’s GDP
   The vacation ownership segment contributes $5.1 billion USD annually, which accounts for 39.5% of the hotel industry’s GDP and 3.5% of the overall tourism GDP.
3. $8.3 billion in annual gross production value
   Vacation ownership generates an estimated $8.3 billion USD per year in gross production, positioning it as a major contributor to the tourism sector’s economic output.
4. 6.3 billion USD in foreign exchange earnings
   Vacation ownership brings in $6.3 billion USD in foreign currency, which equals 23.1% of all foreign exchange earnings from air tourism in Mexico.
5. Over 8.3 million room nights per year
   With a daily average of 22,813 rooms occupied, vacation ownership accounts for more than 8.3 million room nights annually, with over 90% of occupancy concentrated in destinations like Riviera Nayarit, Los Cabos, Mazatlán, and the Mexican Caribbean.

The North American outlook that followed aligned perfectly with these findings. Industry experts from the region agreed: the future of vacation ownership is in Mexico. A panel discussion on challenges and opportunities for expanding our footprint highlighted pathways to growth—tailored to different business models—and stressed the need for fiscal incentives to unlock even greater potential.

Later came one of the most anticipated moments of the Congress: the TUR Talks, a series of brief but powerful discussions on future trends. From traveler profiles to the buyer of the future, we explored what truly motivates today’s consumers: more flexibility and subscription-like products. Wellness and mental health emerged as key drivers—travel is now seen not just as leisure, but as a right and a source of personal balance.

Wellness tourism was examined in depth, followed by sessions on digitalization, cybersecurity, and sustainability. From automating key processes to crafting hyper-personalized campaigns with AI, the potential is enormous. But technology must work in harmony with people.

That’s why our HR experts emphasized the importance of nurturing organizational culture—balancing tech integration with creativity, empathy, and team engagement. Human talent remains our greatest asset.

The Congress closed on a powerful note with an inspiring keynote by Brigitte Seumenicht, who reminded us that true leadership lies in building creative, self-aware teams. Her message resonated deeply, especially as we honored Carlos Berdegué, President and CEO of El Cid Resorts, for his legacy and contributions to the industry.

We leave the Congress recharged, full of ideas and purpose.
Until next year. Let’s keep leading the way.