The Mexico town of Tulum, about two hours south of Cancún, has undergone rapid gentrification, transforming from a quiet beach town into a high-profile international destination.
Declared a World Yoga Capital in 2017, Tulum still attracts visitors for its wellness scene, but the atmosphere has shifted as new restaurants, nightlife venues and hotels promote the town as a global party and celebrity hub, drawing comparisons to Ibiza. Well-known hotel brands such as Hilton, Conrad and Hyatt have opened properties here, while other international and boutique operators have followed suit, responding to Tulum’s growing appeal among travelers seeking modern design, curated experiences and lively social scenes.
© Lula Seaside Boutique Hotel
Despite rapid development, Tulum’s natural assets—white-sand beaches, lush vegetation and proximity to ancient Mayan ruins—mean there are still properties that retain the town’s original, more relaxed character. One example is the 19-room and -suite Lula Seaside Boutique Hotel, now part of Colibri Boutique Hotels. The property offers both seaside and jungle accommodations and features Lula’s Kitchen, an all-day Mediterranean al-fresco restaurant; a day spa; and a seafront wellness center. Spa and wellness programming runs from morning into the late afternoon, catering to guests seeking restorative experiences.
The building is not a new construction: CBH acquired the former Sanara Tulum boutique property in early 2023, completed a careful rebrand and redesign, and reopened it to the public in spring. The updated Lula Seaside combines modern comforts with a Caribbean palette of blues and yellows, providing seaside spaces designed for dining, socializing and relaxing under the sun.
© Lula Seaside Boutique Hotel
“Lula has been a joy to bring to life,” said Laura Avila, designer and general manager of Lula Seaside Boutique Hotel. “Every color, every bite of food, and every program offering has been created to bring a sense of wonder and inspiration to our guests. I love Lula and our visitors will too.”
Located in the state of Quintana Roo on Mexico’s Caribbean coast, Tulum has seen a surge in arrivals as regional air service expands. The opening of a new airport has further accelerated visitor numbers and interest in real estate and condo sales.
Felipe Carrillo Puerto International Airport, commonly called Tulum International Airport, opened officially last December. Since then, carriers such as Delta Air Lines have introduced non-stop service from the United States, and other airlines have followed, significantly reducing travel time from major U.S. cities and making Tulum even more accessible to international travelers.
As Tulum evolves, visitors can expect a mix of experiences: luxe new developments and nightlife for those seeking excitement, alongside quieter beachfront and jungle retreats that preserve elements of the town’s original charm.