NEW ALLIANCE PUTS UMUSIC HOTEL & BEACH CLUB TULUM AT CENTER OF MEXICO'S "TULUM RENACE" DESTINATION-WIDE CULTURAL PLATFORM

UN Tourism, UMusic Hospitality & Lifestyle, Inmobilia and Thor Urbana are advancing a partnership to strengthen Tulum as a global destination through music, culture and creativity, with the support of tourism authorities from Mexico and Quintana Roo. 

TULUM, Mexico, Aug. 27, 2026 /PRNewswire/ -- As Mexico's Federal Government advances Tulum Renace – its strategy to revive the economic prospects of the historic city of Tulum through sustainable tourism and cultural investment – a landmark alliance was launched today that places culture at the heart of Tulum's next chapter and UMusic Hotel & Beach Club Tulum at the center of the initiative, ahead of its highly anticipated opening in the first week of December 2026.

The alliance brings together UN Tourism, UMusic Hospitality & Lifestyle (UMHL), Mexican developers Inmobilia and Thor Urbana in a collaborative effort focused on culture, tourism and economic development in Tulum.

As part of Tulum Renace, an initiative led by the Government of Mexico, and with the support of Mexico's Ministry of Tourism (Sectur) [and the Government of the State of Quintana Roo], UN Tourism, UMusic Hospitality & Lifestyle (UMHL), Inmobilia and Thor Urbana are joining forces to strengthen Tulum's cultural and tourism appeal through initiatives that foster creativity, tourism activity and economic development in the destination.

A vision advanced by President Claudia Sheinbaum's administration, Tulum Renace is a long term strategy to strengthen Tulum through infrastructure investment, sustainability, expanded cultural programming and community development. Recognizing culture as a powerful driver of tourism and economic growth, the initiative seeks to create year-round experiences that attract visitors, generate opportunity for local communities and reinforce Tulum's position as one of the world's leading cultural destinations.

This partnership represents one of the first major cultural initiatives supporting that vision, translating the goals of Tulum Renace into a destination-wide program of experiences, creative investment and collaboration that extends across the region.

Rather than creating another destination within Tulum, the initiative is designed to make more of Tulum itself the destination, encouraging visitors to discover its music, gastronomy, arts, natural beauty and creative communities while supporting year-round economic activity across the region.

Bringing that vision to life is UMusic Hotel & Beach Club Tulum, a 57-key hotel, an 800-capacity beach club and an integrated creative hub that together provide the foundation for the initiative. Designed as a launchpad for concerts and live events, music video and film production, creator collaborations, brand partnerships and original multimedia content, the property will generate a continuous calendar of programming that reaches far beyond its walls and throughout Tulum.

The destination will be operated through UMusic Beach Clubs & Lifestyle (UMBL), the joint venture between UMHL and IMI Group, the hospitality company behind O Beach. Combining Universal Music Group's global creative ecosystem with IMI Group's expertise in lifestyle hospitality and entertainment, UMBL will deliver the programming, operations and destination activation required to sustain a year-round cultural calendar.

Investing in Tulum's Creative Economy

Central to the partnership is a long-term investment in the artists, creators and cultural entrepreneurs who define Tulum's identity.

UMusic Hotel & Beach Club Tulum will feature dedicated recording studios, content production facilities and collaborative creative spaces where musicians, filmmakers, producers, designers and digital creators can develop, produce and showcase new work.

One of the first strategic collaborations will be with Zamna, the internationally renowned music platform founded in Tulum that has grown into one of the world's leading electronic music brands. The collaboration brings together one of the destination's most influential cultural exports with a broader effort to elevate Tulum's creative profile on the world stage.

Beyond supporting the creative community, the initiative is designed to deliver measurable benefits across the destination. A continuous calendar of concerts, productions and cultural experiences will help drive visitation throughout the year, encouraging longer stays while supporting hotels, restaurants, retailers, transportation providers, tour operators and local businesses across the region.

A Global Model for Music Tourism

The partnership also represents the first implementation in Mexico of the Memorandum of Understanding between UN Tourism, UMusic Hospitality & Lifestyle and the Center for Music Ecosystems, establishing Tulum as an international example of how music, culture and creativity can drive sustainable tourism and long-term economic development.

Together, the partners are demonstrating how government, tourism organizations and the creative industries can work together to strengthen destinations, create opportunities for local communities and shape the future of tourism.

Built in Mexico, Designed for the World 

UMusic Hotel & Beach Club Tulum was developed by Inmobilia, one of Mexico's leading real estate developers, representing another significant investment in Mexico's tourism sector and in the long-term future of Tulum.

The project reflects a collaboration between public and private sector leaders committed to creating a destination where culture is not simply experienced, but continuously created, shared and celebrated.

Executive Quotes

Josefina Rodríguez Zamora, Secretary of Tourism, Government of Mexico
"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
"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."

Natalia Bayona, Executive Director, UN Tourism
"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

Robert Lavia, CEO, UMusic Hospitality & Lifestyle 
"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."

Maxi Johal, Chairman of IMI Group
"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
"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."

Jimmy Arakanji, Co-Founder and Co-CEO, Thor Urbana
"What we have built goes beyond hospitality, bringing together culture, entertainment, community and experiences to create a true economic and cultural catalyst for Tulum."

About UMusic Hospitality & Lifestyle
UMusic Hospitality & Lifestyle (UMHL), developed in partnership with Universal Music Group, is an innovative hospitality and lifestyle company with UMusic Hotels at its core. UMusic Hotels reimagine traditional hospitality by blending immersive guest experiences, live entertainment, and cultural storytelling in destinations around the world. Beyond its hotels, UMHL expands into retail, branded residences, and immersive experiences, building a global ecosystem where music, culture, and hospitality converge. By integrating entertainment, creativity, and community at every touchpoint, UMHL fosters meaningful connections and drives positive social and economic impact in the places it calls home. www.umusic-hotels.com

About UN Tourism
The World Tourism Organization (UN Tourism) is the United Nations specialized agency for responsible, sustainable and universally accessible tourism. www.untourism.int

About the Government of Mexico's Ministry of Tourism (Sectur)
Mexico's federal Ministry of Tourism (SECTUR) is the government agency responsible for designing and coordinating national tourism policy, working across all three levels of government, the private sector, and local communities to drive competitive and sustainable destinations. In Tulum's case, SECTUR works in coordination with the government of Quintana Roo and local authorities to strengthen infrastructure, connectivity, and international promotion of the destination, with a vision focused on establishing it as a benchmark for cultural and nature-based tourism, while safeguarding its environment and the wellbeing of its communities. Under this approach, the Ministry supports Tulum's evolution as one of Mexico's most important tourism destinations on the global stage.

About the The Government of Quintana Roo
Quintana Roo is moving forward today with a clear direction: strengthening investment and economic development while staying true to what sets it apart, its natural wealth, its Mayan and Caribbean culture, and the wellbeing of its communities. The state is driving a more diverse, higher-value tourism model, improving mobility and connectivity across its cities and destinations, and working to protect its jungle, reefs, and cenotes, recognizing that development is only sustainable when paired with environmental care. It is a Quintana Roo that opens itself to the world without ever losing its essence.

About the Ministry of Tourism of the State of Quintana Roo (SEDETUR)
Quintana Roo's Ministry of Tourism (SEDETUR) is the state agency responsible for designing, coordinating, and promoting the state's tourism policy, working closely with the hotel, business, and community sectors to strengthen the competitiveness of its destinations. In Tulum, its focus centers on driving more organized, higher-value tourism through marketing strategies, sector training, and support for the destination's various tourism stakeholders, always seeking to balance economic growth with the preservation of the cultural and natural identity that defines it. Under that vision, SEDETUR supports Tulum's consolidation as one of the most important tourism destinations in Mexico and the world.

About UMusic Beach Clubs & Lifestyle
UMusic Beach Clubs & Lifestyle (UMBL) is the joint venture formed by UMusic Hospitality & Lifestyle and IMI Group, developing and operating destinations worldwide and expanding on O Beach's founding portfolio with a five-star, music-led beach club concept across the Americas, Europe, and the Middle East.

About Inmobilia
For more than two decades, Inmobilia has been shaping the way people live, gather and belong across some of Mexico's most extraordinary landscapes. Headquartered in Mérida, Yucatán, the company has brought to life over 7.8 million square meters of master-planned communities, across Mexico, Belize and Spain — spanning residential, mixed-use, commercial and hospitality projects, with branded residences such as Faena, SLS, MGallery, Four Seasons... among others. Beyond the numbers, Inmobilia's vision is guided by a deeper philosophy: building communities that endure, honoring the environment they are part of, and creating lasting value for the people who call them home. It is this blend of real estate intelligence and genuine care for place and lifestyle that continues to define every community Inmobilia creates.

About Thor Urbana
Thor Urbana is a leading Mexican real estate investment and development platform with more than US$3.7 billion in assets under management and over 3 million square meters developed across 17 cities. With significant experience in luxury hospitality, lifestyle, and mixed-use destinations, Thor Urbana has established a strong presence in Mexico's leading tourism markets, including Tulum.

Media Contact:
Michael Kutach, Senior Vice President, The Lede Company, [email protected]

SOURCE UMusic Hospitality & Lifestyle