Romance travel isn’t a one-size-fits all segment — it’s an umbrella term that includes a variety of travel and traveler types. That’s especially true in Mexico, where attendees at this year’s World Romance Travel Conference - Love Mexico addressed a variety of trends.
The event, which took place Oct. 28-31 at the adults-only Paradisus La Perla in Playa del Carmen, attracted some 300 attendees, including 200 travel advisors and destination wedding planners, as well as representatives from hotels, event venues, entertainment companies and tourism offices.
Kitzia Morales, president of the International Association of Destination Wedding Professionals (IADWP) — the organization that puts together the annual conference — predicts strong sales for romance travel in the new year.
Live entertainment was part of the event.
Credit: 2024 DepartureLevel.com“2025 is going to be a very good year,” she said. “People are looking for new experiences. There are still a lot of people looking for luxury, but there's a huge market looking for something new, and that’s a big opportunity for other destinations, besides the big resorts."
Here are some of the hottest trends in romance travel in Mexico, according to multiple attendees.
Diverse Destinations
While Mexico’s beach destinations and large, all-inclusive resorts continue to attract lots of romance travelers, couples are increasingly more likely to consider other places, too, according to IADWP’s Morales.
“Destinations such as San Miguel de Allende and Merida, with its haciendas, are becoming a great option for destination weddings,” she said, noting that she’s also seeing demand for Oaxaca and Puerto Escondido. “Mexico City is also going to be big: We’ve seen an increase in foreign weddings in Mexico City, and I think there's a lot of opportunity right now — not only for destination weddings, but also for family celebrations, from birthdays to baptisms.”
Combined Destinations
Morales also says some couples are combining larger coastal destinations with smaller ones. For example, they might spend part of their time in Cancun and the rest in a destination such as Merida or Holbox.
“The couple could go to more exotic, smaller places but have their celebration in a bigger beach resort,” she said.
Combined Weddings and Honeymoons
Christina Maddox, owner and founder of Heaven Sent Wedding Consultants in Wilmington, Delaware, is seeing more couples doing two-in-one trips.
“They want to do a two-part trip, with the wedding and honeymoon at the same site,” Maddox said. “It’s a better spend of their dollars.”
She says events such as destination weddings also sometimes merge with other types of celebrations, including anniversaries. That’s good news for planners and advisors, she adds.
“I’m not just the planner for the bride and groom, but for the whole group,” Maddox said.
South Asian Weddings
Faride Delgado, a travel specialist at Escape with Style Travel in Atlanta, is witnessing a boom in South Asian ceremonies in Mexico.
“Indian weddings have been increasing a lot,” she said. “Los Cabos is the main focus for Indian weddings."
Morales, meanwhile, predicts that destinations such as Merida and San Miguel de Allende will become increasingly popular for South Asian weddings.
“I think they’re going to receive more big groups for Indian weddings because they have amazing places and people are looking for something different,” Morales said.
Romance Group Trips
Patti Kollar, owner of Packntravel in Sellersville, Pennsylvania, has found success by selling group romance itineraries that consist of up to 70 middle-aged couples on one trip.
“These groups of high-end, empty-nester couples are learning to be together again without kids,” she said. “I’m making fewer bookings, but my income has risen. You get paid more with groups, and I’m dealing directly with hotels rather than wholesalers, and the hotels pay better commission. It’s less work for me, I make more money, and it’s so enjoyable.”
Staying Safe
Crystal Marie Young, a destination wedding and cybersecurity event strategist at Crystal Marie Events in Detroit, does more than just plan weddings; she makes sure attendees keep their personal data secure.
“In today’s world, with so much digital connectivity, protecting guests and couples from potential cyber threats is essential,” she said. “If someone gets hacked while celebrating a major life event, it’s unfortunately what they'll remember most, overshadowing the entire experience."
When working with clients on weddings or anniversary events, Young always conducts a thorough cybersecurity risk assessment, identifying any vulnerabilities that could be exploited during the event.
“This includes ensuring secure Wi-Fi, educating the couple and vendors on potential risks and safeguarding any live streaming or digital sharing to avoid uninvited virtual guests,” she said.
Costa Rica is set to host the World Romance Travel Conference in 2025.
Credit: 2024 Gaber StudioMexico’s Enduring Appeal
Multiple conference attendees praised Mexico’s long-standing appeal as a romance travel destination, crediting a variety of factors for its continued popularity, including air connectivity, competitive pricing and diversity of options.
The nation’s biggest advantage over other destinations is its people, according to Krista Hull, owner and advisor at My Best Friend Went in Loveland, Colorado.
“No one treats people like they treat people in Mexico,” Hull said. “There's a service-oriented heart here. The same hotel brands exist in other places, but there’s not the same spirit."
La Shawn Witt, owner of Divine Diva Events in Los Angeles, agrees about the country’s admirably high standards of service and its ability to connect with travelers on a personal level.
“Definitely the biggest selling point is the experiences — the experiences I’ve had with the staff and the local cultural experiences,” she said. “The customer service starts from the initial contact, and they’re very hospitable when you get on-site.”
IADWP’s educational and networking events for next year include Love Dominican Republic, which will take place May 24-31, 2025, and the 2025 World Romance Travel Conference, which is slated for Nov. 3-6, 2025, in Costa Rica.
