AttractionPros
Episode 446: Elizabeth Lugo Talks About Tourism in Mexico, Creating a Culture of Learning and 18,000 Collaborators
Why It Matters
Understanding Xcaret’s integrated approach shows how tourism operators can differentiate themselves by combining experiences, transportation, and accommodation under a single brand, driving higher guest loyalty and revenue. For industry professionals, the episode offers actionable insights on scaling operations, fostering employee development, and creating a cohesive, culture‑driven guest experience that resonates in today’s competitive travel market.
Key Takeaways
- •Xcaret expanded from 350 to 18,000 collaborators in 30 years.
- •Introduced “all‑fun inclusive” hotel concept linking parks, tours, transport.
- •Zero Educational Backlog program eliminated adult illiteracy among staff.
- •30% of new hires sourced from existing Xcaret employee pool.
- •Operates six ferries, three catamarans, serving four million visitors yearly.
Pulse Analysis
Grupo Xcaret has transformed Mexican tourism by evolving from a single park with 350 employees to a diversified portfolio that now includes eight parks, three hotels, a sailing company, and a fleet of ferries and catamarans. Serving roughly four million visitors annually, the organization employs 18,000 collaborators, positioning itself as a major economic driver in the Cancun region. This rapid expansion underscores the strategic importance of integrated destination management and highlights how large‑scale eco‑tourism operations can boost regional employment and international visitor spend.
A cornerstone of Xcaret’s success is its culture of learning. Early on, the company launched a Zero Educational Backlog program that provided adult literacy and high‑school education during work hours, turning many employees into skilled professionals whose children now hold advanced degrees. Today, the firm maintains this commitment by ensuring at least 30% of new project hires come from within its existing talent pool, preserving institutional knowledge and fostering deep employee engagement. Recognized by Forbes as a top workplace, Xcaret demonstrates how workforce development and purpose‑driven leadership translate into higher retention and superior guest service.
The innovative “all‑fun inclusive” model differentiates Xcaret’s hospitality offering. By bundling park access, tours, transportation, and premium hotel amenities into a single package, the brand delivers a seamless, experience‑focused vacation that rivals traditional all‑inclusive resorts. This approach not only enhances guest satisfaction but also drives operational efficiencies across its vertically integrated assets. As the company plans to add 900 more rooms by 2029, its blend of cultural immersion, sustainable tourism practices, and employee‑centric culture sets a benchmark for the broader attractions and hospitality industry.
Episode Description
Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.
What’s your guest experience strategy? You probably have a marketing strategy, recruitment strategy, and sales strategy, but what about intentionally turning first-time visitors into loyal advocates? Liebman Leisure Group helps attractions do exactly that. From creating a culture of “wow” moments to empowering staff to recover from service failures, great experiences don’t happen by chance.
To schedule a consultation call, visit www.liebmanleisure.com/attractionpros. Don’t leave your guest experience to chance. You should be known for creating memorable experiences… on purpose.
Elizabeth Lugo is the executive director of parks, tours, and the sailing company at Grupo Xcaret. Originally from Mexico City, she moved to the Cancun area for what was supposed to be a short project and ended up building a 30-year career rooted in operations, guest experience, safety, logistics, and leadership. Today, she helps lead a fast-growing portfolio that includes parks, tours, ferries, catamarans, and yachts, all designed to celebrate Mexican culture, connect visitors with nature, and deliver a seamless vacation experience. In this interview, Elizabeth talks about tourism in Mexico, creating a culture of learning, and 18,000 collaborators.
“Grupo Xcaret is located in the Mexican Caribbean near Cancun area.”
Elizabeth explains how the company grew from two iconic parks into a full tourism ecosystem that touches nearly every part of a visitor’s trip. Beyond parks and tours, Grupo Xcaret expanded into hotels with an “all fun inclusive” concept that bundles transportation, access to parks and tours, and a complete vacation experience into one package.
She also shares how their tour operations focus on details that shape comfort and satisfaction, like designing their Chichen Itza buses with two bathrooms instead of one. Across parks, nature-based experiences, cultural celebrations, and transportation on land and sea, Elizabeth positions Grupo Xcaret as both a destination and a major driver within the broader tourism landscape in Mexico.
“What can we do more impressively? Not just for the visitors, but also for our people.”
When asked about being recognized as a top place to work, Elizabeth goes back to the earliest “seeds” of the company’s culture. She describes how Grupo Xcaret invested in education by providing teachers and class time during working hours so team members could complete elementary school and later high school, creating ripple effects that elevated families and communities over generations.
That learning mindset continues today through constant improvement, listening systems, and leadership behaviors that stay grounded in real guest and employee experiences. Elizabeth emphasizes that the company doesn’t treat learning as a one-time training event, it’s part of how they evolve with new generations, new technology, and rapid expansion while still trying to protect what made the culture special in the first place.
“The challenge with that is that opening operations and going from 350 people to 18,000 collaborators is how you permeate that culture.”
Elizabeth describes the scale of growth, from a small operation of a few hundred people to a massive organization, and the challenge of keeping the culture consistent as new parks, hotels, and business lines launch. She explains that one tactic is ensuring that at least 30% of the team in a new operation comes from established parts of the organization, so the “DNA” carries forward and helps onboard new people into the purpose and pride of the company.
She also explains why they use the term “collaborators” instead of employees; it reflects the belief that everyone contributes ideas and value, from frontline roles to leadership. Through tools like “Cafe con Liz,” quality circles, surveys, transparent postings, and career paths, Elizabeth outlines how they try to keep communication open, trust strong, and collaboration real across a workforce of 18,000.
Elizabeth can be reached on LinkedIn, as well as by email at elugo@xcaret.com. To learn more about Grupo Xcaret, visit www.xcaret.com.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
Scheduling and correspondence by Kristen Karaliunas
To connect with AttractionPros:
AttractionPros.com
AttractionPros@gmail.com
AttractionPros on Facebook
AttractionPros on LinkedIn
AttractionPros on Instagram
AttractionPros on Twitter (X)
Comments
Want to join the conversation?
Loading comments...