Despite being located in the popular tourist Riviera Maya region, Tulum has carved its own separate, green identity. Apart from being home to breathtaking Mayan ruins on the coast, it has caught the attention of the international community as one of the best beach destinations in the world. It is a place where small boutique hotels are the norm and where construc- tions are commonly simple cabañas on the beach. Tulum has already positioned itself as a leader in sustainable and ecological tourism, and this feature distinguishes it from other tourist areas in the region and gives it a very good chance to develop as a niche of its own.

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