A Sales Narrative: The Commercialization of Mayan Identities

• Mayan symbols and identities are increasingly used as marketing tools by the Mexican government and private tourism companies to promote regional attractions.
• A 2024 agreement between the tourism conglomerate Grupo Xcaret and the Great Mayan Council of Quintana Roo has formalized the use of cultural heritage for commercial gain.
• Legal disputes reached the Supreme Court of Justice of the Nation (SCJN), which ruled in 2026 that cultural heritage belongs collectively to Indigenous peoples, leading to conflicts over the legitimacy of the Council and the nature of the partnership.

The Commercialization of Mayan Culture

• Major tourism infrastructure, such as the Tren Maya and events like Grupo Xcaret's "Travesía Sagrada," frequently leverage Mayan themes for branding and profitability.
• In 2024, Grupo Xcaret signed an agreement with the Great Mayan Council of Quintana Roo to address the use of cultural heritage. The deal reportedly included 15 million Mexican pesos (approx. USD 857,000) to compensate for the use of Mayan symbols.
• The agreement attempts to frame the transaction as "shared value," though it effectively treats the culture as a proprietary trademark for commercial exploitation.

Legal Battles and Institutional Disputes

• In 2022, the Great Mayan Council filed a complaint with the National Copyright Institute (Indautor), claiming the unauthorized appropriation of heritage by the Xcaret Group.
• The case moved to the Supreme Court of Justice (SCJN), which ruled in March 2026 that Xcaret must remove advertising using Mayan cultural elements, affirming that such heritage belongs to Indigenous communities as a matter of public interest.
• Despite the ruling, the Council defended the 2024 agreement in April 2026, creating tension with the National Institute for the Development of Indigenous Peoples (INPI), which supports other representatives who challenge the Council’s authority and have demanded an audit of the funds.

Historical and Political Context

• The Great Mayan Council of Quintana Roo was formed in 1998 during the administration of Mario Ernesto Villanueva Madrid, a period often criticized for prioritizing tourism expansion over Indigenous autonomy.
• The Council's legitimacy is contested; its leadership represents specific ceremonial centers, while other Mayan groups within the region maintain different views and resist the commercial commodification of their traditional practices.