Why Are Tours in Playa del Carmen So Expensive?

A look at the system and why I am against it

Mexico: a rich country, but expensive in tourism

Mexico is a country with immense cultural, natural, and culinary richness. A country that should not be expensive. Yet, in tourism it often is.

To understand what I mean by expensive, let’s make a comparison.

Disneyland is located in a very expensive country. They need huge insurance, strict regulations, they face lawsuits, they must maintain roller coasters and mechanical rides, and they employ a massive staff. The cost of infrastructure is extremely high.

In the Riviera Maya, theme parks are built around Mayan villages, modified underground rivers, and shows. Their maintenance costs are much lower. Yet, the entrance to a Mexican park can cost more than Disneyland. That is ironic.

The same happens with food and transportation. In Mexico City, a great taco costs 20 pesos, about one dollar. In Tulum, the same taco, not better, costs 90 pesos. Tulum sells itself as “bohochic,” simple but elegant. In reality, prices are luxury-level. A drink at a beach club can cost the same or more than in a bar in New York.

How the commission system started

In the early days of Cancun and Playa del Carmen, hotels needed the support of tour operators. The operators organized excursions and the hotel kept about 10 percent.

Later, new operators wanted access, and the way to enter was by offering higher commissions. First 15 percent, then 20, then 30, until it reached 50 or 55 percent.

Today, what matters most is who can give the highest commission, not who gives the best service.

The problem is not only the commission. It is the perception of the customer: what they paid does not match what they received. If a tour costs 150 dollars, the operator only keeps 75 to cover transportation, entrances, guides, meals, and profit. Quality is sacrificed.

The rise of hidden agendas

To survive, operators started creating businesses inside the tours.

Stops at jewelry stores, souvenir shops, tequila tastings, chocolate factories, sunscreen or mosquito repellent sales. Guides are trained to sell instead of share knowledge.

Some even scare tourists with talk about mosquito diseases, then immediately offer an overpriced solution.

Restaurants joined this system too. They provide “free food” to operators in exchange for holding tourists inside, selling 10-dollar drinks and souvenirs. These restaurants exist only for tourists, no locals eat there.

Hidden costs appear everywhere: life jackets, lockers, drinks, and even the absurd “Chichén Itzá tax.” A tour says entrance is included, but then they charge an extra 25 dollars. This is misleading.

Over time, guides learned to see tourists not as people looking for experiences, but as money bags.

My personal journey

I have 25 years of experience in tourism. I began when commissions still existed but quality was respected. There was a real commitment to the client.

But things changed when new directors arrived. Their goals were only about money, not about experiences. I remember clearly being told to recommend tours or attractions only based on the commission percentage. Not on quality.

It was sad to see, and I realized that was not the path for me.

I created my own company, MyQuestConcierge, which worked differently. TripAdvisor charged a small percentage, and the focus was on the traveler. A few years ago, I sold that company. TripAdvisor has also changed and is now much more focused on profit than on travelers.

Where I stand today

I am against this system. I believe travelers deserve honesty. If a tour says it includes something, it should truly include it. No tricks.

With Private Tours Playa del Carmen, I chose to stay outside of the system. I do not work with concierges or platforms driven only by money. I do collaborate with travel agents in England, Canada, the United States, and Spain, but only those who share my philosophy: everyone can win, but the traveler’s happiness comes first.

I know this means my company will never be big. Growth in this industry requires joining the system. I proudly say we never will.

Being against the system is difficult. Many doors close and some operators see me with bad eyes. But I also know many people are searching for exactly what I offer. Respect, honesty, and no hidden agendas.

Beyond tourism: who I really am

Before being a tour operator, I am a father and I have been a traveler myself.

In other countries, I have been treated kindly. I have faced difficult circumstances, getting lost, even being without money. And it is beautiful when strangers who do not know you and are not even from your country care about you.

My essence has always been to help. But living those moments, receiving kindness from strangers, taught me something powerful: never forget how important it is to be respected and helped in a country you came to explore.

That is why I do what I do. The real business is not the commission. The real business is that you go home happy.