In a world of glossy tourism campaigns, Grupo Xcaret chose a different route: build a communication strategy where the star was not the brand, but the men and women who keep Mexico’s folk art alive.
Grupo Xcaret and strategic communications agency ágora have been awarded the AMCO 2025 Award in the Events category for the communication strategy developed for the first edition of the Xcaret Mexican Folk Art Fair (Feria Xcaret de Arte Popular Mexicano), held in 2024 — a project that set out to do something unusual in tourism: put artisans first, and commerce second.
Giving Voice to the Soul of Mexico
Under the concept “Grupo Xcaret gives voice to the soul of Mexico”, the mission was clear and ambitious:
Position the Xcaret Mexican Folk Art Fair as one of the most important in the country — not just as another craft market, but as a platform to dignify Mexican folk art and its bearers.
Instead of treating the fair as a shopping event, the project framed it as a living showcase of material and intangible cultural heritage. The true stars were not brands or sponsors, but the artisans themselves: potters, weavers, carvers, embroiderers and master creators who preserve centuries-old techniques in their daily work.
In a country where artisan fairs are frequent, this fair had to stand out not by making more noise, but by telling a deeper, more honest story.
The Challenge: Build Prestige From Zero
The Feria Xcaret de Arte Popular Mexicano took place for the first time in 2024. There was no tradition to lean on, no built-in prestige, no “we’ve been doing this for decades” narrative — and that’s precisely the edition that the AMCO 2025 Award is recognizing.
The strategy needed to:
- Build credibility and prestige for a brand-new fair.
- Differentiate it in a crowded landscape of artisan events.
- Communicate that Grupo Xcaret wasn’t just using Mexican culture as a decorative backdrop, but acting from an ethical, supportive, non-profit stance.
That meant creating a dignified, free platform where artisans could exhibit and sell their work:
- No commissions
- No participation fees
- No fine print
Just a clear goal: celebrate and protect living heritage while improving the artisans’ visibility and opportunities.
“The Best Way to Talk About Folk Art…”
For Mauricio Kuri, Corporate Communications Director at Grupo Xcaret, the key was simple and powerful:
The best way to talk about folk art is to give the floor to its true protagonists.
With that principle, the entire narrative was built around one decision:
let artisans speak for themselves.
Instead of putting the brand at the center, the strategy highlighted:
- The artisans’ voices
- Their personal stories
- Their techniques and territories
- The communities behind each piece
The campaign didn’t try to “explain” folk art from the outside; it allowed those who live it to tell the story in their own words.
What the Award-Winning Strategy Looked Like
To bring this idea to life, Grupo Xcaret and ágora deployed a communication strategy designed to feel human, sincere and rooted in culture — not in slogans.
1. Dual Press Conferences in CDMX and Xcaret Park
Press conferences were held simultaneously in Mexico City and at Xcaret Park.
But instead of a purely corporate panel, the artisans themselves were invited to take the microphone and share:
- How they learned their craft
- What their work means in their communities
- Why folk art is much more than a souvenir on a shelf
This transformed the launch into a cultural encounter, not just a media event.
2. A Roadshow of Stories
Before the fair’s doors even opened, a roadshow of interviews took master artisans, curators and executives to national media outlets across culture, business and lifestyle.
These weren’t superficial appearances. They were in-depth conversations about:
- Heritage and identity
- The reality of making a living as an artisan today
- The tension between mass tourism and cultural preservation
The fair began long before opening day — it started in studios, workshops and radio booths, where artisans told their own story.
3. Live Coverage From the Heart of the Fair
During the fair, Xcaret Park turned into both gallery and newsroom:
- More than eight hours of live radio broadcasts from the park
- A press FAM trip, so journalists could experience the fair firsthand
- The active participation of multiple national outlets, broadcasting interviews and impressions in real time
Listeners across the country could hear the sounds of the fair live: voices, music, laughter, stories. It wasn’t just reported; it was felt.
4. A Visual and Emotional Narrative That Centered People
One of the most notable choices was the campaign’s visual direction:
the narrative did not focus on tourism.
Instead of the typical postcard shots of beaches or hotel pools, the visual storytelling spotlighted:
- Hands at work — carving wood, painting, weaving, embroidering
- Faces marked by years of practice, concentration and pride
- Generational stories of knowledge passed down from grandparents to grandchildren
The campaign made one thing clear: the protagonists are the people, not the destination brochure.
Measurable Impact: From New Fair to Cultural Reference
For a first edition held in 2024, the results were remarkable.
The Xcaret Mexican Folk Art Fair quickly positioned itself as one of the most relevant cultural platforms in Mexico, achieving:
- More than 500 pieces of coverage across national, state and local media.
This wasn’t just visibility; it was recognition and positioning in the cultural, tourism and lifestyle ecosystem.
The AMCO 2025 Award, granted by the Asociación Mexicana de Comunicadores, highlights precisely that type of achievement:
- Strong organizational communication
- Solid public relations
- Reputation management with measurable social and communicational impact
In the Events category, AMCO distinguishes strategies that connect purpose, creativity and concrete results — exactly what the 2024 first edition of the Xcaret folk art fair set out to accomplish.
Why This Matters for Travelers Too
At first glance, this might sound like “industry news” — interesting mainly for communication professionals.
But for travelers who care about where their money goes and what kind of tourism they are supporting, this recognition is highly relevant.
It signals that:
- Xcaret is investing in non-profit, dignified spaces for artisans.
- The fair is designed so that artisans benefit directly, without hidden fees or commissions.
- Tourism, when done well, can become a tool for preserving living culture, not just consuming it.
If you visit Xcaret in the future and encounter the Feria Xcaret de Arte Popular Mexicano, you won’t just be wandering through stalls. You’ll be entering a carefully designed cultural platform hosted by the artisans themselves.
About Grupo Xcaret
Grupo Xcaret is a 100% Mexican company with more than three decades of experience creating unforgettable experiences inspired by respect for nature, culture and life.
Its sustainable tourism journey began in 1990 and today includes:
- Parks: Xcaret, Xel-Há, Xplor, Xplor Fuego, Xoximilco and Xenses
- Hotels: Hotel Xcaret México, Hotel Xcaret Arte and La Casa de la Playa
- Tours: Experiences in Xichén, Cobá, Tulum and Xenotes
- Xcaret Xailing: Ferry routes from Cancún to Isla Mujeres and from Playa del Carmen to Cozumel, as well as catamaran and yacht experiences
The AMCO 2025 recognition doesn’t just celebrate a well-executed campaign.
It reinforces Xcaret’s long-term commitment to Mexico’s living culture and the people who embody it every day.
A Win for Culture, Communication and the Riviera Maya
In an era where “culture” is often reduced to décor and marketing buzzwords, the Feria Xcaret de Arte Popular Mexicano proposes a different model:
- Artisans speak first.
- Brands step back so communities can step forward.
- Tourism becomes a bridge between travelers and tradition, not a wall.
For Grupo Xcaret and ágora, the AMCO 2025 Award is an important milestone.
For Mexican folk art, it’s a powerful reminder:
When you give voice to the soul of a country — and you prove it with a first edition like 2024 — the world really does listen.
