Why is Tulum the perfect example of self-branding?

With an identity forged over the years by a multicultural population, Tulum's alignment with Mexico sets it apart, even from other cities worldwide. Tulum is not just a city or a region; Tulum is a concept.

By: Karen Castañeda.

This area is the perfect example of what a successful brand personality looks like. It could be described as a combination of jungle nature, technology, elitism, and futurism, along with activities and customs that have developed not necessarily by the natives of the area but by a specific tourism that has chosen to stay there.

Analyzing statistics, the percentage of European tourists (44.2% in 2021) is higher than Americans and even Mexicans, making it the only area in Mexico with these tourism percentages. This explains the emergence of this concept, a blend of European culture with the Mayan.

Let's unravel the visual style.

As mentioned earlier, the wave of multicultural tourism has brought very specific conceptual contributions. Being a tourism focused on wellness, and even dubbed as the Yoga Capital, the Hindu influence is noticeable. The spiritual aspect, vibrations, mysticism can be visually appreciated in the branding of holistic centers, restaurants that do not necessarily offer an Asian menu, and nightlife establishments. The realm of spirituality is one of the most explored and successful business models in Tulum.

There's even a word to describe the tourism in this area: Tuluminati. According to a brief internet search: 'The so-called tuluminatis are a chic and elite group that has seen growth in the most exclusive areas of Tulum. It's common to see them wandering through tourist areas with a hat, a silk cape, and huaraches...' To clarify this concept, for many an example of extravagance, the word arises from the Illuminati: a secret European order led by elite figures who wielded influence through intelligence, humanity, and opposition to religion and the state. Under this concept, Tuluminati emerged to refer to these groups of people with ideas or preferences against what is established by society, promoting spiritual well-being. They found a place to 'connect with nature and spirit,' and this place was Tulum, whose roots in Maya culture go hand in hand with spirituality.

Where can the European influence in Tulum be appreciated even more?

In the visual wave of Steampunk. Yes, even more visible during electronic music festivals, people resembling Mad Max characters blending with Maya culture as if on a shoot in Pandora. This is one way to describe this other conceptual territory of Tulum in a cinematic manner. Retrofuturism is very prominent, mostly seen in the architecture where Maya culture is combined with current technology in large installations made of wood and bamboo, featuring high-tech audiovisual projections and lighting.

Tulum in a Graphic Sense.

To describe Tulum might be elaborate, but its visual identity is clear: futuristic green minimalism. Creative concepts with spiritual weight, very much geared towards an elite that is not satisfied with the material alone but seeks an energetic gain. To describe it better, imagine that Elon Musk is opening a vegan restaurant in the Caribbean jungle – how do you envision that branding? You probably already pictured a thin sans-serif with some other bold word in cool neutral tones accompanied by hand-drawn lines, textured edges to earth or stone, a few matte neon flashes if we want to add something more daring, and some motion graphics straight out of an AI's mind. Describing Tulum in graphic terms is like adding visuals to a very clear and determined personality as if it were a marketed brand. There's a myriad of local brands in Tulum that you can analyze to get a clearer picture of how Tulum can sell itself as a brand thanks to its city branding.

From trend to a way of life

Perhaps for many, it's just a trendy tourist destination, but the statistics increasingly show a broad return of tourists and even longer and more extended stays, some even permanent. That's why, personally, I find it fascinating to anticipate how this brand personality will develop over time. I emphasize that the importance of it being a 'small' and 'exclusive' place is crucial in Tulum's brand development, but as the tourist influx increases, there is a fear of losing its identity. Let's remember that identity is what makes us ourselves, our spirit, something that Tulum showcases as its own and is challenging to establish.

How do you imagine the visual identity of Tulum will develop in the future?

Fuentes:

Estadisticas de poblacion y turismo en Quintana Roo.

Crecimiento de Tulum.

Concepto Tuluminati.