At WTM London, Lizzie Cole, Subsecretary for Tourism Promotion at SEFOTUR Yucatán, introduced the state’s new ‘Mayan Sanctuary’ campaign – a call to discover a Mexico defined by heritage, safety, and authenticity. The initiative positions Yucatán as a destination of living culture, world-class gastronomy and sustainable growth, inviting European travellers to look beyond the beaches of Quintana Roo.