The Yucatán Tourism Observatory was established in 2018 to generate and manage information around tourism development. This work has identified key challenges and opportunities and so led to the design of relevant policies aimed at supporting the destination’s overall sustainable development, thereby increasing its competitiveness. Joining the INSTO Network will help Yucatán manage tourism development in a responsible and sustainable manner, taking a holistic view in developing adequate and innovative strategies for “rethinking” tourism.