Xcaret, Riviera Maya, September 26, 2024.- Xcaret’s Festival of Life and Death Traditions has been recognized as the winner in the Special Events and Sponsorships category at the 2024 Latin America SABRE Awards. This prestigious award highlights Xcaret’s commitment to promoting and preserving Mexican culture, as well as its dedication to creating authentic and memorable experiences that connect visitors with Mexico’s most deeply rooted traditions.
Since its creation 18 years ago, the Festival of Life and Death Traditions has established itself as an iconic event celebrating Day of the Dead, a tradition recognized by UNESCO as Intangible Cultural Heritage of Humanity. Over the years, the festival has evolved into an immersive experience showcasing the country’s rich cultural heritage, becoming a benchmark not only for visitors but also for the cultural community.
“We are incredibly proud of this recognition at the Latin America SABRE Awards, as it highlights our commitment to celebrating and preserving Mexico’s cultural heritage. Winning this award for the first time is a milestone for Xcaret and reflects the tireless work of a multidisciplinary team involved in every stage of the process, from the festival’s conception and design to its execution and amplification strategies. Thanks to their dedication, the Festival of Life and Death Traditions has become a travel motivator for thousands of visitors, reaffirming the quality and love for Mexico that guides everything we do,” said Luis Carlos Velázquez, Chief Marketing Officer of Xcaret.
The festival’s 2023 edition, which received this award, stood out for its 360-degree communication and amplification strategy developed by public relations and communications agency ágora. The festival also expanded to five days, featured Querétaro as the guest state, included collaborations with local artists and artisans, and presented a gala concert by Natalia Lafourcade, which broke attendance records. In addition, the collaboration with Vogue México y Latinoamérica to create the “Dress from the Afterlife,” designed by Lorena Saravia, added a distinctive element that merged fashion and tradition, capturing the attention of a broader audience.
“We are proud to collaborate with Xcaret to elevate the conversation around such an iconic event as the Festival of Life and Death Traditions. This festival is not only a travel motivator for visitors from around the world, but also celebrates the traditions that define Mexico’s identity and showcases the country’s cultural richness to global audiences,” said Rogelio Blanco, President and Partner of ágora México.
The SABRE Awards celebrate excellence in public relations campaigns that transform perceptions, build strong relationships with stakeholders, and generate measurable and meaningful results for organizations. The Special Events and Sponsorships category recognizes both the planning and execution of sponsorship activities or special events, as well as the public relations support provided to maximize their impact.
This recognition reaffirms Xcaret’s commitment to celebrating and sharing the best of Mexico with the world. The Festival of Life and Death Traditions has become a living celebration and tribute to the country’s cultural richness, where every detail, flavor, and artistic expression reflects the essence and spirit of Mexico. With each edition, Xcaret continues to offer unique experiences that connect visitors with history and traditions, strengthening its role as a bridge that brings people closer to the authenticity and cultural heritage of Mexico.
The 18th edition of Xcaret’s Festival of Life and Death Traditions, taking place from October 30 to November 3, will feature Quintana Roo as the guest state as it celebrates its 50th anniversary. With activities including theater, music, dance, gastronomy, and traditional crafts, the festival will feature the participation of 36 Maya communities and 11 municipalities. The gala concert will be performed by Mexican band Reik on November 2.
