We just wrapped up an amazing day at Women’s Wanderlust in partnership with Visit Tulum, and we couldn’t wait to share all the fun and inspiring moments with you!

Greether, a platform dedicated to empowering female travelers through safe and personalized experiences, recently hosted the Women’s Wanderlust event in Tulum. This event, held in partnership with Visit Tulum, was designed to celebrate female travelers and recognize Tulum's efforts to learn from Greether how the destination can be made safer and more inclusive for women. The event also aimed to welcome and offer Greether's services to the destination the destination can be made safer and more inclusive for women. For welcoming and offering our services to the destination.

Greether’s Partnership with Visit Tulum

For over six months, Greether has been working closely with Visit Tulum to provide insights and assessments on how Tulum can improve as a travel destination for women. Through a detailed "Female Destination Assessment" led by Greether, Visit Tulum received a comprehensive report on the concerns of both local women and travelers over the past 18 months. This collaboration has been crucial in identifying key areas where safety improvements are needed.

During the event, Greether awarded Visit Tulum a certification for their commitment to taking actions and improving the well-being of female travelers and their dedication to empowering the women of Tulum through resources and innovation. This award was given not because Tulum is already an entirely safe destination for women, but because it is actively seeking solutions and improvements. Tulum has so much to offer, and women visiting should only need to worry about enjoying their time there to the fullest.

Schirin Hernandez, Coordinator of Tourism Promotion at Visit Tulum receiving the certification for their commitment to taking actions and improving the well-being of female travelers and their dedication to empowering the women of Tulum through resources and innovation.
Photo Credit: Visit Tulum

“We know that Tulum still has a long way to go in improving the well-being of local women and the safety of women living in and visiting the region. However, I see this alliance as a positive step that they are taking. I remain committed to being transparent about how alarming and in some cases unfortunate our results were. Women visiting and living in Tulum seem to be exhausted from constantly asking for safe transportation and navigation. Greether provides a way for visitors to feel accompanied and more confident, and as a result, women reduce their safety risks when they use our services. However, this responsibility doesn’t fall solely on our shoulders or on the tourism board itself. The administration needs to ensure that both our local women and travelers are, and feel, safe.

We truly hope that Tulum and its government continue to pay attention to the importance of this issue. Women make up the majority of travel spending, and if they don’t feel safe, they will stop coming here. We are excited to promote the usage of our services in Tulum, as a way of empowering the women who visit and the economy of the local women. The community of women who inhabit the region is powerful, fierce and will not stay silent, and we love that—we stand with them, seeing this female empowerment is one of the reasons I started this company.”

—Vanessa Karel, Founder of Greether

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Vanessa Karel, Founder & CEO of Greether and Schirin Hernandez, Coordinator of Tourism Promotion at Visit Tulum

Photo Credit: Visit Tulum

Survey on Female Traveler Safety

Before and during the Women’s Wanderlust event, Greether conducted a comprehensive survey to understand the concerns of female travelers and local women over the past 18 months. At the event, we also gathered feedback from attendees, which revealed that 78% were concerned about transportation and navigation safety in Tulum. These findings, along with research led by Greether’s User Researcher team, headed by Julie Hare, were used to produce a full report combining both qualitative and quantitative data.
The report not only highlights key issues such as law enforcement, nighttime safety, transportation, and tourist scams but also includes a section filled with actionable recommendations. These steps, which we suggest Tulum take to improve the well-being and overall experience of women, include the creation of safe transportation zones, partnerships with reliable transport services, and awareness campaigns to educate visitors on navigating Tulum safely.

By addressing these concerns, Tulum can significantly enhance safety for women and solidify its reputation as a world-class destination.

Highlights of the Day

The event began with an invigorating energy cleansing by La Floreria Tulum, setting a positive and serene tone for the evening.

This was followed by a heartfelt speech from Paola Moreno, the elected congresswoman of Quintana Roo. She expressed her commitment to supporting women travelers and emphasized the importance of promoting sustainable tourism in Tulum. Paola also personally thanked Vanessa Karel, the founder of Greether, for bringing the platform's valuable services to Tulum, acknowledging the positive impact it has on ensuring safer travel experiences for women in the region.

Paola Moreno Tulum and Vanessa Karel — Vanessa Karel, Founder and CEO of Greether, & Paola Moreno, elected representative of Quintana Roo.
Photo Credit: Visit Tulum

Inspiring Panel Discussion

The heart of the event was our incredible panel discussion led by Greether’s award-winning founder, Vanessa Karel. The lineup of powerhouse women shared their journeys and insights on empowerment and entrepreneurship. Emotional and inspiring stories were told and shared in a meaningful conversation.

These powerful women are shaping the lifestyle of locals and the way women experience the destination:

Vanessa Karel, Apollonia Keys, Ally Cavosie, Camilla Trombert & Maca Pava
Photo Credit: Visit Tulum

Alyssa Cavosie - Founder of Girl Gang
Alyssa shared the inspiring journey of building Girl Gang, a vibrant community of over 11,000 women in Tulum. Listening to how she’s created a space focused on connection, safety, and inclusiveness was truly uplifting. Her dedication to fostering meaningful relationships and her success as a two-time best-selling author and entrepreneur really resonated with us.
Apollonia Keys - Wellbeing Entrepreneur and International Speaker
Apollonia’s story about the power of authenticity and reinvention was both powerful and relatable. She spoke from the heart about her journey in luxury hospitality and real estate, and how she integrates art, wellness, and technology to create transformative experiences. Through her business, AMI Global, she’s helping women pursue their dreams with confidence, and we found her approach deeply inspiring.
Maca Pava - Founder of Somos Colectiva
Maca’s passion for sustainability and community building shone through as she talked about “Somos Colectiva.” Hearing how she supports small business owners from Latin America through education and community was truly inspiring. Her commitment to driving positive change and supporting local growth left a lasting impression on all of us.
Camila Trombert - Creative Advertiser, Entrepreneur, and Activist
Camila’s story really touched us. She’s not just a creative advertiser and entrepreneur; she’s a tireless advocate for women’s rights. We were particularly moved by her work with Cruces x Rosas, where she provides critical support to women facing violence across Latin America. Camila also shared how her consultancy, GUOMAN, helps brands embrace diversity and inclusion. Her dedication to ethical communication and her passion for making a difference were palpable, and it was clear why she’s such a respected voice in the region.

Camilla Trombert, Apollonia Keys, Maca Pava, Ally Cavosie & Vanessa Karel
Photo Credit: Visit Tulum

Greether's Story and Local Entrepreneurs

We also took some time to share Greether’s mission of providing safe and personalized travel experiences for women. Greether helps women travel safer by connecting them with trusted local female guides, which reduces their safety risks and enhances their overall experience. But that’s not all! We had an amazing showcase of local entrepreneurs who are making waves in their industries:

Co.ConAmor: Our zero waste queens from Tulum with their eco-friendly, bulk products.
La Floreria Tulum: Turning flowers into emotions with their unique floral art.
Waves & Vibes Yachting: Blending water adventures with zen-inducing yoga and sound baths.
Caribe Surf Society: Teaching the art of surfing while loving the ocean.
Mexidivers: Creating unforgettable diving experiences with a touch of teamwork.
ELLA Digital Tulum: Boosting brands’ online presence with their strategic content. Alongside Synergia & Artsenal Films.

Connecting and Celebrating

The best part? The incredible women who joined us – locals, expats, and tourists – shared their travel stories and entrepreneurial tips. The vibe was all about connection, inspiration, and supporting one another.

Women’s Wanderlust in Tulum was a huge success, showcasing the power of community and the importance of making Tulum a safer, more inclusive destination for women. We’re already looking forward to the next event! Stay tuned for more exciting events, and join us on this empowering journey!