Tulum archaeological site is relatively compact compared with many other Maya sites in the vicinity, and is one of the best-preserved coastal Maya sites. Its proximity to the modern tourism developments along the Mexican Caribbean coastline and its short distance from Cancún and the surrounding "Riviera Maya" has made it a popular Maya tourist site in the Yucatán. Daily tour buses bring a constant stream of visitors to the site. The Tulum ruins are the third most-visited archaeological site in Mexico, after Teotihuacan and Chichen Itza, receiving over 2.2 million visitors in 2017.
A large number of cenotes are located in the Tulum area such as Maya Blue, Naharon, Temple of Doom, Tortuga, Vacaha, Grand Cenote, Abejas, Nohoch Kiin and Carwash cenotes and cave systems.
The tourist destination is now divided into four main areas: the archaeological site, the pueblo (or town), the zona hotelera (or hotel zone) and the biosphere reserve of Sian Ka'an.
In 1995, tourism came to a brief halt as the powerful Hurricane Roxanne pounded into Tulum, packing 115 mph winds. Damage was moderate.