UMusic Hotel & Beach Club Tulum has been named the official hotel of Zamna, the electronic music platform that got its start in Tulum before growing into a global festival brand. The partnership, announced by UMusic Hospitality & Lifestyle (UMHL) and Zamna, marks the first phase of a broader collaboration spanning hospitality, live music, artist development, and creative production.
The alliance was first hinted at when the Tulum Renace initiative was announced, and it builds on that foundation. Zamna started as a jungle gathering in Tulum and has since expanded into an international brand with events staged around the world. Now it’s turning some of that attention back home, teaming up with UMusic Hotel & Beach Club Tulum to give visitors more reasons to stick around the destination longer instead of just flying in for a weekend of shows.
UMusic Beach Clubs & Lifestyle (UMBL) — the joint venture between UMHL and IMI Group, the hospitality company behind O Beach — will operate the property at the center of this deal. The site includes a 57-key hotel, an 800-capacity beach club, and a creative hub built into the same footprint.
Connecting the Zamna Experience to the Hotel
The core of the partnership is a connected guest experience linking Zamna’s events directly to the hotel. Zamna will maintain a dedicated VIP presence on-site, and in turn, hotel guests get access to VIP areas at Zamna’s events. It’s meant to blur the line between where festivalgoers stay and how they experience the festival itself.
The plans go beyond the festival dates too. UMusic Hotel & Beach Club Tulum will host Zamna-branded day parties, after parties, and other special events throughout the year, not just during peak festival windows. The idea is to keep that festival energy alive on the calendar well past the big event dates, giving the property — and the wider destination — more consistent traffic across restaurants, hotels, and local businesses.
Zamna will also bring its artist network and programming expertise into shaping the hotel’s year-round music identity, rather than just showing up for a single weekend a year.
“When we said Tulum should be a place where culture is created, not simply experienced, this is exactly what we meant. Zamna was born here and has grown into a global platform that carries the spirit of Tulum around the world,” said Robert Lavia, CEO of UMusic Hospitality & Lifestyle. “By becoming Zamna’s official hotel, we can create a more connected experience for fans while giving artists access to the studios, stages and resources to create what comes next.“
Maxi Johal, Chairman of IMI Group, echoed that sentiment, framing the deal as core to what UMBL was built to do — merge hospitality and cultural programming into something that outlasts a single event on the calendar.
The timing lines up with Zamna’s 10th anniversary. Over the past decade the festival has hosted names like Afterlife, Keinemusik, Adriatique, and Black Coffee, while also building a reputation as a launching pad for emerging talent looking to break into the global circuit.
