A Homecoming Partnership
UMusic Hotel & Beach Club Tulum has been named the official hotel of Zamna, the electronic music platform that started as a jungle gathering in Tulum before growing into a global festival brand. The deal, announced by UMusic Hospitality & Lifestyle (UMHL) and Zamna, is the first phase of a wider collaboration covering hospitality, live music, artist development, and creative production.
What's on the Property
The site at the center of the partnership includes a 57-key hotel, an 800-capacity beach club, and a creative hub, operated by UMusic Beach Clubs & Lifestyle (UMBL) — a joint venture between UMHL and IMI Group, the hospitality company behind O Beach. It builds on groundwork laid by the earlier Tulum Renace initiative.
Blurring the Line Between Stay and Show
The core of the deal is a connected guest experience: Zamna will keep a dedicated VIP presence on-site at the hotel, while hotel guests get access to VIP areas at Zamna's events in return. The partnership doesn't stop at festival dates, either — UMusic Hotel & Beach Club Tulum will host Zamna-branded day parties, after parties, and other events year-round, with Zamna's artist network and programming expertise shaping the hotel's music identity well beyond peak season.
The Case for Tulum
'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. IMI Group Chairman Maxi Johal framed the deal similarly, calling it core to what UMBL was built to do — merge hospitality and cultural programming into something that outlasts a single event on the calendar.
Ten Years of Zamna
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 building a reputation as a launching pad for emerging talent breaking into the global circuit — a track record this partnership is now betting can anchor a destination, not just a weekend.