Cancun is to offer tourists hotel and meal freebies to persuade them to pick the resort.
Golf, theme park and hire car giveaways will also feature in an aggressive plan to help it back on its feet after the coronavirus crisis.
The private initiative, involving more than 200 firms, will be officially launched on June 15.
The campaign is based around the number two - with hotels signing up offering two nights free for each two nights booked or a free stay for two children when two adults book.
The 2+2 offer would also be extended to hire car rental, meaning holidaymakers could have two days free for each four days they have a vehicle.
Local reports say the campaign also envisages discounts on golf and spa services and theme park entry.
As well as Cancun, tourist-orientated businesses in the resorts of Puerto Morelos and Tulum and the Caribbean island of Isla Mujeres, eight miles off the coast from Cancun, are expected to take part. Three-quarters of those backing the campaign are hotels.
Roberto Cintron, President of the Cancun, Puerto Morelos and Isla Mujeres Hotels Association, said: “We are very happy and above all, committed because of the great participation in this campaign of the different state hotel associations as well as the tourist industry generally.
“It’s designed to reactivate holidays to our destinations after the crisis caused by Covid-19.”
Oliver Reinhart, CEO of Mexican firm Atelier de Hoteles which has luxury all-inclusive hotels in Cancun and Playa Mujeres, told local media: “In the face of this atypical situation, we had to react to mantain our spectacular destinations in the forefront of tourists’ minds.
“This is why we proposed the implementation of a disruptive idea and creation of a campaign of great impact.
“We are convinced the formula to reactivate tourism is working together.
He added: “The campaign is not about cheating the destination to a two for one. Cancun is worth what it is.
“If it’s now available at a cheaper price take advantage of it because it’s not going to last for ever.”
Lucky tourists who win one of the competitions being organised as part of the campaign will even be gifted holidays for 20 years for two.
The offer is being promoted under the hashtag #Come2MexicanCaribbean with the message: “Enter for a chance to win a vacation for life in any of the Mexican Caribbean destinations. Starting June 2020.”
The promotion has been talked about for some time as a possibility but local tourist chiefs only went public with it on Wednesday.
Dario Flota, general director of the Quintana Roo Council of Tourist Promotion, said at the start of the month: “There is an idea that’s being worked on in the Cancun Hotels Association. It’s in the process of being finalised.”
Mexico has suffered more than 8,500 Covid-19 deaths and 78,000 confirmed cases since the start of the coronavirus crisis.
Hotels and restaurants are planning to reopen in Mexico’s Maya Riviera tourist area from June 8 after the lifting of a Covid-19-linked quarantine.
Hotel association boss Mr Cintron has says he would like hotels to be at least half-full by July and August.
Hotel chains like Grupo Xcaret have reportedly snubbed the discount and freebie campaign because it will make things worse by reducing income even more at a difficult time for the tourist region.