For years, Cancun has been viewed primarily as a tourism powerhouse — a Caribbean destination built around resorts, beaches and nightlife. But business leaders inside the region increasingly argue the city is evolving into something more: a growing nearshore services and technology hub with advantages that extend beyond tourism.

Alberto Amezcua, CEO of Wepartner, which operates a business process outsourcing center in Cancun, said the city’s strength lies in its combination of hospitality culture, connectivity and bilingual talent.

“Cancun, as the rest of Mexico, has exceptional customer service experience along with the connectivity and infrastructure to support one of the most important tourism hubs in Latin America,” Amezcua said. “It also has a large bilingual and cultural population.”