Cancun tourism officials say their destination is continuing to reinvent itself by constantly improving the quality and diversity of its tourist attractions.

Sports, ecological and adventure attractions, luxury hotels and golf courses are a few new examples of how Cancun is on its way “to becoming one of the most diverse tourist destinations in the world,” they say.

One new opportunity to experience is Río Secreto, which opened to the public in April. It’s a unique glimpse at the crystal clear underground rivers and cenotes (water sinkholes) that dot the Yucatan peninsula. Adventurers explore the river’s path walking through caverns and passageways which are a million years in the making.

Another opportunity invites people to experience the first wine cellar strictly dedicated to Mexican wines. This summer, more than 3,500 bottles of 160 distinct labels will be opened in Xcaret. The cellar was designed to showcase Mexico’s wine history giving visitors the opportunity to learn about and taste local award winning wines from the country’s vineyards.

This coming winter, Cancun will see the opening of three new golf courses. As part of the new La Roca Country Club complex, visitors will have the opportunity to play at two professional 18-hole golf courses designed by Tom Fazio and Nick Price and developed under Tournament Players Club (TPC) standards. Puerto Cancun Golf Course, designed by British Open champion Tom Weiskopf, will be an 18-hole golf course located between Cancun’s hotel strip and the downtown area.