Data from Mabrian’s Perception of Climate Index found the destination’s weather was viewed far less favourably by potential travellers as Beryl makes its passage through the Caribbean.

Mabrian said the area, which includes the resort of Cancun, was now firmly associated with hurricane risks. The Yucatan peninsula is due to be hit by Beryl later this week.

Mabrian’s index rated Mexico’s Caribbean coast 43 out of a possible 100 score, compared to 65 points a week ago, indicating a far less positive view of the region.

Jamaica was another destination to be viewed less favourably, with its score falling from 89 to 67 points out of 100.

Hurricane Beryl is the earliest category five hurricane on record in the north Atlantic region and was due to reach Jamaica on Wednesday (3 July).

Mabrian’s marketing director Carlos Cendra urged affected destinations to step up marketing to potential visitors “so that they do not rule out travelling to these destinations; and to those who are already visiting, addressing their expectations, concerns, and needs”.