A FAMILY LEGACY THAT BEGAN ON A DIRT ROAD

In the 1990s, Tulum was not yet a destination. It was a secret dirt roads, hammock hostels, and the second-longest coral reef in the world standing guard over empty beaches. The founding family arrived from Italy on a driving adventure across Mexico. On their last day, they followed a road toward the sea. At the end of it: a hand-painted sign. Se Vende.

Within three days, they owned the land. What began as a family home Casa Soliman became the gathering place for three generations. Their children learned to swim and spearfish in the bay.

The hotel followed as a passion project. No marketing team, no website, just ten rooms and a Tripadvisor page. Booked 365 days a year from the very first season. The villas came next, born from a desire to share the full Jashita experience with families and groups seeking the privacy of their own home within the same universe of care.

Jashita is not managed by a hospitality group. The founders are the architects and interior designers. Every piece of furniture sourced from their travels, every space a deliberate blend of Italian design and Mexican craft. Their son is General Manager and oversees the daily preparation of homemade pasta in the Pasta Casita. One daughter manages PR and partnerships. Another launched Once Milano, the linen brand whose fabrics dress every room. Their grandson, fresh from Glion, leads crypto and blockchain payment solutions. Every title at Jashita has a face, and every face belongs to the family.