Playa del Carmen’s business community is making a coordinated pitch to brand the city as an international hub for innovation and entrepreneurship. The idea is simple: keep the beaches pristine, but build a second engine for the economy that creates better-paid local jobs, attracts startups and investors, and defends the city from global shocks. With a growing population and world-class air links, leaders say the city already has the raw materials. The next step is turning talk into projects, capital, and a pipeline of talent.