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While this company sounds particularly egregious, all of the beach clubs, including Paradise Beach, have arrangements (for $$) with some of the taxi drivers to encourage cruise passengers to visit their beach club.


The taxi unions in Mexico (not just Cozumel) in general, have a lot of clout and extortion is their middle name.


The rates from certain pickup points to most destinations are fixed. Between destinations, the rates are whatever the taxi driver thinks he can get away with. Sometimes it might be cheap to return to the port and start over!


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