mexico:
investing in
the future
DIVERSIFICATION
is key to growth
MEXICO IS FOCUSING on a strategy
of diversification to expand the destination’s image internationally and promote
the country’s diverse cultural and natural
attractions.
“Mexico’s tourism industry is undergoing
a great and stunning renaissance predicated on a bold strategy of diversification
that includes tourism products and also
the diversification of tourists themselves,”
said Gerardo Llanes, chief marketing office
of the Mexico Tourism Board.
“We are committed to diversifying Mex-
ico’s tourism portfolio beyond the sun and
beach destinations it is known and loved
for. Mexico has a plethora of different
geographies and activities for the mature,
sophisticated global traveler.”
Part of the commitment to diversifica-
“MEXICO IS COMMITTED TO
DIVERSIFYING ITS TOURISM
PORTFOLIO BEYOND THE SUN
AND BEACH DESTINATIONS IT
IS KNOWN AND LOVED FOR.”
—Gerardo Llanes
tion includes, “promoting one-of-a-kind
traditional and historic towns in Mexico,”
Llanes said.
“Of particular interest is ‘Mundo Maya’
or Mayan World, a celebration of the end
of the ancient Mayan calendar (12/21/12).
Southeast Mexico—including the five Mayan states of Yucatan, Campeche, Tabasco,
Quintana Roo and Chiapas—will be ground
zero for the festivities,” he said.
“This creates an opportunity to position
Mexico as a rival to other iconic cultural
travel destinations like Egypt, China or Italy.”
A WEALTH of
opportunities
“Mexico is a passion of mine. There are six of us in our office.
We go there often to do hotel
inspections. We go by ourselves,
get in taxis and go to the hotels.
We would not be doing this if
we didn’t feel safe; all of us have
families.
I would never let my clients
travel anywhere that I didn’t personally feel comfortable going
myself. I think the country has
gotten a bad rap. It’s the media
wanting to create sensational
headlines. Yes, a lot of our clients do express concerns about
safety in Mexico. We try to educate them as best as possible.
Our job as travel professionals
is to educate the public about all
the benefits of Mexico.” —Mary Jo Nelson,
owner, Travel Partners,
Sioux Falls, S.D.
agent-to-agent
EDUCATE YOUR CLIENTS
MEXICO IS WORLD-RENOWNED for
its beaches, and the resorts along
the coasts are where most U.S. travel
agents send their clients. But the
Mexican Tourism Board wants agents
to know that the country has so much
SAN MIGUEL DE ALLENDE,
A WORLD HERITAGE SITE
more to offer.
“Mexico has a broad, diverse and
dynamic tourism product,” said Alfonso
Sumano Lazcano, director of the Americas for the Mexico Tourism Board.
“This is excellent news for travel agents
and for the consumer—the global travel-
er,” he said. “Travel agents have a host of
products, destinations and competitively
priced packages to offer their customer
base, and the consumer has the opportu-
nity to indulge in the very best Mexico has
to offer at vastly competitive rates.”
Here’s a quick look at some of Mexi-
co’s offerings beyond the beaches:
¢ Mexico possesses a unique and
intriguing cultural history, exemplified by
myriad sites and ancient cities.
¢ Mexico has 110,000 historical monuments, 30,000 archaeological zones, 37
World Heritage Sites, 62 ethnic groups,
and 3,000 years of history.
¢ Mexican cuisine was designated an
Intangible World Heritage by UNESCO.
¢ Mexico places in the top 20 position
or above in the Anholt-GFK Roper Nation
Brand Index for “rich historic landmarks”
and for “vibrant city life” as well as for its
“natural beauty.”
¢ Mexico is one of the most biologically
diverse places in the world, ranking first
in reptiles, second in mammals and 10th
in birds.
¢ According to a June 2011, Conde Nast
Traveler poll, Mexico
has 19 of the top 250
spas, globally.
ALFONSO
SUMANO LUZCANO,
DIRECTOR OF
THE AMERICAS,
MEXICO TOURISM
BOARD
