The World Travel Market (WTM) in London recently saw many countries launching new marketing drives, designed to tempt tourists into visiting in greater numbers. Among them was the first major European campaign since 2009 by the Mexico Tourism Board, featuring 11 separate adverts to be placed in the posher travel titles and lifestyle journals, such as Conde Nast Traveller and The Spectator magazine.
Operating under the new brand name Mexico Today, the country’s tourist board, the Mexico Trade Commission and its environment agency Semarnat have formed a new partnership.
UK and Europe director Manuel Diaz Cebrian told the WTM: “It’s not just a tourist campaign. By working with Semarnat we are also talking about things like the fact we are generating energy in a responsible way.”
There was an 11.2 per cent increase in the number of people taking cheap holidays to Mexico between January and August this year, compared to the same period in 2010 – making the number of British tourist arrivals way above the levels they were at three years ago before the global economic downturn began.
Mr Diaz Cebrian declared: “Even without this new campaign, the UK numbers are doing very well, so with the campaign and the new Virgin Atlantic flight to Cancun which launches next summer, we hope the UK market may grow 15 per cent in 2011.”
Along with Acapulco and the Mayan Riviera, Cancun is one of the major tourist resorts in Mexico, attracting thousands each year anxious to soak up the sun and relax with a marguerita.
There is also something a little different taking place this weekend in the Yucatan region of Mexico at Merida, Celestun and the archaeological site of Uxmal. Between 25-27 November the 10th annual Yucatan Bird Festival will be promoting the region’s amazing variety of bird species and promoting conservation measures, with conferences, field trips, photographic exhibitions and something called a “bird-a-thon.”