After a year of records in visits, the Tourism Promotion Council in Mexico will launch a new marketing initiative, “Viajemos Todos por México”.
The goal is to attract 35 million Americans who identify as descendants of Mexicans.
The campaign celebrates beauty, as well as cultural and natural wonders of Mexico. It is designed to remind Mexican-Americans that these treasures belong to them.
Marketing initiative to promote Mexico, to achieve records of visits
According to Enrique de la Madrid, Secretary of Tourism in Mexico, the mission is to ensure that Mexico continues with the growth records beyond the normal of this industry in the years to come.
This includes seeking new ways to interact with specific markets and segments of the audience that present opportunities for the tourism industry, said the Secretary.
Mexico is known for being one of the friendliest places in the world for visitors and as part of the ongoing efforts to invite everyone to visit Mexico in 2018, the invitation to Mexico-Americans is being extended, a group that includes the Most of the 11% of the population of the United States that identifies as Hispanic.
Travel internationally constantly for medical services like dental veneers in Tijuana and we want to inspire them to come, learn more about their heritage and see everything that Mexico can offer them.
Announce initiative in Los Angeles
The initiative was launched at an event in Los Angeles, California, in conjunction with the CEO of the Tourism Promotion Council, Héctor Flores, as well as Carlos García de Alba, the Consul General at the Mexican Consulate in Los Angeles.
The series of events included a reception with more than 300 guests, including Mexican and US tourism companies, community and industry leaders, media and other influencers in the Mexican-American and tourist communities.
The campaign will show more than 200 Mexican destinations through the guides called “Rutas de México”, which offer travelers more than a thousand tourism packages in Mexico, many of which will include discounts of up to 60% depending on the season.
An integral component of the campaign will be promoting the “Magical Towns”, or specially designed villages in the country that offer a “magical” experience to visitors.
There are currently 111 of these towns, but De la Madrid indicated that Mexico expected to increase them to 120 by the end of the year.
Viajemos Todos por México started as a national campaign in 2016, designed to encourage Mexican residents to travel more within the country, especially out of season.
The program was so successful that local tour operators developed packages and programs, so much that it began to attract interest in the United States, leading the Tourism Promotion Council to expand it.
Mexican-Americans are an attractive segment for the Tourism Promotion Council, since they travel internationally more than 2.5 times than the average American.
Mexico hopes to capture more of the market, as it encourages this market to visit family or friends in Mexico while they discover and reconnect with their heritage.
The Council will hold more promotional events in New York, Chicago, Dallas, Houston and Miami.
Mexico had a growth in visits in 2017. It is estimated that the number of air travel in Mexico from the United States grew more than 9.6 times compared to 2016.
In total, 39.3 million international visitors traveled to Mexico, a growth of 12% over the previous year. The Council expects to receive 50 million visitors by 2021.