Mexico Tourism Officials Converse With International Media At Tourism Tianguis 2006

Mexico's Tourism Secretary Rodolfo Elizondo and Mexico Tourism Board CEO Magdalena Carral spoke with international travel journalists about Mexico's thriving tourism sector and its future during a news conference held at the 31st annual Tourism Tianguis, Mexico's most important travel trade fair.

The speakers' initial comments focused on the federal marketing strategies that guide Mexico's tourism industry. Carral noted the importance of strategic and comprehensive promotional efforts to a destination's success in today's competitive tourism sector.

"Despite the increased competition, Mexico has consolidated its position as one of the world's top international tourism destinations. This has not been by chance, but through a well-thought-out, long-term strategy," said Carral.

Carral went on to discuss the Mexico Tourism Board's three-pronged marketing strategy. The first is global reach. "While the United States is the most important feeder market for Mexico, other markets are becoming important as well, and our country's position as a tourism leader hinges on reaching out to them effectively," said Carral.

Because of the increased focus on achieving a world reach, Mexican tourism representatives are becoming increasingly more prominent participants at trade fairs, tourism conferences and consumer events throughout Europe, Asia and South America, she added.

The second pillar is marketing, said Carral. "We must think of Mexico tourism as a product, which, like any other brand, must have a clear identity and differentiate itself from its competitors. We must also communicate this effectively to our current and potential audiences," she explained. This has led the Mexico Tourism Board to develop and promote tourism products in specific product categories such as nature, premium, business and culture.

The third pillar of Mexican tourism is technology, and the country is implementing various new tactics to facilitate its information exchange with its industry and media partners, said Carral. Mexico now offers a unique online system, Meetings Online, to assist international event planners in searching for venues within Mexico and in requesting RFPs.

Carral listed the revamped press and industry Web sites as well as the recent creation of an online storage site enabling journalists to access digital video of Mexico and download it directly as technological improvements that facilitate interaction between Mexico and international press.

Fonatur's new IPR sparks international interest
During the Q&A portion of the conference, where the Mexican tourism officials dialogued with the international press present at the event, the country's project in Litibu generated attention.

Litibu is part of a larger project, the construction of a new premium Integrally Planned Resort (IPR) in the western coastal state of Nayarit. This project marks the first time in 20 years that Mexico's National Trust Fund for Tourism Development (Fonatur) heads the development of a new city.