Mexico remains top travel destination for US market

Image via mexicanatheart.com
 
 
Oct 16, 2012
MEXICO CITY, Mexico - The Mexico Ministry of Tourism and the Mexico 
Tourism Board reported that as a result of the promotional strategies 
implemented in international markets, Mexico remains the top travel 
destination for the U.S. market; in the second quarter of the year. In 
addition, the intent of North Americans to travel to Mexico grew 5.3 
percent compared to the same period in 2011.
The Governing Board of the Mexico Tourism Board, the Secretary of 
Tourism and Director General of the Board, Secretary Gloria Guevara, 
explained that in the period January to July 2012, the number of 
international tourists (those which travel to Mexico, stay at least one 
night, and cross the border) increased by 4.1 percent with respect to 
the same period the prior year.
Before representatives of the tourism business sector including travel 
agencies, hotels, restaurants, developers, trucking and air travel, as 
well as the Secretaries of Tourism of Mexico's states and federal 
authorities, Secretary Guevara noted that the spending of international 
visitors has increased by 7.2 percent during this period, indicating 
that not only did Mexico receive a great number of tourists, but also an
 increased economic impact.
Visitor arrivals by air to Mexico during the period January to August 
2012 increased 6.1 percent with respect to 2011, 4.9 percent compared to
 2010 and 11.7 percent compared to 2008.
As a result of market diversification strategies, the period January to 
August registered an increase in the arrival of international visitors 
of 143 nationalities, among them Russia with 85 percent, Brazil with 
51.5 percent, Venezuela with 45.6 percent, Argentina with 27.3 percent 
and China 27.2 percent, among others.
Secretary Guevara said that the performance of the country's 70 
principal tourist centers in terms of average occupied rooms reported 
positive figures; average hotel occupancy has grown for 17 consecutive 
months, and has already exceeded that of 2008.
Drawing upon the success of promotional initiatives, in the period 
January to September of this year, the average number of occupied rooms 
has grown by 8.5 percent and hotel occupancy has increased four 
percentage points in the destinations of the Mayan World.
Rodolfo Lopez-Negrete, Deputy Director General of the Mexico Tourism 
Board, said that during the second quarter of 2012, the intent to travel
 to Mexico in the North American market increased by 5.3 percentage 
points, with respect to the same period the prior year. Among the main 
country brands, that of Mexico registered the greatest growth during 
this period, indicating that the intention to travel to Mexican 
destinations continues to grow among the North American market.
He noted that the advertising allocation presented an increase of 3.5 
percentage points with respect to the second quarter of 2011, well above
 the variation presented by competitors such as Hawaii, the Caribbean 
and Costa Rica. This variable measures how well the American consumer 
identifies publicity about Mexico compared to advertising for other 
destinations.
As for brand awareness, he noted that Mexico has the highest mention 
about its competitors, registering growth of 3 percent with respect to 
the second quarter of 2011. To measure this variable, potential tourists
 were asked to name the destinations outside of the continental United 
States that come to mind when they think of traveling, and Mexico 
continues to be the most remembered.
Regarding Mexico's online and social media strategy, Lopez-Negrete said that Mexico has a world-class website (
www.visitmexico.com),
 which has advanced from twelfth to sixth place, according to evaluation
 studies; moreover, the website has doubled its number of visitors, from
 2.2 million during January to August 2011 to 4.1 million during the 
same period this year.
The growth in Mexico's social media channels has multiplied 54 times 
with over half a million users, while the interaction with users has 
reached levels exceeding industry standards. The destination has also 
established a plan for updates which will see the launch of the new 
version of "VisitMexico 3.0" in December in five languages.
During the meeting of the Governing Board, the Secretary of Tourism of 
Baja California, Ruben Reachy Lugo, recognized the promotional work 
executed by Mexico Tourism Board offices worldwide; studies indicate 
that these are areas of opportunity.
The Secretary of Tourism of Sinaloa, Oralia Rice, noted the "historic" 
support provided by the Federal Government to the state, for the 
development of destinations such as Mazatlan.
The Secretary of Tourism of Mexico City, Carlos McKinlay, expressed 
interest in strengthening the work of the city government, to work 
closely with the Mexico Tourism Board for tourism promotion.
The Secretary of Tourism of Campeche, Luis Augusto Garcia, acknowledged 
the support of federal authorities for emerging destination, 
highlighting that Campeche reported average growth of over 10 percent in
 the number of visitors.