| Journal: TWUK | Section: |
| Title: | Issue Date: 26/06/00 |
| Author: | Page Number: 35 |
| Copyright: Other |
MEXICO
The new Mexican Tourism Board will be spending more money on UK promotions and working on tour operator initiatives.
The Mexican Tourism Board came into force this month, replacing the former government-run Mexican Ministry of Tourism.According to the current marketing manager, Lupita Ayala, the new entity, a joint venture between public and private sectors, will have more money to spend on promotions in the UK and will have more scope to work on initiatives with tour operators. However, it will have fewer staff – three instead of five.
“We will be recruiting new people and I can’t say whether I will be there in two month’s time but we will have more funding to work on initiatives with operators and generate press coverage,” said Ayala.
Marketing efforts will continue to focus on destinations beyond the beaches, such as the colonial city of Oaxaca, the former silver-mining cities in the heartlands and the Copper Canyon in the north. Ayala said the fact that the Association of Independent Tour Operators is holding its conference, from November 22-27, in Puebla – a historic colonial city, 1hr30mins north of Mexico City – will raise awareness of the town and what it offers.
Operators welcome the increased concentration on the country’s less-established destinations. Cox and Kings product manager, Lucy Nicholson said: “You need promotion from the tourist board and it could probably do more. Mexico has much to offer but we have had to drop our Colonial Cities itinerary from our individual tours section due to lack of interest.”
The operator is still running its Highlights of Mexico tour to which it has added Campeche in the Yucatan peninsular – the site of the first Spanish landing. The addition makes the tour 14 nights long instead of 12.
“We are trying to open Mexico up more for visitors. Campeche has been claimed by the United Nations Educational Scientific and Cultural Organisation as a heritage site and is meant to be fabulous,” said Nicholson.
“Next year the Highlights of Mexico tour will involve just two internal flights instead of four. The rest of the journey will be by coach because we feel it gives clients a better opportunity to see the country’s scenery,” she added.
Mundi Color said its new programme, launched at the end of last year in a dedicated 20-page brochure, has got off to a slow start.
Product manager Tony Maniscalco said: “It takes a while to build up interest. We are making a concentrated effort to visit travel agents to tell them about the product.”
The programme covers a wide variety including the Pacific coast, the Copper Canyon, the heartlands and the Yucatan. Mundi Color is also one of the few operators to offer Baja California, the peninsular that juts out into the Pacific Ocean.
“Baja California offers spectacular beaches and is great for wildlife lovers. It is famed for its whale watching,” he added.
The lead-in price for Baja California is £1,249 for eight nights at the Hotel La Concha in La Paz (the first night is spent in Mexico City).
Despite the lack of interest in Mexico reported by Cox and Kings and Mundi Color, operators believe the country has fantastic potential. Abercrombie and Kent is introducing Mexico next year to its Journeys of Adventure and Discovery brochure in response to consumer demand. There will be four departures for a 14-night escorted tour – The Royal Road – which will visit Mexico City, Oaxaca, Tuxtla, San Cristobal de las Casas, Palenque and Temozon. In the Yucatan, clients will stay in two Haciendas – former colonial homes of rich landowners that have been converted to house tourists (see page 36).
Product manager Americas Allison Burnett said: “We have had a lot of enquiries about Mexico. As a destination it is fantastic and I’m sure we will expand our programme after the first year.”
Abercrombie and Kent will also sell beach properties on the Pacific Coast including the Four Seasons in Punta Mita, north of Puerto Vallarta and two boutique style properties near Acapulco.
Airtours, which operates the only charter into Acapulco, is adding a flight from Gatwick for summer 2001 in addition to its Manchester service. “Acapulco has virtually sold out for the summer,” said marketing manager Steve Yeoman.
However, Cancun remains Mexico’s number one destination by a long shot (see page 37). “Sales to Cancun are stratospheric. Bookings have almost doubled this year,” he added.
Getting jiggy with it:visitors to Mexico City will be able to see some of the local Aztec dancing
Getting jiggy with it:visitors to Mexico City will be able to see some of the local Aztec dancing
Getting jiggy with it:visitors to Mexico City will be able to see some of the local Aztec dancing