MEXICO

MEXICO

The Mexican Tourist Board, along with many specialists, is keen topromote the country’s inland attractions.

THE number of British holidaymakers to Mexico is on the increase, with this year’s total expected to top nearly a quarter of a million, according to the Federation of Independent Tour Operators. In 1995, the figure was a mere 70,000.

However, last year’s UK arrivals figure of 210,000 accounted for only 1% of Mexico’s total international tourism market which drew $8 billion, the country’s third-highest foreign currency earner.

The majority of British visitors still opt to stay along Mexico’s Pacific and Caribbean coastlines and the restructured Mexican Tourist Board is to keen to promote the country’s interior as well.

At the launch of the MTB’s new strategy in London earlier this month, Manuel Díaz Cebrian, regional director UK and Ireland, said there will be a concerted effort to promote more niche product in Mexico.

With the country’s wealth of archaeological sites and colonial heritage, Cebrian sees Mexico as the Italy of Latin America.

Despite initial efforts to diversify the market to Mexico, the beach destinations remain a strong draw, according to tour operators.

British Airways Holidays product manager for Latin America Debbie Allan said: “Cancun is looking very popular for next year, especially the upper-end all-inclusive resorts, such as Moon Palace, new to our Worldwide brochure. It leads in at £989 for travel in June based on seven nights.”

Thomson long-haul product manager Jeannette Linfoot agrees that Cancun is the best-seller on the UK market. “Overall sales to Mexico are strong for summer 2001, with current bookings up 30% on the same time last year,” she said.

“Cancun is the fastest-growing area and there is a trend for expansion further along the coast with new hotel developments providing a wider choice of accommodation.”

Paulo Veloso, director of Latin American specialist Veloso Tours, said the popularity of Cancun can only be good for the rest of Mexico.

Veloso compares the potential of Mexico to Spain, where alongside the huge beach market, there is a growing visitor sector more interested in historical cities and countryside retreats. “When people arrive in the country they realise there’s more to Mexico than just Cancun,” added Veloso.

This is where the Mexican Tourist Board needs to focus attention and promote the hidden Mexico, according to Tony Maniscalco, Mexico product manager specialist Mundi Color.

The operator introduced touring itineraries to Mexico 18 months ago and Maniscalco said the programme has started to pick up after a slow start.

He added: “Mexico is a beautiful country. It should be even more popular but apart from being a superb beachdestination, nobody knows much it.

Upmarket specialist Abercrombie and Kent said it has introduced Mexico for next year due to client demand. It is featuring one-week resort stays at the Four Seasons Puntamita from £1,675 with British Airways flights to Mexico City and onward connections by Mexicana to Puerto Vallarta.

From there it is a 30-minute transfer to this exclusive resort. Activities include diving, golf and whale-watching.

Journey Latin America has introduced a hacienda experience in the Yucatan, with two-night stays at two 17th-century mansions.

Excursions to two of the main Mayan sites, Chichén Itzá and Uxmal, are included in the price of the trip. Clients spend the last few days at the Tamarindo resort on the pacific coast.

The eight-night holiday costs from £2,131 per person including all flights transfers and bed and breakfast.

Rural traditions:the Mexican Tourist Board wants to encourage visitors to discover the country’s cultural and rural traditions