It may have the palm-fringed sandy beaches of a tropical paradise, but Mexico’s rich culture and history set it apart from its Caribbean neighbours.
Although its Caribbean coast is the most popular region with Brits, the Mexican Tourist Board is keen to ally itself more with Latin America.
It’s not just a romantic notion. Tailor-made Latin American tours come at a high price and are growing in popularity.
Regional specialist Journey Latin America saw a staggering 35% rise in sales to Mexico between 2006 and 2007. Bookings for Explore’s 16-day Indian Mexico tour are up 20% compared with the same time last year.
Journey Latin America said the 2003 Aztec exhibition at London’s Royal Academy kick-started the boom. In 2005, Tate Modern followed up with a Frida Kahlo retrospective, helping to fuel momentum.
A Journey Latin America spokesman said: “These exhibitions generated a lot of press coverage, focusing on Kahlo, festivals and Mexican food. As a result, we’ve seen an increased interest in cultural tours.”
Over the past few years, the Mexican Tourist Board has worked hard to rebrand Mexico as a cultural destination, although it is still proud of its coastline.
Mexican tourist board director Manuel Diaz Cebrian pointed out the country owes its strong appeal to its Mayan roots, reflected in its passionate people – such as Kahlo – and its fiery food.
In fact, Mexico’s sophisticated cuisine is a strong selling point, arguably the tastiest dishes in Latin America, particularly in the Oaxaca region.
In a bid to promote its ancient treasures, Mexico joined forces with Guatemala, Belize, El Salvador and Honduras at World Travel Market in November in a campaign dubbed Mundo Maya.
The project seeks to promote the wonders of the Mayan civilisation, which consists of pyramids, temples and other archeological ruins.
Diaz Cebrian said: “Mundo Maya is a partnership that removes modern-day national borders and celebrates shared cultural wealth.”
Within Mexico, Mundo Maya encompasses the states of Quintana Roo, Yucatan, Campeche, Chiapas and Tabasco, situated in the southern tip of the country. Cebrian added: “These places have incredible archeology and wonderful gastronomy.”
But he stressed the importance of maintaining respect towards the tiny population of Mayan people who still live in jungle villages.
“New hotel developments in the region must work in harmony with the people and consider the fragility of the area,” he added.
Diaz Cebrian suggested combining Yucatan, Mexico City and Oaxaca for first-timers to Mexico who are overawed by the country’s size but want a tailor-made holiday.
He concluded: “People come to Mexico for its culture. We’re blessed to have ruins from Mayan and Aztec civilisations. It’s important for people to learn something when they travel.”
