The Mexican government will invest close to £58 million in rebuilding confidence in the country’s tourism industry following the swine flu epidemic.

Plans are afoot for a widespread and concerted marketing campaign. The Mexico Tourist Board is already working on videos and a new slogan, and intends to work closely with operators to encourage visitors back to the country.

There will be a 50% discount on taxes for cruise ships and further tax incentives for airlines.

Initial injections of cash will be used to support the local industry in Mexico to shore up struggling tourism businesses and protect jobs.

With Foreign Office advice still to avoid all but essential travel to Mexico, there is no set date for the start of the marketing programme.

Mexico Tourist Board representative Luis Rendon said: “We have taken the situation very seriously and pulled a number of promotional events that were planned. There will be a cooling off period before the marketing campaign. Currently our main objective is to rescue this summer, and then think about the winter and next year.”

Operators have cancelled charter flights to Mexico up until May 22.

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