With the outbreak of swine flu still fresh in everyone’s minds, Mexico might not seem like the most tempting destination to your customers at the moment.
However, the Foreign Office lifted its travel alert advising against all but essential travel to Mexico on May 15, so, to all intents and purposes, it’s business as usual. Travel insurance policies are valid again, and the charters started flying back in on May 22.
But despite the official vote of confidence, some tourists will remain understandably nervous about visiting the country.
With this in mind, the Mexico Tourism Board is working to tempt visitors back, following fears that as many as 30,000 of the 300,000 Brits expected to visit the destination this year have now been put off.
These marketing campaigns, combined with some great value deals from operators, could help your Mexico sales start trickling back in again.
An immediate marketing campaign to attract last-minute summer bookings started on June 15, with £700,000 set aside for billboard, tube and bus-stop posters, as well as internet adverts. Financial incentives will also be made available through Mexican airports to tempt both the airlines and operators back.
This will be backed by a £3 million Europe-wide second campaign running from September to February to rebuild confidence and restore visitor numbers. Some of the funds have come from the tourist board’s decision to pull its advertising campaign this summer following the outbreak.
Yet more money could be available as the European division of the tourist boards awaits a decision on its final funding.
Mexico Tourism Board regional director for Europe and director for the UK Manuel Diaz Cebrian says although he expects this summer to suffer, he believes tourists will return as fears over swine flu diminish.
“I don’t think the brand was damaged or affected long term. I think this summer will be a bad one for obvious reasons, but I think we will return to normal within six months to a year. This issue is no longer a Mexico-only problem, it is global.”
Though there is still uncertainty among travel bosses, operators are showing quiet optimism. Elegant Resorts commercial director Alison Scott says: “Since the ban has been lifted on travel to Mexico, we are seeing a healthy amount of enquiries.
“There are some superb value offers in Mexico at the moment, and all the hotels offer absolutely outstanding levels of service, accommodation, cuisine and facilities, so in many ways there’s never been a better time to visit.”
Cosmos resumed operations to Cancun from Manchester on May 27 and Gatwick on June 2. Cosmos head of specialist products Sara Gelder says: “Understandably, hoteliers are offering significantly reduced bed rates to lure back holidaymakers – some have discounted up to 50% – so we are sure people will see this as the best possible time to travel at prices that are unlikely to be repeated in months to come.
“Cancun really is an excellent product, which already offered fantastic value for money so we are sure the market will pick up quickly. Prices offer savings of up to £1,200 per couple.”
New product
The ecologically sensitive Banyan Tree Mayakoba, an all-pool villa resort with a golf course designed by Greg Norman, opened in March, and the Banyan Tree Cabo Marques in Acapulco is set to launch in October.
Keith Prowse Attraction Tickets has launched two Cancun venues offering a 50-minute experience of swimming with dolphins. Prices at the dolphinarium at Delphinius Riviera Maya start from £112, and at the Xel-Ha water park from £105.
Mexico deals
These deals were current at time of publication (June 18 2009)
Mandarin Oriental Riviera Maya: Reserve three nights and get the fourth free.
Maroma Resort and Spa, Riviera Maya: Reserve more than 14 days in advance to get the Best Deal Days offer. A room usually costing $765 per person per night is available at $395, including airport transfers, breakfast and one snorkelling trip per person. There is a minimum stay of three nights. maromahotel.com
Tides Riviera Maya: Make a booking for one luxury villa through Abercrombie and Kent and get a second free. Book by June 30 for stays until September 30.
