The Government of Mexico through the Secretary of Tourism (Sectur) has officially launched the promotional campaign “Mexico in the World; tourism that transform”, an initiative aimed to strengthen the country’s positioning in international markets.
This ambitious and comprehensive strategy, structured under a vision of shared prosperity, has its priority goals to reinforce the competitive position of the country, the economic impact of international visits and simultaneously boost national domestic tourism.
The head of the Ministry of Tourism (Sectur) Josefina Rodríguez Zamora, explained that the tourism sector will have a specific federal budget fund of 100 million pesos for the deployment of commercial campaigns scheduled between June and December of this fiscal year.
The official stressed that this assignment respond to a direct instruction from the President of the Republic, Claudia Sheimbaum Pardo with the aim of positioning Mexico among the main global powers in the tourism sector.
According to the official report of Sectur, the new tourism marketing campaign is based on five fundamental operational pillars:
• Intelligent Promotion: Utlising data, technology, and market research to target valuable audiences.
• Market Diversification: Expanding the country’s reach into new international demographics and key locations.
• Authentic and Sustainable Experiences: Highlighting regional heritage and eco – friendly tourism that directly benefits local communities.
• Global Narrative: Projecting a modern, comprehensive image of Mexico’s vast cultural and natural grandeur.
• Enhanced Tourist Quality: Upgrading the overall visitor experience across Mexico’s 32 states.
Financial and Operational Background.
The initiative includes an initial investment of MXN $100 million dedicated to Strengthening the country’s image abroad. The strategy follows significant milestones for the Mexican tourism industry, such as record - breaking in various segments, relevant international visitor numbers and substantial growth in the Maya Train, and comes alongside global promotional efforts as the country’s showcase as the guest country at FITUR, relevant tourism fair which took place in Madrid, Spain.
The agenda also ncludes strengthening the presence of the country brand in traditional mature markets such as Canada and the United States, while diversifying the promotion to issuers in Asia, Europe, and South America.
To this end the government will implement targeted campaigns focused on high - value added niches, ranging from meetings, community, gastronomic, and cultural tourism to romance and wellness tourism, prominently featuring new products associated with the Maya Train route. The strategic plan of promotion will also integrate updated digital tools such as the Datatur system, market intelligence studies and the recently launched “Mexico Invita” mobile application.
At the same time, the General Director of the National Fund for the Promotion of Tourism (Fonatur) Sebastián Ramírez Mendoza, announced the redefinition of the entity towards the “New Fonaur”. This new corporate scheme will abandon the historical approach based on the commercialization of land to move towards comprehensive management of the territory.
The executive emphasised that the restructuring of the organization will be based on three essential axes: innovation, institutional support and promotion of private investment, seeking to ensure the well - being of the receiving communities at a time when the country leads the global growth of international arrivals with a rebound of 7.1% registered in the month of March.
The business sector, represented by the President of the National Tourism Business Council (CNET) Antonio Camírssio Pando, ratified the full willingness of the private initiative to work in a coordinated manner through co - investment schemes with the federation and the states.
The support of the international industry was seconded by Brian Hegarty, Vice President of Marketing at Internova Travel Group, who stressed that the main competitive advantage of the Mexican industry does not lie in its hotels but in the authenticity of its cultural heritage d the hospitality of its human capital.
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