Mexico Tourism Board Announces Strategic Marketing Programme Targeting UK Growth

Earlier this week the Mexico Tourism Board announced its strategic marketing plans to deliver high growth in the UK market.

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Its efforts will focus on expanding connectivity; strengthening industry partnerships; developing tourism products and destinations; increasing special promotions, and consumer-targeting programmes.

The UK is the third largest market for Mexico’s tourism industry, with over 475,000 visitors in 2015, marking a 10.4 percent increase on 2014. In the first nine months of 2016, there has been a 9.2 percent increase over the same period last year, firmly establishing it as a favourite destination with the British holiday maker. Not only is tourism growing from the UK, but Mexico’s overall tourism industry is growing faster than the global average. While the global industry grew at 4 percent as of June 2016, according to the World Tourism Organization, Mexico grew at a massive 8.4 percent.

“Over the course of the past two years, we have achieved tremendous success in the UK fueled by initiatives including the Dual Year and release of the latest James Bond blockbuster, SPECTRE, which saw its widely acclaimed opening scenes filmed in Mexico City”, commented Lourdes Berho, CEO of the Mexico Tourism Board.

The Mexico Tourism Board is aiming to continue this growing success and have set a goal of 830,000 UK visitors by 2021. In order to achieve this ambitious aim, a multi-faceted tourism development and promotion plan was unveiled this week during World Travel Market.

 

Last year, Mexico saw the highly anticipated return of F1 to Mexico City. November 2016 sees Mexico host its first regular season NFL game. Together with countless other high profile global sporting events in golf, tennis, marathon and triathlons, and more, Mexico has strengthened its position as a global destination for high profile events.

Just days ago, a global campaign promoting Mexico’s Day of the Dead (1-2 November) tradition was unveiled, the highlight was a parade through Mexico City featuring costumes and floats originally created for SPECTRE in 2015. The parade and three-day Day of the Dead festivities were attended by hundreds of thousands of visitors and has cemented this cultural tradition, recognized by UNESCO, as one of the world’s premier annual events. These celebrations are expected to continue in popularity in the coming years in the UK.

 

Source: Mexico Tourism Board

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