Putting Mexico’s news in context is a strategy successfully used by Classic Vacations to illustrate the destination’s positive selling points, according to Federico Moreno-Nickerson, director of Caribbean and Mexico product development.
“We must be upfront and vigilant in keeping our travel agents and partners informed to help them sort fact from fiction in interpreting the stories that color the news,” Moreno-Nickerson said during a Travel Weekly Leadership Forum webinar from Mexico City.
As a travel product, Mexico has strong staying power and offers numerous reasons for clients to visit and revisit, he said.
“Mexico last year was the 10th most visited country in the world; the total number of air arrivals in 2010 totaled 22.4 million, and the 2011 numbers to date are up year-over-year,” Moreno-Nickerson said.
Classic Vacations targets its efforts on clients who have been to Mexico and want to return, “and then we focus on new customers, pointing out the number of upscale resorts, airlift, access, and historic sites in addition to the fun-and-sun attractions,” according to Moreno-Nickerson.
“There are people who are dead set against traveling to Mexico, and it is hard to get some people to change their minds and to shift their perspective,” he said. “I always want a face-to-face, one-on-one conversation with them and I am able at times to win them over.”
The most popular destinations for Classic Vacations’ clients are the tried-and-true resort areas, including Los Cabos, Puerto Vallarta, Cancun and the Riviera Maya, although there is increased interest in exploring beyond those areas.
“We are promoting the Unesco World Heritage sites, especially in central Mexico. We also promote and sell privately guided, multi-day tours and will showcase in 2012 luxury brands and programs for our affluent customers,” he said.
According to Mayan teachings, the year 2012 marks the end of one Mayan era and the beginning of a new one.
“I believe that 2012 also marks a new beginning for Mexico as a destination for all of us who sell the country,” he said.
Moreno-Nickerson gave high points to the current administration of President Felipe Calderon and the tourism body for its promotional efforts and campaigns in promoting Mexico as a tourist destination.
“The elections are taking place next year and we have to assure continuity in all the programs that now exist,” he said.
For Caribbean and Mexico news, follow Gay Nagle Myers on Twitter @gnmtravelweekly.