Gay Nagle Myers
Acapulco’s efforts to reposition itself as a tourist destination seem to be paying off.
The destination’s initiatives include a promotional campaign called “Remember Acapulco,” the launch of its English-language website RememberAcapulco.com, tourist-centered festivals and events and enhanced security measures to change overall visitor perceptions.
Components also include the use of social media to highlight attractions and new hotel products as part of the on-the-ground efforts to improve the destination’s image and rekindle some of the glamour and glitz long associated with its days as the playground of Hollywood stars and Mexico’s first resort destination.
Hotel occupancy has increased to 69.3% year to date, up from 58.6% in the same period last year, according to Javier Aluni, secretary of tourism for the state of Guerrero.
Occupancy in Acapulco’s Golden Zone (the tourist zone where many of the resorts and hotels are located) has risen to 72.8% year to date, up from 60.7% compared with a year ago.
“The rise in occupancy is due to increased security measures implemented by the state government, resulting in a more stable and peaceful environment for visitors,” Aluni said.
“Through our new electronic and print media campaign, we will continue to work to promote Acapulco’s offering and to strengthen the destination’s image in the minds of tourists,” he said.
Acapulco’s Guerrero Seguro program, introduced late last year, incorporated a series of security measures that included the purchase of new police equipment and training in advanced security techniques.
The program is designed to help visitors feel comfortable and safe during their visit, according to Pedro Haces Sordo, president of the Acapulco Destination Marketing Office.