Mexico's new administration under President Enrique Pena Nieto wasted no time setting out its tourism priorities and initiatives. Steering the course is Secretary of Tourism Claudia Ruiz Massieu, a visible spokeswoman who has delivered Mexico's tourism vision at a trade show in Spain, at conferences and government meetings within Mexico and at ribbon-cuttings in several of Mexico's states. The secretary walked the aisles at the Tianguis Turistico annual trade event, held in Puebla last week, and sat down with Mexico editor Gay Nagle Myers to discuss strategies, priorities and objectives for the next six years.
Q: What is the main message you want to deliver to Mexico's travel partners in the U.S.?
A: Backing and supporting tourism is the priority of this administration. We want to grow market share, focus on showcasing the diversity of our tourist product in different markets, add attractions and value to complement the travel experiences in well-known destinations within Mexico and spotlight those gems of Mexico not so well known.
Q: How will you do this?
A: There's huge potential in so many aspects of Mexican tourism, including culture, adventure, medical tourism, sustainable tourism, sports tourism, heritage and our gastronomy. The key is to promote strategies for each, rather than a blanket strategy for all of Mexico. We are competing against the world now and can't settle for just sun-and-beach promotions. We're targeting specific segments, such as devising specific tours for cultural routes and gastronomic routes. These were just a concept in the past, but we're leaping forward with real products for the marketplace.
Q: Where do agents fit into this game plan?
A: They are key, now more than ever. We will be doing many more fam trips so they can see for themselves the different sides of Mexico. We have done a good job of educating the trade in broad terms, but we have a long way to go in terms of exposing the specifics of Mexico and increasing market share in the extremely competitive world of travel.
Q: The Mayan World promotions got a lot of play last year. How will you capitalize on that?
A: A lot was invested in building the Mayan World brand last year, and we will take it to the next level, using Cancun as the gateway to the entire Mayan region, including the Yucatan, Belize and Honduras.
Q: Does the security question still come up in talks with your travel partners?
A: It's part of the information we dispense, but it is not the determining factor from buyers and sellers, who now want to know what and where our attractions are and how we will promote them, not our crime statistics. There's been a change in mood, attitude, confidence and message. It's officially springtime now, a time of renewal, and that's a metaphor for what's happening in Mexico.
There was no alert from Texas this year regarding spring break, and our beach resorts were packed. Mazatlan is a prime example of how one destination went proactive after security issues surfaced there and threatened to derail its entire tourism product. Tourism officials collaborated with hoteliers, the whole community came together to implement safety and security measures and to get that message out. There's been a big turnaround.
Q: Mexico had a record 23.1 million visitors in 2012. What's the goal in 2013?
A: Continue to grow market share in the U.S., Canada and the emerging markets.
Follow Gay Nagle Myers on Twitter @gnmtravelweekly.