Mexico is calling its sons and daughters home. Last month, the Mexico Tourism Board debuted a new tourism initiative, "Let's All Travel Across Mexico." The integrated product and marketing initiative is designed to reach the more than 35 million Americans who identify as having Mexican heritage.

"Our mission is to ensure that Mexico continues to sustain its track record of above-industry average growth for many years to come, and this includes seeking new ways to engage specific markets and audience segments that present opportunities for the industry," secretary of tourism Enrique de la Madrid said at the opening event in Los Angeles. "Mexico is known for being one of the friendliest places in the world for visitors, and as part of our ongoing efforts to invite everyone to visit Mexico in 2018, we extend this invitation to Mexican-Americans, a group who comprises the majority of the 11% of the U.S. population who identifies as Hispanic."

The new campaign is geared to celebrate the beauty of Mexico's cities, nature, culture, gastronomy and more, reminding Mexican-Americans that these are part of their heritage, as well.

With the new campaign, Mexico joins other countries that have recently focused on heritage tourism, where the motherland calls its native sons and daughters home to reconnect with their roots. Scotland crowned 2014 the year of Homecoming, with a full year of festivals, events and tastings throughout the country celebrating all things Scottish. Israel's focus on returning to the Holy Land targets the tens of millions of Americans who identify as having ties to Jerusalem. And Ireland designated 2013 as the year of "The Gathering," calling the 70 million people around the world who claim Irish ancestry to show off what their homeland has to offer.

Mexico's new tourism initiative comes on the heels of the 2016 national campaign "Viajemos Todos por Mexico," encouraging Mexican citizens to explore more of their own country.

The attractiveness of the Mexican-American audience segment, who on average travels more than 2.5 times the average American, whether they are visiting family or friends in Mexico, provides a new well from which to draw.

Through new advertising, a digital platform, public relations and influencer marketing, as well as collaborative marketing programs between Mexican states and tourism industry partners in the U.S., this new integrated program begins rolling out in March and will seek to further accelerate growth from the U.S. market to Mexico in 2018. The digital platform showcases more than 200 Mexican destinations through the "Mexican Routes" guides and offers more than 1,000 tourism packages to Mexico, many of which offer discounts of up to 60% depending on the season.

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