Mexico maps out 'new era' for its tourism industry

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The Mexico Tourism Board recently hosted a summit aimed at "developing tourism product and experience offerings, working more closely across Mexico's destinations" and integrating "new technology, platforms and marketing techniques into all existing efforts," according to a statement from the organization.

Gathering in the city of Campeche with representatives from over 40 of the country's destination marketing organizations, the board's summit carried the theme of "Co-Creating the New Era of Mexico Tourism" and was hosted by Mexico tourism minister Enrique de la Madrid and Mexico Tourism Board CEO Lourdes Berho.

According to a statement, the Mexico Tourism Board "plans to continue to go beyond sun and beach and also leverage Mexico's rich historical, cultural, gastronomic and mega-biodiversity products to diversify the tourism offering for today's savvy traveler."

"We have charted a new strategic vision for Mexico that includes closer collaboration between the industry, private sector [and] strategic partners," Berho said in the statement.

Findings from the summit are being put into effect immediately, the statement said.

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