CANCUN — Mexico plans to invest $13.8 billion in tourism infrastructure projects to transform the country into a global travel powerhouse, according to President Enrique Pena Nieto.
"Today, Mexico is the No. 2 tourism destination in the Americas and the only Latin American country that ranks in the top 25 most-visited nations in the world," he said.
Mexico welcomed 23.7 million visitors in 2013, 18% more than in 2012.
The president made his remarks in a keynote speech at the 39th annual Tianguis Turistico, Mexico's annual travel trade marketplace event. In reminding delegates that Mexico has a lot to offer, he cited historical sites, natural beauty, culture, heritage and its people, attributes he wants to leverage to the fullest.
"We have turned tourism into a cross-sectional priority in the government," he said. "It is a strategic axle for Mexico's development.
"Our intention is to emulate the success of Quintana Roo, particularly Cancun, in tourism," Pena Nieto said. "That's why every branch of the government is committed to making tourism a priority."
Strategies include renovating beaches and colonial districts in main tourist destinations, expanding the Magic Towns program from the current 54 locations to 100, adding convention centers and public parks, preparing new offerings at Meso-American heritage sites and making improvements to roads, ports and airports.
Secretary of Tourism Claudia Ruiz Massieu said tourism was a force that is "moving the country, transforming perceptions, generating more arrivals and increasing foreign exchange earnings."
More than 8,000 tourism industry members attended this year's event, including 1,500 buyers from 60 countries, breaking all previous Tianguis turnouts.
Inside the year-old massive Lakam Center/Cancun-Riviera Maya, the mood was upbeat and the displays colorful, as always: The state of Michoacan had a person dressed in a tropical bird costume outside its stall; three ornately dressed models sporting headgear and a lot of silver beckoned delegates to visit the city of Veracruz; and habanero pepper-rimmed glasses filled with tamarind juice and mescal drew somewhat wary crowds at the Chiapas display.
"My bookings are up," said Carlos Grauches Deya, director of Villa Flamingos at Isla Holbox, the tiny island off Cancun's north coast. "There's a good tourism team in place, and I think everyone is feeling confident about the future here."
Gilbert Aviles, vice president of sales and marketing for El Cid Resorts' collection of six properties in Mazatlan, Cozumel and the Riviera Maya, predicted that 2014 would be "our best year ever."
In fact, the Hotel El Cid Puerto Morelos in the Riviera Maya will open 100 new rooms on June 1.
In the state of Sinaloa on Mexico's Pacific coast, close to 100,000 acres of beachfront land north of Mazatlan will soon be open for development, thanks to a new roadway planned for later this year.
"We are on a roll," said Frank Cordova, minister of tourism. "Our international visitors were up 10% in 2013; our domestic visitor numbers rose 15%."
In 2015, Tianguis will return to Acapulco, its venue for the first 36 years of the annual event.
Follow Gay Nagle Myers on Twitter @gnmtravelweekly.