How many Rivieras are there in the world?
French tourism officials most likely would say there's just one.
But check with someone who sells Mexico, and the answer might be
"more than ever before." That's because a third destination in
Mexico has now hitched its fortunes to the swanky reputation of the
French resort area.
The latest Mexican
region to reposition itself with the word "Riviera" is the Riviera
Nayarit.
The region is a
100-mile stretch of Pacific Ocean coastline just north of Puerto
Vallarta, along Banderas Bay. The Riviera Nayarit stretches from
Nuevo Vallarta in the south to San Blas in the north.
The branding was
officially announced in March at the Tianguis tourism show in
Acapulco. The decision to brand the region was the result of an
extended period of planning by the governor of the state of Nayarit
and the director general and vice president of marketing of what is
now called the Riviera Nayarit Convention and Visitors
Bureau.
"The process took
approximately two years," said Marc Murphy, director general of the
Riviera Nayarit CVB.
"The Riviera
Nayarit name was selected after a rigorous research process that
involved focus and test groups. The name was chosen to convey the
luxury and nature focus of the destination,
reflecting the amazing
diversity of the region, the abundance of wildlife, stunning coves,
beaches, luxurious resorts and spas."
Murphy said the
destination's main selling point was its combination of luxury,
sophistication and natural beauty.
The new name
enables the region to attract the attention of a variety of
travelers, according to Murphy.
"With the name, we
start afresh and decided on an identity that would convey the
excitement of the destination," he said. "Our target market does
not exclude anyone."
The region has
approximately 12,000 hotel rooms, two-thirds of which are four-star
and above, according to Murphy. The destination also has four golf
courses and will open two more before the end of the
year.
One of the Riviera
Nayarit's best-known upscale resorts is Punta Mita, a development
that is home to a Four Seasons resort and a Jack Nicklaus-designed
golf course.
Goals for growth
Murphy said a main
goal is to solidify the Riviera Nayarit name and make it instantly
recognizable.
"We expect an
increase in visitors this year and hope to build on that with the
expected announcement of new developments such as the opening of
new hotels, marinas, golf courses and much more," he said. "We
believe development and addition of infrastructure is well under
way, considering that Riviera Nayarit is only in the beginning
stages of major tourism development."
Between 2005 and
2007, the government invested $1.5 billion in tourism facilities
and infrastructure. Of 20 projects currently in development, 15% of
investment came from the U.S., according to Murphy.
Currently, a major
focus for development is Litibu, not far from Punta
Mita.
Fonatur, the
tourism-development department of Mexico's federal government, has
conducted extensive feasibility studies for Litibu, built
infrastructure to accommodate up to eight resorts and is finalizing
its review of development proposals, Murphy said.
A Greg
Norman-designed golf course will be completed by year's end, and
Iberostar will start construction on its first hotel in Litibu in
2008.
Punta Mita is
slated for more growth, with a St. Regis Resort and Residences and
a second Nicklaus-designed golf course to open by the end of
December.
In La Cruz de
Huanacaxtle, a marina and seaside promenade are scheduled for
completion by the end of the year. The marina will have 400 slips
accommodating sailboats and motorboats of up to 400
feet.
Hotels,
condominiums, shops and restaurants will be added between 2008 and
2010.
Another focus area
on the Riviera Naya-rit is Los Veneros, a new resort area
inaugurated this May on the Banderas Bay coast between La Cruz de
Huanacaxtle and Punta Mita.
A $126 million
investment in the area entails 251 condominiums, a small boutique
hotel, a beach club, a spa and conference rooms. The resort area is
due for completion by the end of 2009.
"In terms of
visitor numbers, we hope to double the annual amount of travelers
in the next three to four years," Murphy said.
For more
information on the Riviera Nayarit, visit www.visitrivieranayarit.com.
To
contact reporter Mark Chesnut, send e-mail [email protected].