1. Investment Opportunities
In Tourism
Rodolfo López-Negrete
COO, Mexico Tourism Board

2. Mexico: 14th Largest Economy
Between 2006 and 2011, Mexico has been the seventh country to advance more positions (38 positions).
Improved position for Mexico.
The Largest Economies of the World
(trillion dollars)
Fuente: Fondo Monetario Internacional
Source: International Monetary Fund 2

3. More People Are Investing in Mexico..
From 2000 – 2009 – foreign investment grew by 167%.
In 2010, foreign investment reached 18 billion dollars.
Government Support for Infrastructure Developments
Between 2007 and 2010 investment in infrastructure more than doubled compared to the investment of the previous ten years (75 billion dollars to 165 million dollars)
In addition more than 9,300 miles of roads were built and/or improved.
Investment in airports doubled between 2007 and 2010…allowing for better communication as well as economic strength from the likes of tourism. 1

4. Where is Mexico? Tourism in Mexico
Position
Country
Million tourists 1
France
76.8 2
USA
54.9 3
China
55.7 4
Spain
52.7 5
Italy
43.2
……. 10
Mexico
22.4
Mexico is one of the top ten tourist destinations in the world.
Tourism in Mexico
Represents 9% of the GDP.
Third largest source of foreign currency earnings.
2.5 million jobs.
More than 43,000 economic units involved.
80% are small and medium entreprises.
Source: UNWTO 2010

5. 50 million international tourists
Our Goal
Top 5 World Destination
22.4 million international tourists
11,871 million dollars
28.9 million international tourists
17,000 million dollars
50 million international tourists
40,000 million dollars
300 million domestic tourists
2010
2012
2018
161 million domestic Tourists

6. International Tourist Arrivals International Visitor Arrivals by air
January– December 2010/2009
International Visitor Arrivals by air
14.3% versus 2009 y 5.5% versus 2008
14.3%
5.5%
14%
10%
33%
73%
20%
16 %
26%
Comportamiento del turismo aéreo internacional:
Buena noticia, Entre enero y agosto se registró un crecimiento importante de casi 20% (2009) y 6.3% (2008)
El reto es aumentar gasto promedio y ocupación hotelera.
15% 4%
Jan-dec

7. We Offer the Expertise and the Tools..
Teacapan 7

8. Current Opportunities in Mexico..
Sun and beach destinations
Number 2 in Luxury Travel
First place in Spas
Best Place for retirement
Infrastructure for conventions
Great biodiversity
174 National Protected Areas
4 Natural Areas World Heritage
Cruises Arrivals
(Cozumel 1st world cruises destination)

9. The Private Sector is Investing..
IHG
AM Resorts
Rosewood
Four Seasons
Hilton
Sol Melia
Hyatt
W Hotels
Ritz Carlton 9

10. Year of Tourism in Mexico
2011
Year of Tourism in Mexico
A National Priority

11. Signature of National Tourism Agreement. February 28, 2011

12. National Agreement for Tourism
6. Diversify and strengthen the touristic products.
7. Foster the integration of domestic supply chains.
8. The best top quality service and promote a touristic culture .
9. Regulatory changes in favor of the travel industry.
10. Foster sustainable and well balanced development.
1. Increase connectivity and facilitate transit.
2. Develop, maintain and improve touristic infrastructure and urban planning.
3. Strengthen domestic and international tourism promotion.
4. Foster public and private investment, and facilitate financing for the tourism industry.
5. Promote the competitiveness of destinations and of tourism companies to guarantee the
traveler’s experience.

13. Our Strategy Promote Mexico Brand along with Destinations Brands.
Ejecución Vallarta
Ejecución Riviera Nayarit
Ejecución D.F.
Ejecución Cancún/
Tesoros Caribe
Ejecución Los Cabos
Ejecución Riviera Maya
Ejecución Destinos
estratégicos
RLNC:
Nuestra campaña institucional será la campaña de los destinos para crear sinergias entre la marca MEXICO y las marcas de los destinos.
Ejecución Segmentos
+ Cultura + Negocios Romance
+ Golf Aventura + Grupos
+ Ixtapa
+Huatulco
+ Oaxaca
+Mazatlán
+Acapulco
+ Chiapas

14. Two Brands Combine…
RLNC:
Los spots de tv proyectan la marca México, al igual que la de los destinos.
A continuación les vamos a presentar los cuatro spots editados conforme a la estrategia que estamos utilizando en nuestra campaña.
SE PROYECTAN LOS SPOTS Y SE PRESENTAN LAS NUEVAS EJECUCIONES

15. Our Current North America Campaign
International Campaigns
Mexico, The place you thought you knew
Domestic Campaigns
Vive México
¿Sabías qué?

16. Print Campaign
RLNC:
Como ustedes saben tenemos un spot de Ciudad de México y uno de San Luis que están siendo editados y estamos en proceso de producir el de los estados de Chiapas, Riviera Nayarit, Mazatlán y Oaxaca, entre otros.
Para medios impresos, las ejecuciones que ya incluyen el logo del destino y un call to action directo.
En pantalla podemos observamos las realizadas en 2011 para Riviera Maya y Mazatlán.

17. Print Campaign
RLNC:
Además, se desarrollaron nuevas creatividades, como es el caso de Cancún.

18. Print Campaign
RLNC:
La ejecución de los Cabos

19. Print Campaign
RLNC:
Veracruz

20. Print Campaign
RLNC:
Campeche

21. Print Campaign
RLNC:
Y Puerto Vallarta.

22. Print Campaign
RLNC:
En exteriores, el mensaje se desarrolló con un call to action específico a la ciudad de colocación. Por ejemplo, en este Wallscape en Nueva York, el call to action para Cancún es “Daily non stop flights”.

23. Print Campaign
RLNC:
Otros más en Nueva York y Los Ángeles.

24. Campaign 2010 –Nueva York VIDEO RLNC:
A continuación les presentaré la ejecución de nuestra campaña como se vio en los principales espacios públicos de Nueva York

25. Thank you!