Q: What is the message you are trying to get out about Mexico tourism?
A: Mexico is positioned as unique, and diverse with genuine hospitality. That’s our unique selling proposition, a big umbrella that covers six product categories: Sun and Beach; Nature; Eco and Alternative Tourism; Culture; Premium; and Internal Mexican Tourism. We are also working on the U.S. Hispanic market and border-area tourism categories.
Q:You mentioned each category’s unique positioning. How does that help sell the destination?
A:For example, in the case of Cancun or the Riviera Maya, if we are competing against Caribbean islands, we have to emphasize the diversity that you don’t have in Jamaica or in other islands. The diversity that we have here if you are in Cancun, you can go to Merida, to the Mayan ruins at Chichen Itza or Tulum or Coba makes for a more complete product.
Q:Are there other unique selling points that agents need to know? Perhaps something overlooked?
A:When you are talking safety I mean terrorists Mexico is a very safe destination. We are not advertising this, but we see this as a very competitive claim that we can make to travel agents.
