Francisco J. Ortiz
CEO, Mexico Tourism Board
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.
