Mexico’s Tourism Sector Plans Comeback with Digital CampaignBy Cas Biekmann | Tue, 04/14/2020 - 14:38
Mexico’s tourism sector is facing rough weather due to COVID-19. While many hotels, such as those in Mexico City, have already closed down, others are facing record-low occupancy rates. The dire situation is putting millions of jobs in the tourism sector at risk. Nonetheless, positive forecasts give hope to the sector, which is already planning its comeback.
Jorge Restrepo, CEO of PriceTravel and Daniel Madariaga, specialist in tourism and mobility, are among the experts cited by El Economista and La Jornada who believe the sector can experience a reactivation by the time summer arrives. This is enough reason for the sector to start working on its reactivation, even before the virus has been swept from the country.
Miguel Torruco, Minister of Tourism, spearheaded a video conference in which he detailed a digital campaign that Mexico would carry out for the international market. The campaign consists of three parts and focuses on 16 strategic markets for Mexico. "Fifty-eight percent of purchases worldwide are made via social networks," said Miguel Torruco during the conference, explaining that Mexico’s actions are the result of a "profound diagnosis" and a study supported by Apco Worldwide Services.
For the three-part campaign the first stage will have the following message: “See you soon!” The second stage focuses on empathy, with the message being “Traveling is within us.” For the third stage, “Mexico needs you” will be emphasized, along with an approach based on calls to action and hard sales. The campaign is planning to invest US$12.7 million in communicating the Mexico brand in the 16 strategic markets including the US, Canada, the UK, Italy, France, Germany, Spain, Colombia, Brazil, Argentina, Peru, Chile, Australia, China, Japan and South Korea. Eight strategic target groups are considered: young people, families, couples, business travelers, the luxury market, the LGBTQ+ community and baby boomers.