PHOTO: Beautiful Puerto Vallarta, Mexico (photo via Flickr/Ernest McGray Jr.)
“A World Of Its Own”
The new promotional slogan—completely replacing the previous “Live it to Believe It” line—was spotted in one of its first appearances today at this weekend’s Mitsubishi Electric Classic in TPC Sugarloaf in Duluth, Georgia.
A little background on the slogan: Mr. Taleb Rifai, Secretary General of the United Nation’s World Tourism Organization (UNTWO) was invited as a guest speaker during the inauguration ceremony of last month’s 2017 Tianguis Turístico, thanks in great part to a speech he gave a few months earlier at London’s World Trade Market.
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Mr. Rifai—soft spoken but incisive—had delivered a very strong message regarding Mexico’s tourism that included the phrase: “Mexico is a world of its own…” A video of that speech, presented during the inauguration, received a standing ovation by everyone present, including Enrique Peña Nieto, President of the Republic, and Enrique de la Madrid Cordero, Mexico’s Secretary of Tourism.
A few days later, Mexico Tourism Board CEO, Lourdes Berho, seeing in the phrase an excellent description of Mexico and in honor of Mr. Rifai, presented it as the official slogan for the tourism entity during her closing speech.
According to José María Barquín, Southeast Director of the MTB office based in Atlanta, though there has been no “official” launch, “Mexico: A World of Its Own” has just this week been put in use across the board.
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The Mexico Tourism Board and the Los Cabos Tourism Board are Tournament Sponsors for the 2017 Mitsubishi Electric Classic, held April 10-16. The competition is one of the premier golf tournaments on the PGA TOUR Champions with a purse of $1.8 million.
Delta Airlines currently has 7 direct flights into Mexico from Atlanta, including to Los Cabos, which has 4 of the 5 top golf courses in Mexico. Southwest Airlines recently added new direct flights to Los Cabos from San Diego, Oakland and Sacramento.