Go Beyond Sun and Sand in Mexico

“Mexico is standing strong,” is the message from Enrique de la Madrid, the country’s secretary of tourism.

In an interview with Vacation Agent, he referred both to the recovery from a natural disaster and a vacation product that continues to grow rapidly in popularity.

“You need to have perspective,” De la Madrid said about the 2017 Mexico City earthquake. “Although we are deeply sorry about the loss of life, out of 2 million buildings, just 38 fell because newer structures are very well built. Those that did fall were constructed before new standards were put into place. You would not even notice the event in areas that tourists visit.”

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Natural disasters aside, Mexico is expected to complete 2017 with a record 38 million international visitors, which could move it to the No. 7 spot on the list of all global destinations as ranked by the World Tourism Organization. It had been No. 8 in 2016, rising from the No. 12 ranking over the past several years.

There is one clear reason for the country’s popularity, said De la Madrid: the depth and breadth of its tourism product.

“We are so much more than sun and beach, and we are now giving travel agents and tour operators a better idea of all that we offer,” he added.

Mexico’s latest marketing campaign capitalizes on that depth and breadth with its slogan, “Mexico: A World of Its Own,” pointing to the country’s mosaic of destinations, natural attractions, traditions, cuisine, architecture and charming, little-known towns located off the beaten path.

The campaign features “open letters” from Mexico to 16 countries in the form of lavishly produced videos. The letter to the U.S. describes the two countries as siblings.

The narrator says, “Like siblings, we may be different but like siblings our connections are unbreakable.” He goes on to say that Americans may know Mexico’s beaches but may not know of things like “surfing on sand dunes” or “hearing some of the world’s oldest living languages.” He continues, “We can always have our differences but let’s make them our strength and source of inspiration.”

As a transitional strategy to diversify visitor patterns, Mexico is encouraging combination trips that include both beach and cultural or historical experiences.

“It’s so easy to combine a resort with an enriching experience,” De la Madrid said. “Travelers can go to a great colonial city like Oaxaca and then move on to the Pacific coast beach. Or they can visit Cancun and make a side trip to see Maya pyramids.”

In addition, De la Madrid noted that Mexican cuisine has been designated by UNESCO as an “intangible heritage,” and offers foodies a wide range of culinary options. Beyond that, said the secretary, “We have nature and adventure travel to rival any other destination.”

He said the challenge is to provide content to tour operators and agents that demonstrates this diversity: “We need to offer itineraries that either combine beach with culture and history or develop more opportunities for those interested in a trip that is totally focused on our arts and traditions.”

While on the road, De la Madrid has been receiving feedback that Mexico is mostly a sun and beach destination, but he asserted, “We can’t simply compete with the Caribbean on sun and beach, although we have a product that is as good or better. We must be seen as really different.”

Such southern states as Oaxaca and Chiapas feature incredible cultures in terms of textiles, gastronomy and arts and crafts, he said. The Mezcal Route in central Mexico is similar to wine routes in other destinations. The country is also planning to develop more “routes” to cater to other special interests.

There are sights and sounds in Mexico that absolutely cannot be found anywhere else. For instance, in the small village of San Juan Chamula in the state of Chiapas, locals combine Catholicism with indigenous practices in a way found nowhere else—including the use of, yes, Coca-Cola in certain rituals.

On a totally different scale, said De la Madrid, “I just went with my family on the spectacular Copper Canyon train ride, one of the most impressive trips in the world through a canyon that is larger than the Grand Canyon.”

Of course, it is very easy to get to Mexico from the U.S. and to travel within the country.

Using Cancun as a hub, travelers can get to almost any other Mexican destination. In addition, there are major infrastructure improvements underway at the airport in Mexico City, which was named the No. 1 destination to visit in 2016 by the New York Times and is now being recognized regularly in the media for its cultural, gastronomic and historic attractions. For every 100 international trips from the U.S., 19 are to Mexico, up from 15 a few years ago, said De la Madrid.

“We have it all,” concluded the secretary, “and we want to be the first option for any trip for Americans.”