Mexico's Ministry of Tourism & The Mexico Tourism Board Launch North American Recovery Campaign

Mexico’s Ministry of Tourism and the Mexico Tourism Board officially launched their North American recovery campaign on June 18, 2009, in an effort to reactivate the tourism industry. The campaign called “Vive Mexico” (Live Mexico), and known in the United States as “Operation Welcome Back,” is intended to go beyond traditional marketing by calling for a social movement in favor of Mexico.
 
Many world-renowned artists, celebrities, intellectuals, businessmen, and opinion leaders are advocating in favor of Mexico and speaking first-hand of its "unique hospitality, rich heritage, magical towns, cosmopolitan cities, warm beaches, exotic natural reserves, and [its] many outstanding archeological sites."

A key part of the recovery strategy is a three-phase multimedia campaign that will air on television stations across the U.S. from the summer through winter season. The first phase, titled “Believe It”, will run for a series of two weeks and will consist of television ads in markets across the U.S. The campaign features testimonials from leaders such as U.S. President Barack Obama among other important figures within the political arena.

The campaign aims to build on what the Ministry of Tourism and the Mexico Tourism Board say is the "credibility that the Mexican government has built as a result of the responsibility in which the country’s government handled the recent health crisis."

“Mexico and its tourism sector have proven yet again, that we are resilient to crisis. Not only are we back up and running and receiving tourists every day, but we are showing the world that this administration represents responsibility,” said Oscar Fitch, CEO of the Mexico Tourism Board.

“Mexico is letting the world know that we are ready to welcome back travelers and continue to offer the beauty, culture, history, gastronomy, and pristine beaches our country is known for-and of course; all within great proximity and at a great value,” added Fitch.

Tourism is one of the most important industries in Mexico. Revenue generated by tourists reached $13.2 billion in 2008. And, last year Mexico welcomed 22.6 million international visitors—a 5.9 percent increase from the previous year, of which, 18 million were Americans.

The campaign will focus on 12 major markets in the United States and six markets in Canada, which combined, represent more than 80% of Mexico’s international tourists. Campaigns for Europe, Asia, and Latino America are also planned for a later date.

Visit the Mexico Tourism Board's Youtube site at:  http://www.youtube.com/user/mexicotourismboardus to view the promotional videos.

For more information on traveling to Mexico, please contact the Mexico Tourism Board offices:www.visitmexico.com or www.mexico-update.com.

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