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August 17, 2016

Mexico Aims to Hit #1 Latin America Meetings Destination by 2020

Mexico Tourism Board CEO Lourdes Berho announced at the 23rd National Meetings Industry Congress in Ixtapa, Guerrero, earlier this month a plan to position Mexico as the top meetings destination in Latin America, as well as one of the top convention destinations worldwide by the end of 2020. Berho also shared new data on the rapid growth of Mexico’s tourism industry to date.

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The meetings industry in Mexico has created 890,000 jobs and accounted for 1.5 percent of the country’s GDP in 2014. The figures are a direct result of the more than 266,000 meetings that took place in Mexico that year, Mexico tourism officials said. 

The meetings industry hosts more than 300,000 gatherings annually in Mexico including corporate events, congresses, incentive groups, exhibitions, and summits, translating into 29 million hotel room bookings.

In 2013, Mexico received 24 million international tourists and was the 15th-most-visited country in the world. In 2015, it rose to become the ninth-most-visited country, receiving 32.1 million tourists. This growth doubled the average of the global tourism industry during that time.

The new initiative is comprised of a seven-point plan that Berho unveiled at the National Meetings Industry Congress:

1. Leverage the Customer Advisory Board, which was created in tandem with the North American Advisory Summit. This board will offer Mexican destinations specialized feedback from international and national experts to design best-in-class marketing strategies.

2. Develop the National Ambassadors Program that will consist of Mexican leaders from several economic, academic and scientific fields with the objective of attracting their specific global meetings for greater impact.

3. Create the National Bidding Committee to design key strategies for the private and public sectors to work together, and compete for congresses internationally.

4. Focus on the corporate tradeshow/meeting market targeting industries that are most relevant to Mexico such as automotive, energy and sustainability, medicine, finance, aerospace and technology, among others, in a vertical marketing strategy.

5. Launch a marketing and communications campaign that reflects innovation, uses strategic promotional materials, and leverages destination meetings industry partnerships with global organizations, in a specialized business language.

6. Create a comprehensive cooperative program for destinations that involves restructuring Mexico Tourism Board’s meeting-related efforts. This will help support and improve its offerings in order to deliver on future customer requests.

7. Install and support educational certifications and training programs that allows specialization in the meetings industry players, which will elevate the level of trust and generate more business to the country.

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