MEXICO’S MINISTER OF TOURISM STRENGTHENS “WELCOME BACK CAMPAIGN” IN THE U.S. MEETING WITH TOP INDUSTRY LEADERS IN NEW YORK CITY

Mexico City, Mexico; August 9th, 2009- New York City welcomed Mexico’s Minister of Tourism, Rodolfo Elizondo, who began a series of working meetings on Monday, reinforcing the campaign “Welcome Back”. Elizondo is meeting with tour operators, service providers and top media outlets.

The minister’s main objective is to help recover the drop of international tourists to Mexico for the upcoming winter season and to strengthen the “Welcome Back” campaign, which seeks to reposition Mexico as an international destination.

Accompanied by the CEO of the Mexico Tourism Board, Oscar Fitch, the two launched meetings with key industry leaders, tour operators and NYC’s top publications including The New York Times, Conde Nast &Travel Weekly, just to name a few.

The “Welcome Back” campaign, launched on June 13th is a multi-media marketing campaign aimed at travelers from the U.S. and Canada. The main message to travelers is to welcome them back and remind them that the Magic of Mexico hasn’t changed.

Tourism is one of the most important industries in Mexico; in fact 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.

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

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