Mexico Update: Agents See Strong Sales in 2012
by Ana FigueroaDespite persistent concerns about drug-related violence, Mexico expects a record-breaking number of visitors in 2012.
Visits from the U.S. at the end of 2011 were up substantially over 2010. This year, an aggressive marketing campaign, increased interest in Mexico’s Mayan archaeological zones and strong value are expected to drive those numbers even higher.
The optimistic outlook for Mexico is shared by U.S. travel agents, travel suppliers and, unsurprisingly, Mexico’s tourism officials.
Interestingly, the optimism is undiminished by a detailed new Travel Warning for Mexico, issued by the U.S. State Department on Feb. 8, replacing an April 2011 Travel Advisory. The warning shed new light on the much-publicized safety and security issues in the country.
Spotlight on safety
As agents selling Mexico are keenly aware, drug-related violence has plagued the country since 2006.That’s when the Mexican government launched a full-scale crackdown on the narcotics trade.
The drug war has taken a heavy toll, including some 47,000 homicides, gruesome details of which are frequently reported in U.S. media.
The fact that the violence has for the most part stayed clear of popular tourist areas is frequently lost on the U.S. traveler.
But as last week’s State Department warning stated, “Millions of U.S. citizens safely visit Mexico each year,” and there is no evidence that they are targeted based on nationality.
The warning reiterates prior concerns about travel to the northern border states in Mexico and “areas along major trafficking routes.”
Top destinations: no warning needed
For the first time, it specifically states that “no advisories exist” for top tourist destinations on the Caribbean coast, such as Cancun and the Riviera Maya; and on the Pacific, such as Cabo San Lucas and Puerto Vallarta.
That’s a welcome step in clarifying the overall security picture in Mexico, said Becky Jones, owner of Becky Jones Travel in San Antonio, Texas.
“It’s great that they’ve stipulated in writing that the major areas are safe. It’s a lot better than making a blanket statement about the whole country.”
Mexico’s tourism officials are also putting a positive spin on the Feb. 8 warning. “The Mexico Tourism Board has long advocated for travel advisories which abide by three key tenets: context, clarity and specificity,” said Rodolfo Lopez-Negrete, chief operating officer.
“The revised U.S. State Department travel advisory regarding Mexico adheres to these principles and should serve as model for the rest of the world.”
Media backs off
Government spin aside, when it comes to selling Mexico, perception is arguably as important as reality.
“People go by what they see on the news. Right now, the media have backed off a little in reporting the negative stuff in Mexico – maybe it’s because they’re focused on our political stories right now. But, people seem to be less concerned about safety,” Jones said.
Even so, Jones said, she occasionally fields a group booking where one party does not feel comfortable about Mexico. “There’s nothing you can do in that case. I usually end up sending them to the Caribbean.”
Worries diminishing
Fox World Travel Inc. in Oshkosh, Wisc., is seeing a steady increase in Mexico bookings this year, said Brian Hurley, vice president of vacation travel.
“We send tens of thousands of people to Mexico, and we do get questions about safety on a daily basis. We always listen to their concerns and talk them through it.
“The fact is that the violence hasn’t affected Cancun and the Riviera Maya, which are the hottest destinations I sell, followed by Puerto Vallarta and Huatulco and Ixtapa,” said Hurley.
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Meg Austin, owner of Meg2book LLC in Denver, said she too finds that security concerns are down this year. “Our numbers are up because of it, and we’re getting a lot more inquiries,” said Austin.
Lynn Farrell, president of Foremost Travel & Tours in Chicago, said that she didn’t see safety and security “being a big factor right now. People are booking out longer, and that’s a great sign.”
Farrell commented that Mexico’s Tourism Board “has done a fabulous job helping agents provide accurate information to clients.”
Value, convenience, variety
Hope Smith, owner of Born2Travel in Sierra Madre, Calif., said she was noticing that booking windows for Mexico had lengthened, compared to previous years. Smith said she sees value boosting Mexico sales and serving as a counterweight to security fears.
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“Mexico remains a strong value, and that’s something that cuts across the safety concerns.
“Even at the high-end, you have value not found in other destinations. Properties may not be giving a break on the price, but you have tremendous added-value with complimentary nights and upgrades,” said Smith.
More airlift
Convenient airlift to Mexico is also another key selling point for agents.
Expanded air service is also validation that Mexico travel sales are healthy.
And new airlines are entering the market, such as Virgin America, which launched service between San Francisco and Puerto Vallarta.
In May, Southwest/Air Tran will begin daily service from Orange County, Calif., to Cabo San Lucas and Mexico City, and from San Antonio, Texas, to Cancun and Mexico City.
Aggressive marketing
Another boon to agents selling Mexico is the country’s aggressive campaign to expand its appeal beyond sun and surf. An ongoing multimillion dollar promotion emphasizes adventure travel, health tourism, spa vacations and cultural tourism.
Mexico’s cultural tourism is squarely in the spotlight this year, due to the connection between the Mayan calendar and 2012.
The ancient Maya believed that a 5,000-year “long count” comes to an end in December 2012, and that’s making ruins and other Mayan sacred sites among this year’s hottest destinations.
With luck, related special events, including a concert by Sir Paul McCartney at Chichén-Itza, will eclipse Mexico’s negative news in headlines this year.
Next time: Travel agents share advice for allaying safety concerns about Mexico.
