How to Tap Into Mexico’s Booming Destination Weddings Market

by Ana Figueroa April 03, 2014

This is the second of two parts.

Developing a successful Mexico destination wedding business requires time, effort and most of all, networking.

Here are ways to increase your profile and make connections that will help grow sales.

Prioritize trade shows
Specialty wedding travel trade shows are nothing new. But some shows focus entirely on Mexico destination weddings.

One of the most prominent, Love Mexico Weddings, was launched in 2008 by Merida, Mexico-based Mexico Wed.

The company sponsors three annual programs in conjunction with the Mexico Tourism Board. Two events take place in major U.S. cities and the third on the Riviera Maya.

Now in their sixth year, the events are wildly successful.

“I can’t say enough about the Love Mexico conferences. They’re fantastic and I’d recommend any agent looking at Mexico weddings to attend if possible,” said Hazel Boone, owner of Someday Vacations in Annapolis, MD.

Learn about specific destinations
Two years ago Mexico Wed introduced Mexico Romantico. Spotlighting a specific destination or property, the event comes to Merida in the fall.

“We created our events so that travel agents can see what Mexico has to offer for weddings,” said Natalia Bejarano, CEO of Mexico Wed.

“We have top wedding professionals and hotel chains there,” she added. “Each year the number of vendors goes up. Agents usually get invited back to visit the resorts. These aren’t your typical fams.”

Join trade groups
Founded in February 2013, the Destination Wedding & Honeymoon Specialists Association (DWHSA) is on a roll.

Some 550 agents have already joined.

“We have a big cross-section of members. Some of them have been agents for 30 years and are just getting into the romance niche. Others are brand-new agents looking for a specialty,” said Lisa Sheldon, DWHSA’s founding executive director.

Regardless of prior experience, agents are attracted to DWHSA’s educational platform and networking opportunities.

The organization offers an accreditation “boot camp” and will launch a more in-depth training program this spring.

Wedding coordinators and planners: learn the difference
On-site wedding coordinators work for a hotel or resort. Wedding planners do not.

Wedding planners are independent professionals who offer wedding services to the couple. Planners work with coordinators, attend the wedding and keep track of details great and small.

“When I first started booking weddings, we were lucky to have a resort sales manager help us,” said Sheldon.

“Now, the big resorts in Mexico often have four or five coordinators on site. They’re going through increased training to work with the U.S. market. And they’re offering so many more options for brides today.”

Partner with wedding planners
The Mexico Tourism Board, eager to bring agents and wedding planners together, will focus this year on increasing the partnership between the two.

Boone, for one, is open to the collaboration.

“I know the norm at many events is to invite half travel agents, half wedding planners and see how we can collaborate,” she said. “Frankly, I don’t do dresses, so it makes sense to work together in some case.”

Sheldon, on the other hand, doesn’t work with wedding planners.

“I do know of several success stories. But I’m in a smaller market with a lot of do-it-yourself brides,” she said.

Still, Sheldon believes there’s a happy medium for agents.

“Some agents book the travel and pass everything off to the bride,” said Sheldon.

“I recommend that even if agents don’t get involved with wedding planning, they should be copied on correspondence. That way if there is a problem it’s easy to jump in.”

Know your tour operators
Tour operators are another essential partner for agents selling Mexico destination weddings.

“Our members absolutely work with tour operators. Very few of them go to hotels directly. The buying power and the fact that so many of them have developed wedding departments is a big plus,” said Sheldon.

Pleasant Holidays, Apple Vacations and Travel Impressions have wedding departments that handle a substantial Mexico business. On-going incentives such as free nights, free flights and other promotions ensure that the boom continues.

Boom times
It’s a boom with seemingly no end in sight.

“We’ve been talking to a number of states in Mexico,” said Bejarano.

“They tell us that their entire tourism budget is going to go toward destination weddings. They know now that this is an amazing opportunity in which everyone wins,” she said.