With Mexico’s Ramped-Up Support, Destination Weddings Can Be Big Business

Part One of two parts.

Destination weddings and other romance travel have always been top sellers in Mexico. Now tourism officials, hotels and resorts are upping the ante by making a push on the destination weddings front.

“Mexico has seen a 20% increase in destination weddings because they’re so receptive to them,” said Lisa Sheldon, founding executive director of the Destination Wedding and Honeymoon Specialists Association (DWHSA).

The higher profile of Mexico as a weddings destination is good news for agents.

“The variety and diversity of resort offerings make it extremely attractive. Cost-wise, Mexico comes in very competitively,” Sheldon added.

Redoubling efforts
The business potential of the destination wedding market for Mexico is not lost on the nation’s tourism officials. In fact, they’re redoubling efforts to spotlight the country’s offerings.

The Mexico Tourism Board is tweaking its strategy by incorporating destination weddings and romance travel into its overall marketing push, rather than promoting to these markets separately as the board did in the past.

The new marketing efforts revolve around the “Mexico, Live It to Believe It” campaign that launched last year.

Mexico Tourism Board officials told Travel Market Report the weddings market will play a significant role in its trade and consumer ad buys, social media campaigns and other marketing plans.

Fams for agents
The board’s outreach to agents includes two fam trips this year – one to Los Cabos and the other to Vallarta-Nayarit.

“It is so much easier to sell a place when you’ve been there. And Mexico really helps agents get down there for themselves,” said Hazel Boone, owner of Someday Vacations in Annapolis, Md.

Hotel and resort fams are equally important. “Every place looks fabulous on paper. You can’t advise a client unless you have seen it yourself,” Boone said.

She sees growing opportunities for agents. “More brands are inviting agents to visit once they’ve completed an online destination wedding training.”

Boone singled out AMResorts, Iberostar  and Karisma Hotels & Resorts for their agent training. “Hard Rock also just started their Weddings on the Water program.

“As an agent, it’s really valuable to have these new resources,” said Boone.

Atypical fams
Agents making onsite visits won’t necessarily have a typical experience.

“When you go to Mexico, they show you everything. You can sample wedding cakes and even experience an entire mock wedding at some resorts,” said Boone.

Another option: bride previews. These are a kind of audition where brides personally check out facilities, service, food and beverage.

“Le Blanc Spa Resort and Palace Resorts both have preview programs,” Boone said. “Brides can get the price of a four-day, three-night hotel stay back if they book the property.

“It’s a great resource that agents should know about. And it’s great for brides, since there are more choices than ever in Mexico.”

Wedding trends and themes
Greater choice is definitely the trend for destination weddings in Mexico.

“When I started doing this 20 years ago, hotels offered very small wedding packages. No deviations were allowed,” said Sheldon.

Today, Mexico is all about customization.

“Brides don’t want the traditional cookie-cutter wedding. They want fire dancers. They want something unique,” said Sheldon.

Trends include hosting weddings at off-site private venues, such as colonial haciendas or sunset catamaran wedding ceremonies in Vallarta-Nayarit’s Bay of Banderas.

There’s also a growing interest in indigenous touches.

For example, Mayan weddings can be arranged in the Yucatan or Quintana Roo. These typically feature authentic Mayan shamans, blessings and other rituals.

If a Mayan ceremony isn’t unique enough, underwater weddings are available on Mexico’s Caribbean coast.

LGBT market
The Mexico Tourism Board is also honing in on another trend – the increasing number of LGBT weddings.

Three Mexican states – Colima, Mexico and Jalisco – allow legal same-sex marriages. Other destinations offer commitment ceremonies.

As for the business potential for agents of arranging destination weddings in Mexico, tourism board officials point to a key fact.

Couples who marry in Mexico are likely to return. That means agents with a destination wedding business may find themselves booking future milestone events.

Next time: How to get in on Mexico’s destination weddings business.