Mexico City Targets Special Interest Travelers

The Mexico Tourism Board is placing a renewed emphasis on Mexico City as a leisure destination, with the goal of increasing the capital’s profile in niche market segments, including among foodies and music lovers. The tourism board is creating special interest programs focused on themes that include shopping, medical tourism, culinary routes, adventure circuits and more, according to minister of tourism Miguel Torruco. Torruco and the Mexico City Ministry of Tourism have been touting the city’s appeal during an August road show in the U.S. and Canada. A big push kicks off in September, when the Mexico Tourist Board launches a $43.3 million marketing campaign. Mexico City will figure prominently in the Board’s “Live It To Believe It” campaign. – Ana Figueroa