Background on the Mundo Maya Group
The Mundo Maya Group is a collection of hotels, parks, museums, and airports that aim to promote tourism, culture, and economic growth in Mexico. This group is particularly relevant as it showcases the country’s rich Mayan heritage and offers diverse travel experiences.
Defense Department’s Initiative
In an effort to accelerate the professional promotion strategy for the Mundo Maya Group’s tourism offerings, the Mexican Secretariat of National Defense (Sedena) has initiated a contract bidding process. The aim is to hire a private company for content creation services that will highlight the group’s hotels, parks, museums, and airports.
Content Creation Scope
- Design and conceptualization of 20-second TV and radio spots for specific events:
- Equinoccio otoñal (Buen Fin and Black Friday)
- Una Navidad con Uxmito (the character representing the group)
- Celebra con el alma
- Aventúrate y vive el espíritu navideño
- Development of a first-ever brand identity manual for all tourism business areas
- 360° high-definition postproduction of hotel, park, and museum facilities at ground and aerial levels
- Capture of nearby tourist attractions and archaeological sites to enrich visual content
- Creation of social media content, with a focus on TikTok for the mentioned campaigns
Reasons Behind the Initiative
The Mundo Maya Group has been facing a shortage of specialized personnel to create innovative and engaging audiovisual materials that can capture the attention of their target audience and boost interest in their tourism, cultural, and economic offerings among both domestic and international markets.
Bidding Process Details
The bidding process, which will be adjudicated on October 28, requires interested private companies to commit to acting with honesty and adhering to the Ley General del Sistema de Anticorrupción (General Law of the Anti-Corruption System). The contract, valid until December 31, 2025, aims to ensure transparency and integrity in the project.
Financial Aspects
Although Sedena has not disclosed the names of the invited companies or the estimated cost for the required services, it has confirmed that the necessary funds have been authorized through Memorandum No. SGAF/FINANZAS/P3941, dated October 14, 2025.
Key Questions and Answers
- What is the Mundo Maya Group? The Mundo Maya Group comprises hotels, parks, museums, and airports that aim to promote tourism, culture, and economic growth in Mexico by highlighting the country’s Mayan heritage.
- Why is Sedena involved? Sedena is collaborating to create professional promotional content that showcases the diverse travel experiences offered by the Mundo Maya Group.
- What services will be provided by the selected company? The winning company will develop audiovisual materials, a brand identity manual, and social media content to boost interest in the group’s offerings.
- When will the promotional activities start? The Mundo Maya Group aims to initiate tourism promotion actions at the level of other Mexican tourism groups within the next two months.
