Background on Key Figures and Relevance
In Cancún, Quintana Roo, Josefina Rodríguez, the Secretary of Tourism (SECTUR), met with local tourism entrepreneurs to discuss the urgent need for Mexico’s institutional tourism promotion. The Consejo Hotelero del Caribe Mexicano, led by David Ortiz Mena, has been advocating for the revival of a similar scheme to the now-defunct Consejo de Promoción Turística de México (CPTM).
The CPTM was instrumental in channeling public resources towards international promotional campaigns for Mexico. The hotel industry believes that without such institutional promotion, they risk losing competitiveness and failing to reach their goal of becoming the fifth most visited country in the world.
Key Demands and Arguments
Ortiz Mena emphasized that in today’s competitive market, not promoting oneself equates to disappearing from the scene. He referenced the Sectorial Tourism Program 2025-2030, which aims to establish Mexico as a global tourism powerhouse. This, he argues, requires more than just infrastructure and willpower; it necessitates a modern, innovative, and professional national promotion strategy.
Ortiz Mena highlighted successful examples of institutional tourism promotion worldwide, such as Turkey’s consolidated promotion agency, Spain’s Turespaña, Thailand, Jamaica, and the Dominican Republic, all of which have launched continuous campaigns in over 100 countries. Meanwhile, Mexico’s institutional promotion was reduced to zero.
Javier Carlos Olvera Silveira’s Perspective
Javier Carlos Olvera Silveira, president of the Consejo Coordinador Empresarial del Caribe, echoed the need for joint efforts to elevate Mexico among the top five most visited countries globally. He stressed that 2024 is a crucial year for tourism growth, and they aim to capitalize on the expected surge in visitors due to the 2026 FIFA World Cup.
Olvera Silveira believes that the federal government will allocate resources for promotional campaigns during 2026, thanks to the anticipated increase in tourist arrivals from the World Cup.
Meeting Details and Ponencias
During the meeting with Rodríguez, various leaders presented their perspectives. Rodrigo de la Peña, head of Cancún’s hotel association, presented “Actions for Joint Success in Our Tourist Destinations.” Ortiz Mena discussed “Institutional Promotion and Tourism Leadership: Aligning the Efforts of Mexico’s Caribbean,” and Toni Chavez, president of the Riviera Maya Hotel Association, spoke on “Enhancing the Tourist Experience: Coordination and Efficiency in Caribean Mexico’s Entry Points.”
Key Questions and Answers
- What is the main issue? The Caribbean hotel industry seeks public funding for institutional tourism promotion to maintain competitiveness and reach their goal of becoming the fifth most visited country.
- Who are the key figures? Josefina Rodríguez, Secretary of Tourism (SECTUR); David Ortiz Mena, president of Consejo Hotelero del Caribe Mexicano; Javier Carlos Olvera Silveira, president of Consejo Coordinador Empresarial del Caribe.
- Why is institutional promotion crucial? Institutional promotion ensures Mexico remains competitive in the global tourism market, as demonstrated by successful examples from other countries.
- What is the significance of 2026? The anticipated surge in tourists due to the 2026 FIFA World Cup is expected to prompt federal investment in promotional campaigns.
