Introduction to the Quintana Roo Government’s New Campaign
The government of Quintana Roo, Mexico, has announced the launch of a new promotional campaign for the Mexican Caribbean at the International Tourism Fair (FITUR) in Spain. The campaign aims to disseminate a fresh narrative to bolster the efforts of “La Nueva Era del Turismo” (The New Era of Tourism) and reach over 6.5 million people monthly.
Campaign Details and Objectives
- The campaign was unveiled by Governor Mara Lezama from Puerta del Sol in Madrid, a bustling hub with over 73 million annual passengers.
- The initiative seeks to reinforce the previous “La Nueva Era del Turismo” campaign and target more than 6.5 million individuals per month.
- A specific campaign for Maya Ka’an, a community-based destination in Quintana Roo’s Mayan region, was also launched through Grupo Avoris, the country’s leading tour operator.
Historical Significance and Unique Aspects
Governor Lezama Espinosa emphasized the historical importance of this agreement, as it marks the first time a community destination is being promoted across the entire European market under sustainability, identity, and authenticity criteria.
“This is not just a show; these are meaningful products that adhere to strict criteria and have proper tourism registrations,” she stated.
Additional Campaign Activities
Tourism Secretary Bernardo Cueto Riestra reported that the initial work trip also included participation in a forum organized by Banco Santander, as well as meetings with the Association of Mexico’s Tourism Secretaries (Asetur) and business and financial leaders. The goal is to strengthen tourism investment in the country.
Cueto Riestra hinted at future plans to establish connections with the Brazilian market once the electronic visa relaunch is confirmed on February 5. Brazil is expected to be a significant summer travel source this year due to the upcoming World Cup.
Key Questions and Answers
- What is the new campaign’s purpose? The campaign aims to promote a fresh narrative for “La Nueva Era del Turismo” and reach over 6.5 million people monthly.
- Who launched the campaign? The Quintana Roo government, led by Governor Mara Lezama, unveiled the campaign at FITUR in Spain.
- What is the significance of promoting Maya Ka’an? It’s the first time a community-based destination is being promoted across Europe, emphasizing sustainability, identity, and authenticity.
- What are the additional campaign activities? The government participated in a forum organized by Banco Santander and met with Asetur and business leaders to strengthen tourism investment.
- What are the plans for the Brazilian market? Once the electronic visa relaunch is confirmed, the government intends to establish connections with Brazil, a significant summer travel source due to the upcoming World Cup.
