MEXICO MEETINGS TOOL KIT OVERVIEW

           

This document represents a high level summary of the Mexico Meetings Toolkit as an aid to exhibitors at IMEX 2011.  Please visit the www.visitmexico.com Meeting Industry webpage, and you will find the full Mexico Meetings Toolkit. Note that the full toolkit is a collection of key documents that may be of interest to the meeting planner community in aiding their efforts, which includes:

Mexico Facts – This includes Visitor, Flight, Investment, and Tourism statistics for Mexico.

The Mexico Promise

Mexico has world-class destinations that offer safe and highly authentic and interesting meeting experiences that provide:

*        Modern Infrastructure including convention and meeting venues

*        Tax advantaged programs (0% VAT) to incentivize the meeting industry to choose Mexico

*        Highly connected cities with a large selection air routes to International cities

*        A Mature and high quality supply chain to support meetings travel, such as world-class hotels, resorts, and restaurants.

*        A highly diverse culture

*        A compelling value proposition, that includes world-class destinations, luxury accommodations, unique experiences only found in Mexico, authentic and warm Mexican hospitality, and exceptional travel value.

Success Stories

The success of Mexico in drawing world-class meetings is increasing annually, as international planners recognize the unique and compelling Mexico meetings value proposition.  The success stories we will share include a list of main International Events from 2009 – 2012, and key industry events.

Security in Mexico

Safety and security in Mexico is a topic of importance when a planner considers our International venue, The toolkit proactively provides objective information and data to aid in understanding security within Mexico, and how one can join the ranks of our 22.4M international visitors who safely enjoy the Mexican experience each year.  Our toolkit includes:

*        Mexican Geography and relationship of popular Mexican tourism destinations to locations currently on the American travel alert list.

*        Crime rates and statistics of Mexican cities compared to popular world destinations in the US and Europe.

*        Examples of independent safety assessments, such as those performed at Puerto Vallarta

*        Key discussion points and Frequently Asked Questions

1.0 MEXICO FACTS            

The fact is that Mexico is a world-class destination enjoyed by over 22,400,000 annual international visitors, offering unparalleled experiences, value and authenticity. We wanted to include a few statistics for you may find interesting. 

VISITOR STATISTICS

*        World Class Choice - Mexico continues to be a destination of choice for many people around the world.

*        Mexico currently Ranked 10th globally in international visitor arrivals. Mexico is the only Latin American destination in the top 10 and 2nd to the USA, that is ranked 1st in the Western Hemisphere.

*        Mexico remains the most visited country by Americans

*        Mexico ranked 23rd worldwide (UNWTO) in tourism spend – totaling $11.9 (USD) billion in 2010

*        22,400,000 Visitors / Annualized 2010 - According to the World Travel Organization (WTO), annualized international travel visitation is reached 22,400,000 and is growing.  From January through July 2011, year on year, 11,440,000 international tourists traveled to Mexico, a 3.3 percent increase year on year. At this rate, Mexico expects to receive a record number of international foreign visitors in 2011, trumping its previous high of EUR 22.4 million achieved in 2010.

*        Cruise Ships & Border Crossings - During 2010, there were 6 million cruise ship passengers, and 50 million border crossings, and Mexico is the second most visited country for cruise travelers. In February 2011, the average expenditure of cruise travelers to Mexico was of $90.70 US dollars/day, an increase of 4.2% in comparison to the same month in 2010 and an increase of 12.4% compared to February 2009.

*        Growing Interest From International Tourists - In August 2011 Mexico saw an increased number of visitors from 145 countries around the world.  A few notable examples include:

*        American Tourists - Mexico is the top destination for overseas American tourists, registering a market share of 14.7 percent in 2010, according to US Commerce Department figures. This share is historic and represents the highest recorded since 2005.

 

*        Growing Occupancy Rates - Year on year from January to May 2011, hotel occupancy rates increased by 2.3%.  In fact 90% occupancy rates for Easter Week based on Q1 bookings have set many resorts up for a strong 2011 for both minor and major resort operators. 

World Class Experiences – Mexico is home to unique and world class luxury destinations and accommodations.  Mexico has continually been acknowledged by leading travel companies and magazines for their world-class destination resorts
Luxury Spas - According to a June 2011, Conde Nast Traveler poll, Mexico has 19 of the top 250 spas, globally.

*        Mexico has 18 Five Diamond Rated Properties From AAA – The AAA organization personally visits and expects 59,000 properties each year, throughout the world per year, and in 2011 selected 124 of those properties in the US, Mexico, Canada and Caribbean to have its Top 5 Diamond rating, or top 0.3%.  It is no small feat that Mexico has a total of 14 AAA Five Diamond Hotel Awards for its hotels, and 4 AAA Five Diamond Restaurant Awards including two new lodgings and one new restaurant in added in 2011. This is a further testament to the longstanding Mexican reputation as a travel destination offering top-quality, unique and best-in-class resorts and hotels. The La Blanc Spa Resort in Cancun and Grand Velas All Suites & Spa Resort Riviera Maya join 12 other Mexican hotels to have already earned this distinction, giving Mexico a total of fourteen AAA Five Diamond Awards. 

*        Orbitz 2010 Top 10 Destinations – Mexico has 3 of the Top 10 Orbitz destinations (More than any other country) - Mexico holds the #1 (Cancun), #5 (Riviera Maya), and #8 (Puerto Vallarta) position on Orbitz Top 10 most traveled international destinations.  Also on this top 10 list are #3 (London), and #6 (Paris), which are tough competition, but somebody needs to win.

*        Family Destinations - Travelocity ranked Cancun #3 and Puerto Vallarta #8 in its top ten summer family destinations for 2011.

*         Cancun was ranked the number one international destination on the Orbitz Insider Index Summer Travel report.

*        Riviera Maya, Mexico and two Mexican hotel properties have been recognized with a top travel destination award from Travel Weekly.   

*            21 Mexico Hotels and Resorts On The Conde Nast Traveler Gold List 2011 - 21 Mexico hotels were selected by Conde Nast Traveler Gold List 2011, Travel + Leisure Best World Hotels 2011 and Loreto, Mexico made The New York Times list of 41 Places to Go in 2011.

*            According to Expedia, the number of Mexico hotels participating in Expedia and Hotels.com sites climbed 30% in the last 12 months. Out of these, more than 120 have been listed on the Expedia exclusive Select list.

*            Mexico is a leader in sustainable tourism. The Mayakoba Resort on the Riviera Maya was awarded with the prestigious Ulysses Award from the United Nations World Tourism Organization in 2011. In the Innovation in Enterprises division, Mayakoba garnered the award for Responsible Tourism Development. Also in 2011, the Mayakoba Resort received recognition from the Rainforest Alliance for achievements in sustainable tourism.

INVESTMENT STATISTCS


Major international companies are betting on tourism growth in Mexico, with a few examples shown below:

*        Intercontinental Hotels Group
IHG will invest approximately USD $500 million between 2011 and 2014 resulting in the creation of 47 new hotels equating to approximately 5,000 rooms.

 

*        Hilton Hotel
Mexico City Airport Area: Hilton Worldwide announced plans for a Doubletree by Hilton expansion throughout Mexico, including a new property set to open in Mexico City in Q2, 2011.  This will be one of the first Doubletree by Hilton locations and will also be located near the Benito Juarez International Airport, allowing for ease of access for international visitors.

*          Marriott International
Courtyard Mexico City Airport: Marriott International will open the first Courtyard by Marriott hotel in Mexico City at the Benito Juarez International Airport, which will be connected to international terminal number one by a footbridge.  Scheduled to open in early 2012, the 292-room hotel will offer four levels of guest rooms; a patio level with retail outlets; a mezzanine level with a lobby and fitness center; and two levels of underground parking.

*        W Hotels

W Santa Fe: W Hotels will open a new property in Santa Fe in 2014.  W Santa Fe will feature 132 rooms, several destination bars and restaurants, a pool deck and an outdoor bar, the W signature Living Room bar and cafe; a 4,000-square-foot Away Spa; a state-of-the-art fitness facility; and 7,800 square feet of meetings and events space.  The hotel will be part of a new, mixed-use development called Liberty Plaza, designed by Richard Meier, Edmonds International and Krause Sawye.

W Mexico City (refurbishment): Located in the upscale Polanco neighborhood, and home to the newly opened Museo Soumaya, this eight year old property is set to receive a significant renovation over the next couple of years.

*        New Air Services - Several airlines including Virgin America, most notably, recently launched nonstop flights from San Francisco International to Cabo San Lucas back in December 2011. Many airlines are considering increasing their routes to Mexico – including American Airlines and Continental.

 

*        New Air Routes - Airlines continue to expand their network coverage of Mexico. As recently as June 2011 American Eagle launched a new route between Dallas and Mazatlan.

*        New Golf Courses  - Tiger Woods Design is opening an 18-hole, 6,835 yard, par-70 golf course as the centerpiece of the Punta Brava community. This will be the first Woods designed golf course in Latin America.

 

*        New Museums - The National Institute of Anthropology and History (INAH) will open a museum in Cancun next year to spread the archaeological culture of Quintana Roo.

2.0 THE MEXICO PROMISE – MEXICO IS READY FOR YOUR NEXT MEETING


Mexico has world-class destinations that offer safe and highly authentic, interesting, and high value travel.  Beyond that, Mexico can offer your organization the high quality meeting experience your organization requires, in terms of venue size and quality, incentives, infrastructure, tax breaks, air connectivity, mature supply chain, and diversity of activities and experiences.

MEETINGS INFRASTRUCTURE  

Mexico offers superb value, high air connectivity, and modern infrastructure.   With an assortment of ecosystems, cultures and climates, Mexican destinations provide the perfect places to host meetings for 10 or 20,000 people.

*        Air Connectivity – In 2010, 143,733 international flights carried 18,504,786 passengers into the country.  From the Mexico City International Airport, visitors can reach nearly every major destination in Mexico in less than three hours. Mexico has several major airline companies that connect most of Mexican destinations to metropolitan cities in the U.S., Canada and around the world, as well as other destinations around the country. The excellent highway infrastructure and first-class bus providers in Mexico make short trips enjoyable and scenic.

 

*        Infrastructure – With over 42 major convention and exposition centers across the country and half a million hotel rooms in more than 3000 luxury hotels, Mexico is equipped to hold meetings of international caliber.



*        Diversity - Unique & Authentic Experiences– Mexico offers a diversity of destinations to suite every meeting planner need. There are cosmopolitan cities for large international congresses, conventions and expositions, mountainous landscapes, colonial towns and seaside villages for magnificent retreats. Mexico has 110,000 monuments, 29,000 archeological sites, 31 UNESCO World Heritage sites (more that any country in the Americas), 62 distinct ethnic language groups (second most in the world), and one of the five best cuisines in the world.

0% VALUE ADDED TAX (VAT) TO INCENTIVIZE MEXICO MEETINGS – A DISCOUNT YOU CAN BANK ON


Mexico is committed to winning international meeting and event business, and demonstrates this through their generous VAT exemption program.  This equates to a 15% discount on a broad range of meetings and convention services.

With a typical small to medium sized planning scenario, one can see how the VAT exemption can remove a significant amount of cost to the international meetings industry, compounded by often attractive Peso to foreign currency exchange rates.

3.0 SUCCESS STORIES

Mexico is drawing broad attention from meeting planners, congresses, and events, including:

*        105 International Congresses (MTB), 2011

*        84,100 attendees of International Congresses this year, (MTB) Aug 2011

*        197,400 Meetings Held in Mexico (PWC), 2010

*        830,000 International attendees at Meetings (PWC), 2010

*        370,000 Participants in Mexico Incentive Programs, (PWC), 2010

*        2,855 RFPs (Generated in Cvent), Jan – Jun 2011

*        ICCA ranking of Mexico for international congresses grew from 29th to 22nd and it ranked 14th in the world in the number of international attendees. This indicates that Mexico is a positive factor in achieving high attendance numbers for any event.

*        Mexico moved up 5 places in the ICCA Rankings 2010, from 27th to 22nd, with 140 Congresses hosted in 2010 alone.

*        The number of convention centers in Mexico has more than doubled in the last 10 years – 27 in 2000 to 56 in 2010, and meeting space has expanded by 148 percent.

*        Emerging MICE destinations in Mexico are Merida, and Colonial Mexico: Puebla, Queretaro, and Zacatecas.

Interest in Mexico for meetings and events is as broad and diverse, as depicted by this sampling of key conferences and meetings 2011.

Additionally Mexico has won several notable World Congresses, including:

 

TESTIMONIALS

A sampling from our satisfied meeting professionals.

 Cozumel offers a one of a kind experience.  With the exceptional service in meeting group demands, the first-class accommodations & incredible views made the decision for a second visit priceless.  This destination is worth venturing for business and/or pleasure as it offers something for everyone.

-       Tiffany Tucker, National Association of Home Builders

The level of customer service was outstanding . . . our attendees expectations were exceeded

-       Christina Buck, CMP Program Director
Conclave (Cancun, May 2011)

My visit to Cancun was a wonderful experience. During my stay the city was safe and the resort destination I visited was secure.

-       Raymond C. Ferrara, CPP, CFE

-       Security Advisor, Certified Protection Professional Through ASIS International July 2011

-        

As Sample of Testimonials (Puerto Vallarta)

*        Event the 4th Global Forum on Migration and Development (INAMI): http://www.youtube.com/user/FideturPVR#p/u/8/r9Ru848GcKc

*        Evento Gala Vallarta 2011: http://www.youtube.com/user/FideturPVR#p/u/0/ZMePGFmqI-Q

*        A day in the Malecon: http://www.youtube.com/user/FideturPVR#p/u/1/MTpAyqpF4nk

*        A Place to return: http://www.youtube.com/user/FideturPVR#p/u/2/6QWbqN1QK5k

*        A place to make a life: http://www.youtube.com/user/FideturPVR#p/u/3/ncXbx9N5ojY

*        A place that feels like home: http://www.youtube.com/user/FideturPVR#p/u/4/OGqBqnKLbEo

*        Puerto Vallarta Romance: http://www.youtube.com/user/FideturPVR#p/u/14/dvGeEc7KVSw

*        Testimonial Secretario General de la Organizacion Mundial de Turismo – Sr. Taleb Rifai http://www.youtube.com/user/FideturPVR#p/u/9/iqh2FOlCgdI

MEETINGS, INCENTIVES, CONVENTIONS & EVENTS – QUESTIONS & ANSWERS

 

Has the MICE business to Mexico from the US picked up? If so, by how much?

The MICE business remains strong for Mexico. Last year alone, we hosted 104 Congresses, which marks a sizeable increase in this area, which resulted in an ICCA ranking of 22nd for 2010 from 27th in 2009.

How would you describe the cities along the Pacific to someone who has never been there before?

Mexico is a large country, and therefore offers us the opportunity to provide visitors unique experiences.  Overall, the Pacific Ocean has a much more rustic sea-side feel, and is best known for its excellent seafood dishes. Along the Pacific visitors will find each town has its own charm. 

For example, less than an hour from San Diego, we have Ensenada and Rosarito, both popular sea-side towns that offer a relaxing weekend getaway, complete with an abundance of aquatic activities, nearby golf courses, and even vineyards offering wine tasting tours nearby.

One of the most popular getaways on the Pacific is of course, Los Cabos.  Originally a remote fishing village, it has become a favorite among those seeking a quiet retreat with countless beaches offering privacy and tranquility.  And of course, it serves up some of the best seafood dishes in Mexico.

Mazatlan, also on our Pacific Coast is best known for its splendid Carnival celebration. The city comes alive with colorful floats, loud music, and of course amazing cuisine.  From Mazatlan, you can also appreciate the nearby majestic Sierra Madre Mountains in Copala, an ancient mining settlement with one of the oldest churches in the area, one of the few examples of Baroque architecture anywhere in the state of Sinaloa. 

Additional Pacific Coast destinations are Riviera Nayarit, and Punta Mita.  Both offer a relaxed sea-side vibe, presenting different facets of the Mexican experience. 

Why should a planner take their meeting/convention/incentive to Mexico right now?

The Mexican MICE sector is booming and offers planners an array of options.  For example, MICE destinations include Merida, and Colonial Mexico: Puebla, Queretaro, and Zacatecas. 

Mexico has new convention centers opening in 2012 in Los Cabos and Oaxaca. Planners have more options than ever, and an ability to provide their clients a new and exciting value proposition.


4.0 SECURITY IN MEXICO    

Given the on-going Mexico security and crime challenges and highly visible/amplified depiction of crime encountered within Mexico, it goes without saying that careful planning and precautions should be exercised when traveling in specific and localized destinations within Mexico (such as those identified by the US travel warnings). 

We want to provide you with objective information to understand that our popular tourist destinations have on par or lesser crime risks that many well-known international destinations. Further, security risks are heavily mitigated by your selection of destination, and through the distance of these higher risk locations from popular destinations (often a few hundred to a few thousand miles away).  Given these facts, and by exercising prudent tourist security precautions exercised that should be exercised within any large international destination, your group will be able to join the millions of international travelers who enjoy the authentic Mexico experience every year, which was 22.4M in 2010. Some key points are:

The main tourist destinations for U.S. citizens are geographically far from the very specific areas that have been affected, primarily along the U.S.-Mexico border. 

*        Mexico is a very large country on a par with Western Europe in size. Distances are vast. The distance between the U.S.-Mexico border, where most of the episodes of violence have occurred, and Cancun is 1200 miles.  The distance from the border to Puerto Vallarta is over 800 miles, equivalent to the distance from New York City to Dallas.

 

*        Tourist destinations are far from the violence. For example, Cancun, and Los Cabos are at least a two-hour flight away from the main border areas. The distance from Cancun to Ciudad Juarez is 1,312 miles - approximately the same distance between New York and Miami (1,290 miles), Chicago and Laredo, Texas (1,395 miles), or Los Angeles and Oklahoma City (1,328 miles).

Crime in Mexico is localized/contained and declining

*        The most recent statistics show that the homicide rate decreased significantly in the second half of 2010.  The Mexican homicide rate is lower than almost any country in Central America, and lower than Russia, South Africa and Brazil.

*        The majority (70%) of homicides were committed in seven (7) of the 31 Mexican states.  As one more carefully planning travel within these states, this will helps mitigate much of the risk when traveling within these states.

 

*        Recent 2010-2011 Crime Rankings Survey data conducted by CQ Press show U.S. cities along the border with Mexico have some of the lowest crime rates in the nation. For instance, seven (7) cities in Ohio rank among the top 50 US cities with the highest crime rates. Border cities such as El Paso, San Diego, McAllen, and Brownsville each rank in the bottom half of all US cities by crime rate.

How can I keep my attendees safe while in Mexico?

Just like any other destination in the world, there are certain common-sense rules, which visitors should adhere to, as follows:

*        Stay alert and be aware of your surroundings;

*        Keep your valuables close at all times;

*        Take secure taxis;

*        Stick with your group if you are unsure about where you are;

*        Ask your DMC or the local CVB for a list of English speaking doctors before you go; and

*        Read the latest news for meeting planners on mexicomeetingsnetwork.com.

The destinations international event attendees will visit are the safest: meeting venues and hotels provide high quality security technology and services, and the most beautiful and visited areas of a destination tend to be the most protected by government authorities and private companies that thrive on tourism.

CRIME STATISTCS COMPARED TO US AND INTERNATIONAL LOCATIONS

Crime rates within the large majority of Mexican destinations (both those popular with US Tourists, and those found within the interior regions of Mexico) are often on par and sometimes below those of cities that US Visitors feel at home in.

THREAT & CRIME LEVEL – COMPARISON BETWEEN JALISCO & US CITIES

 

LOCATION OF US TRAVEL WARNINGS        

There are several Mexico locations identified by the US State Department, depicted on the map, below, that have a travel warning associated with them.  Note their relative distant location relative to several of the popular Mexican destinations. Also note that several of the areas are located on the Mexican – US boarder, and also more remote, less frequently toured areas of Mexico.

 

Questions and Answers     

If it is safe to visit, then why has the U.S. Department of State issued a Travel Warning for Mexico?

While it is true that there are areas of Mexico that are unsafe to visit, it is important to point out that Mexico is a vast country with over 2,500 municipalities (the equivalent of counties in the United States) – only 3.2 percent of which have reported any type of incidents – and is roughly the size of Western Europe. These areas of concern are far away – typically along the border – from popular Mexican tourist destinations. For example, Puerto Vallarta and Los Cabos are at least a two-hour flight away from the main border areas. The distance from Cabo San Lucas to Ciudad Juarez is 1,152 miles – approximately the same distance between New York and Miami (1,290 miles), Chicago and Laredo, Texas (1,395 miles), or Los Angeles and Oklahoma City (1,328 miles).

If it is safe to visit, then why has Foreign Affairs and International Trade Canada issued a Travel Warning for Mexico?

While it is true that as a result of recent incidents of violence in parts of some Border States, Foreign Affairs and International Trade Canada is advising against non-essential travel to these specific areas of the border, it has not issued a travel warning for any other part of Mexico. Mexico has been for many years and remains the number one international tourism destination for Canadians and a popular part- or full-time place of residence for hundreds of thousands of Canadians.

I heard that tourism is way off in Mexico because of the violence. Is that true?

Tourism in Mexico is growing. In 2010 there were 22.4 million international visitors — an INCREASE of 5.3% from 2009. Between January and May of 2011, the number of international visitors grew 2.1 percent compared to the same period in 2010. The increasing number of international visitors clearly demonstrates that travelers view unique Mexican vacation destinations and attractions as safe.

We encourage visitors to Mexico to exercise the same precautions they would take in any other part of the world.

I read in the paper that people have been murdered by Mexican drug cartels. Is this true?

These isolated, infrequent events have taken place nowhere near popular Mexican tourist areas.  These incidents are not targeted at civilians or tourists; rather they represent unfortunate in-fighting between drug-trafficking organizations. The Government of Mexico invests significant amounts of time and effort to stamp out such crime.

Incidents of American tourists being affected by drug-related violence in Mexican tourist destinations and/or beach resorts are extraordinarily rare and are almost unheard of.

Mexican tourism destinations are located many hundreds of miles away from the Mexico/U.S. border.

Are there any places other than the border cities to avoid? I have heard there has been some violence in Acapulco, for example.

Most of the Mexican tourism destinations are located many hundreds of miles away from the Mexico/U.S. border. For example, Cancun and Los Cabos are at least a two-hour flight away from the main border areas. The distance from Cancun to Ciudad Juarez is 1,312 miles - approximately the same distance between New York and Miami (1,290 miles), Chicago and Laredo, Texas (1,395 miles), or Los Angeles and Oklahoma City (1,328 miles).

Ensuring that our visitors have a safe and enjoyable stay has always been and will always be the Mexico government number one priority.  Federal, state and local governments and law enforcement agencies invest their time and energy to maintain safe and secure tourism destinations.     

What does Mexico do to help protect visitors?

Mexico invests heavily in the protection of its own citizens and tourists alike. This includes deployments of policemen in hotel zones, the construction of passenger bridges over major thoroughfares, the employment of English-speaking tourism officials to offer assistance to visitors, the strict enforcement of the drinking age, the inspection of emergency exits in nightclubs and the hiring of additional lifeguards to patrol beaches.

 

In addition, most U.S. Consulates have joined efforts with local authorities, distributing flyers, stickers and posters promoting tourist safety.

 

Again, most of the Mexican resorts are far from violence and are completely safe. 

What if a storm or earthquake hit while we were visiting?

The strict Mexico construction standards have enabled the infrastructure in Mexico to withstand strong hurricanes, earthquakes, and floods. Moreover, the emergency response measures in Mexico have earned the country recognition among the foremost international organizations.

The Mexican standards were successfully put to the test in 2005, keeping thousands of tourists safe during Hurricane Wilma - the most intense tropical cyclone ever recorded in the Atlantic basin.

The United Nations World Tourism Organization (UNWTO) has encouraged all of its member countries to follow Mexico in preparing for similar natural disasters.

I hear the cruise line is in decline. How does this affect Mexico?

Although the cruise line industry in Los Angeles may be in decline in 2011, an estimated 16 million passengers are expected to board ships in North America, up from 15 million in 2010, according to Cruise Lines International Association.

According to Vance Gulliksen of Carnival Cruise Lines, approximately 390,000 passengers have boarded 150 Mexican cruises out of Long Beach, California alone, every year since 2009, and that trend is expected to remain unchanged in 2012.

Mexico is the second most visited country for cruise travelers. In March 2011, the average expenditure of cruise travelers to Mexico was of 91.80 US dollars, an increase of 5.7% in comparison to the same month in 2010.