Mexican Caribbean Strategy for Recovery

By May 4, 2020 Recent, Tourism

The Quintana Roo Tourism Board today updated its efforts to support tourism and provided details of a united strategy and plan to support the rapid recovery of the industry.

The tourism industry of Mexico Caribbean continues to closely support the Quintana Roo State in its constructive measures to restrict the spread of COVID-19, hosting famous tourist attractions such as Cancun, Playa Del Carmen, Riviera Maya, Cozumel, Tulum, Isla Mujeres, Isla Holbox and Bacalar. This includes the new innovative ads under the campaign name ‘Paradise Can Wait / Please Stay Home,’ highlighting the numerous attractions in the area, many of which are today viewed by the State residents and tourists. This initiative coincides with the start of the celebration of Cancun’s 50th anniversary, an occasion promoted even through the media.

Quintana Roo Tourism Board’s communications during this time focuses on ensuring they fully embrace the proactive decisions by the State government to take every measure possible to limit the spread of COVID-19 in their state. This will ultimately result in their ability to recover more quickly as the global travel sector begins to rebound later this year.

According to the official statistics updated daily by Quintana Roo State Health Services Department (SESA), there have been 711 positive cases in Quintana Roo after almost three months of the global COVID-19 pandemic. In order to minimize the spread of diseases, the State Government, health care agencies and other organizations have adopted international best practices in early detection, monitoring, separation, contact tracking and public education. In addition, a number of public assistance programs have been implemented to help employers, migrant workers, ensure the availability of vital food and families, including services, and provide comprehensive education in public health, as well as preventive and urgent care resources for those in need.

The tourism industry of the state continues to change its promotional strategy when preparing for a recovery time. The Mexican Caribbean region experienced a period of multi-year growth in terms of tourist arrivals, hotel investments, new products and the opening of new destinations in the country. The Quintana Roo Tourism Council and the industry as a whole work hand-in-hand to plan a multi-phase recovery while typical marketing campaigns are stopped during the pandemic. Integrated marketing strategies are necessary to ensure the readiness of the destination and to encourage, at the right moment, the remarkable variety of the tourist offerings.

Ongoing talks with the airlines, groups of hotels, tour operators, travel agents, meeting planners, online booking engines, associations and others from the foreign and local sectors over the past month show a great deal of enthusiasm for collaboration in a single promotional recovery drive. Both stakeholders are optimistic that foreign and domestic visitors will see Mexico as an enticing and secure place when travel restrictions are lifted.

The recovery plan will first focus on the rapid return of direct air connectivity to Cancun, Cozumel and Chetumal’s three international airports. In addition, all the industry leaders should be aware of the readiness of the destination to accept visitors and of the enhanced safety and hygiene procedures in place around the country and the locations frequented by tourists. Finally, customers can use ads, public relations, digital and social media as well as co-marketing strategies with business partners in innovative materials and tailored communications. The campaign covers the United States, Canada, Latin America and Europe, alongside the domestic travel market in Mexico.

The initiative will take place in several stages, closely associated with the lifting and resumption of travel restrictions and direct flights and will remain versatile to respond to changing conditions for recovery in the coming months. The Quintana Roo Tourism Board, along with both the domestic and foreign tourism industries, is committed to investing in the crucial recovery period ahead.

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