Fresh in the wake of the H1N1/swine flu pandemic and extensive media coverage of the country's drug and gang problems, Mexico wants to bring people back to play.
The country's Ministry of Tourism and Tourism Board have launched a recovery campaign to reactivate a tourism industry that's been hit hard in recent months. The first part of the three-phase campaign, airing on U.S. television this week, quotes figures like Barack Obama and the director of the Centers for Disease Control in order to convince viewers to "Believe It" that Mexico is a stable and safe place to go for sunny vacations. Phase two will feature the slogan "Welcome Back," to remind those who've traveled south in the past that it's a worthwhile place to go, and phase three will aim to convince Americans that "It's Time To Go" by offering travel deals and packages. The campaign will continue through the winter season.
Travel represents an important sector of the country's economy; tourists generated $13.2 billion for Mexico in 2008. Representatives of the Mexican tourism industry are pointing to the country's handling of the H1N1 health crisis as proof of the its ability to manage stresses, which they say should lend Mexico credibility and convince travelers to come back.
"Mexico and its tourism sector have proven yet again that we are resilient to crisis," says Oscar Fitch, CEO of the Mexico Tourism Board. "Not only are we back up and running and receiving tourists every day, but we are showing the world that this administration represents responsibility."
The campaign will focus on 12 major U.S. markets on six markets in Canada, which combined represent more than 80 percent of Mexico’s international tourists. Campaigns for Europe, Asia and Latin America are planned for a later date.
You can watch the first video of the campaign below.