Mexico Launches $92 Million Promotion Campaign

Mexico President Felipe Calderon announced a new $92 million national promotional campaign titled “Vive Mexico,” as part of the country’s goal to reactivate tourism and counteract the negative image generated by the recent health crisis.  Calderon emphasized that “Vive Mexico” unites world-renowned celebrities and personalities from the business, cultural, sports, and entertainment world.

Calderon said the government will invest approximately $92 million dollars in campaigns to promote the country and invited all Mexicans to participate as "ambassadors" and unite in an effort that will reactivate the nation's critical tourism industry.

"I invite every Mexican to show international tourists how visiting our nation is a great experience; that Mexico is not only a beautiful country, but is also strong and capable of facing the toughest adversities. We await visitors from all over the world with open arms to our beaches, cities, and towns" said President Calderon. "This should be a true national movement that needs the participation of every Mexican citizen."

Mexico's Minister of Tourism, Rodolfo Elizondo, added that the website will be launched to offer special travel packages to all the different destinations in the country. "The ‘Vive Mexico’ campaign will include unique prices and attractive offers that will motivate the domestic market to travel," said Elizondo. "This segment represents 85 percent of the country’s tourism generated income."

The campaign has the support of celebrities who offered testimonials including Spanish tenor Placido Domingo, world’s leading female golfer Lorena Ochoa, Mexican singer Alejandro Fernandez, internationally acclaimed actor Diego Luna and professional soccer player Rafael Marquez.

The Mexico Tourism Board (MTB) brings together the resources of federal and state governments, municipalities and private companies to promote Mexico’s tourism attractions and destinations internationally.

Visit or

Read more on:

Suggested Articles:

In her new role, Collin will oversee a regional team to ensure the success and retention of more than 125 member properties based across the region.

The Jamaica Tourist Board will pilot “Discover Jamaica by Bike” in October before the consumer cycling experience debuts in spring 2021. Read more.

A wider range of fares and personalized content will be available to SIA's travel trade partners in the United States starting March 2021. Learn more.