Mission, Vision and Strategies

 

The activities and measures undertaken by the Mexico Tourism Board aim to fulfill its Vision and Mission, which are the outcome of analysis of the domestic and international context, the experience of countries that are leaders in tourism, and the challenges involved in the promotion of tourism. In addition, a medium-term scenario of planning and the consolidation of projects and strategies has been considered so as to prepare the ground for positioning the Council as a leading organization in tourism promotion, in the context of a market that becomes ever more competitive in a globalized economy.

 

:: Mission

The promotion, both integrally and competitively, of Mexico, its products and destinations, in domestic and international markets, by means of joint efforts involving all stakeholders in tourism.

 

:: Vision

 

Be a leading organization in the promotion of tourism, encouraging participation and joint efforts by the various stakeholders in the industry.

 

:: Strategies

 

In order to achieve the vision, mission and objectives of the Mexico Tourism Board, differing strategies have been adopted for the Strategic Plan and the Marketing Plan.

 

Strategic plan

 

Participative

Involvement of industry and commercial partners in the Board’s activities.

 

Continuity

Stability over time.

  

Professionalism

Efficiency and efficacy in action.

  

Technological Development

Intensive use of technology.

  

Focus on results

Client satisfaction and results that can be measured.

  

Transparency

Publication and information on strategies, measures and results.

 

Marketing Plan

 

Specialization

Concentrate promotional strategies and efforts on the markets and segments where promotional investment is most profitable.

 

Consistency

Develop programs and campaigns to foment tourism of a consistency and duration that lends credibility to the promotional messages.

  

Joint Efforts

Encourage schemes of inducement and coordination that multiply the efforts of the various stakeholders who promote tourism to Mexico in the outbound markets, so as to achieve economies of scale and competitive advantages for everyone involved.

 

Favorable Image

Generate public relations campaigns that communicate a positive image and compensate for negative perceptions of what Mexico has to offer in tourism.

 

Stimulate Demand

Carry out advertising campaigns in target markets, with permanent messages that identify Mexico as a country of many destinations and a range of tourism products that can satisfy a wide variety of consumer tastes.

 

Diversified Marketing

Launch direct marketing and sales promotion campaigns that increase the channels of information and inducement to the marketing of the nation’s tourism products in the target markets.

 

Last update: Friday, 30 October, 2009 at 11:10 Hs.By  Cynthia Emiliano