VIEW FROM THE TOP
BOOSTING MEXICO’S TOURISM POTENTIAL ENRIQUE DE LA MADRID Minister of Tourism
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Q: What can be done to boost tourism investment in
the SCT generate benefits for the industry by increasing
Mexico?
connectivity, reducing transfer times and lowering mobility
A: To drive investment, it is necessary to establish an
costs. The New Mexico City International Airport (NAICM)
attractive institutional framework on issues such as
has no budget from SECTUR but there is no doubt this
regulation, security, environment and fiscal policy. We
project will boost the sector. This is also the case for urban
need investment in basic infrastructure from the public and
equipment projects of local and municipal governments.
private sectors, as well as policies to promote destinations
The private sector also invests in infrastructure through
and ensure a permanent flow of investment from lodging,
projects such as marinas, cruise liner piers, convention
transportation and entertainment companies. Investments
centers, sports venues and malls, among other projects.
can be increased by creating added value in the tourist experience, such as an attractive gastronomic offer, guided
Q: What strategies can be applied to attract visitors from
tours, cultural and sports activities or theme parks. Value
regions such as Asia or emerging countries such as Russia?
can be added to any type of tourism: business, health
A: New technologies allow us to develop direct and
or meetings and conventions. Today, travelers are more
targeted campaigns for a specific country or region.
interested in having in-depth knowledge about their
Improving the country’s connectivity is a priority since
destinations and not just spending time inside a hotel, and
advertising campaigns do not work if tourists cannot
we must be prepared to take advantage of this trend.
reach their destination. We believe the key elements to diversify tourism are investment in infrastructure, an
Q: What are the main challenges facing the development
air transportation market with efficient and competitive
of the tourism industry in Mexico?
operators and a modern regulation. Ease of travel is a fourth
A: The tourism industry in Mexico is so large and diverse
element, by making migration and customs formalities
that the challenges are different depending on the location.
more efficient and less restrictive. This can be achieved by
However, the main challenge is to remain attractive in a
increasing bilateral agreements on visa waiver programs
changing world with an increasing number of competitors.
and by automating customs procedures.
To achieve this, some elements are necessary: an innovative attitude to introduce the products tourists
Q: How can the tourism industry improve the social
seek, infrastructure that allows us to receive tourists with
development of communities in Mexico?
demanding and diverse objectives and more destinations
A: Through the development of the tourism industry we
to provide more options and generate benefits for more
can bring growth and wealth to more communities in
Mexicans. All these elements will help build a robust and
Mexico, as tourism impacts a community with employment,
successful tourism sector.
infrastructure development, provision of basic services and environmental protection.
Q: What efforts have been made in infrastructure to boost the sector’s growth?
President Peña Nieto’s vision is to strengthen tourism to
A: The Ministry of Tourism (SECTUR) has a budget
create economic growth and to generate development
allocated to meet specific needs in tourist destinations
opportunities for the Mexican population. He believes
that runs under a program in which local authorities
tourism contributes to the creation and growth of the
contribute a proportionate amount. These budgets are
middle class in regions with tourism potential. However,
determined by the Congress through the Federal Budget
to experience this impact it is necessary to involve the
but the investment in infrastructure that the tourist sector
members of the community. This is the objective of the
requires is bigger, so the sector benefits from investment
program Conéctate al Turismo, which helps SMEs connect
from other entities. For example, investments made by
with players in the industry to become service providers.
