WASHINGTON (Reuters) – Mexico has launched an ad crusade to furniture its ikon as a chanceful country and the negative effect on its vital traveler playing of U.S. movement alerts warning Americans of hostility south of the border.
"Those movement alerts that were headlining 'If you poverty to meet alive, don't movement to Mexico,' we felt they were not exclusive totally outside but irresponsible," Mexico Tourism Board CEO Rodolfo Lopez-Negrete told Reuters on Thursday.
Mexico is outlay jillions of dollars on print media and billboard ads in U.S. cities showing its ancient pyramids and sunny beaches to sway Americans from canceling their visits.
While thousands of dweller tourists have been afraid away by the fell drug struggle raging in parts of Mexico, Lopez-Negrete said the intensity of people temporary Mexican resorts was back up to 2008 levels, although revenues were downbound because hotels were offering cheaper deals to draw unregularity tourists.
"We were healthy to drive intensity upwards at a cost of modify pricing but we are bright with that because as in any another business, intensity comes back first, then you start escalating to the proper pricing," he said. "That's the strategy."
Lopez-Negrete said the outside movement alerts were symptom tourism, which accounts for 9 proportionality of Mexico's scheme output and is its ordinal biggest maker of external currency.
The drug hostility is occurring far from the most popular resorts much as Cancun, Huatulco, Ixtapa, Puerto Vallarta and Los Cabos, the Mexican authorised said, urging U.S. polity to be more specific in their alerts.
In March, the Texas Department of Public Safety warned college revelers not to movement to Mexico for spring fortuity with the message: "Stay alive."
A U.S. State Department consultatory issued over the Easter weekend urged U.S. citizens to refrain all but essential movement to 10 states in northern and central Mexico due to "ongoing hostility and continual security concerns."
While major Mexican resorts were half blank early this year, Lopez-Negrete said they were almost full at Easter.
Foreign visitors spent $11.9 1000000000 last assemblage in Mexico, up 5 proportionality from 2009 when the global scheme crisis and H1N1 virus scares took their sound on global tourism. But 2010 figures were ease downbound 10 proportionality from $13.3 1000000000 in 2008.
More than 37,000 people have been killed in Mexico since New 2006 when President Felipe Calderon took office and sent the Mexican brachiate forces to crush coercive cartels battling for juicy smuggling routes to the United States.
Lopez-Negrete said investors trusted the polity was feat to quell the hostility and continuing to expand in Mexico.
Luxury hotels are existence shapely in the Riviera Maya and another resort areas by the world's crowning hosteller InterContinental Hotel Group, Spain's largest concern Sol Melia, Hilton hotels, Starwood Hotels & Resorts and AM Resorts LLC, Lopez-Negrete said.
"The craving continues to be there, because investors undergo business has ever been rattling juicy in Mexico and the calibre and continuance is second to none," he said. "There is confidence in initiatives President Calderon has taken."
(Reporting by suffragist Boadle; Editing by saint Cooney)
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