Interview with Fernando Olivera, director of the Mexican Tourism Promotion Council in Spain. Mexico, one country, a thousand worlds

Mexico offers a wide variety of tourist attractions: the heritage of pre-Hispanic civilizations and the development of archaeological zones as symbols of national identity, the incomparable beauty of its beaches, the discovery of the vestiges of ancient cultures, extensive natural areas with historical elements that make it unique in the world, as well as a state-of-the-art international tourist infrastructure.

-How would you rate the importance of the tourism sector in Mexico? What percentage of the Gross Domestic Product does it represent?

The tourism sector plays a very important role in the Mexican economy. Mexico ranks 8th in the world in tourist arrivals and 12th in tourism revenue.

Tourism represents 8% of GDP, generating 1,7 million stable jobs and becoming the third largest foreign exchange earner, behind the oil industry and the manufacturing industry.

In 2002, Mexico registered 20 million tourists, who generated $8.700 billion in revenue.

– What nationalities are primarily represented by tourists visiting Mexico? What position does Spain occupy in this ranking?

88% of tourists visiting Mexico come from the US, 3,7% from Canada, and 3,6% from Europe (a figure that is gradually increasing). Spain is the country that contributes the most visitors from Europe.

US tourists contribute 87% of the foreign exchange generated by tourism, Canadians 4% and Europeans 5,6%.

– What tourism product is primarily offered in Spain?

In Spain, Mexico is promoted through a diversified and very complete offer, the great variety of segments that can be taken advantage of in our country which, grouped together, create the richest experience for any tourist.

In any case, one of its most important assets is the hospitality of its people, who shower tourists with affection and attention. The tourism infrastructure and hotel offerings are among the best in the world. All of these elements make Mexico a unique destination. This offering is reflected in Mexico's slogan for Europe: "Mexico, one country, a thousand worlds."

In 2003, Mexico will sign four advertising agency contracts worldwide; these contracts will have a duration of three years and a total value of approximately $210 million. This is the largest investment in tourism promotion that Mexico has ever made.

– How is tourism in Mexico promoted? What are the differences compared to the promotion of Spanish tourism?

Within Spain (as throughout Europe), Mexico is presented as a great country with significant natural, cultural, historical, and tourist wealth. Great importance is placed on its wide range of offerings, integrated into a comprehensive tourism product. Emphasis is placed on the diversity of Mexican territory, highlighting that Mexico, in addition to its excellent beaches, is much more than that; visitors can also enjoy history, art, culture, hospitality, and a wealth of attractions that make it a unique destination.

Regarding the comparison of the promotion of both destinations, I believe it's difficult to analyze the differences between a globally established tourist destination like Spain, whose communication reinforces the values of Spanish culture and maintains a very strong brand presence in international markets, and Mexico's communication strategy, which operates at a different stage. As I mentioned, we are promoting awareness of different segments of our country and the tourist resources we possess, which are still relatively unknown in some international markets. In this respect, we know our strategies are completely different. What we do share is our commitment to quality and to showcasing to the world that our tourism is of a very high standard in every respect.

– What does the presence of Mexican tourism at FITUR mean?

Mexico's presence at FITUR confirms the importance of Spanish tourism to Mexico and the strong relationship between the Spanish and Mexican tourism industries. This major trade fair represents the gateway to the European market for our tourist destinations and for the country's business sector. Mexico participated with representatives from 25 states and 61 private companies, including airlines, hotel chains, tourism associations, destination management companies, and others. Spanish companies held negotiations with these companies to promote various Mexican tourist destinations in Spain.

Mexico has been presented as an ideal destination for holding congresses, conventions, and incentive trips, for which we have excellent infrastructure and experience to ensure these events achieve the expected results.