TRAVEL ALBERTA: Alberta Says Hola Mexico
by Derek Coke-Kerr

Four years of hard work by Travel Alberta and industry partners to develop awareness of Alberta as a prime destination for Mexicans is taking off. Mexicana Airlines recently announced two new scheduled non-stop services between Mexico City and Calgary as well as Edmonton beginning June 1. Mexicana will by flying the Airbus 319, carrying 120 passengers, four times a week to Calgary and three flights weekly to Edmonton. Alberta is now the only province in Canada to have direct access to and from Mexico to two international gateway cities. This exciting development presents a great opportunity for hoteliers to participate in our marketing activities aimed at this close-in international market and diversify their clientele. 

Direct scheduled air access is key to developing long-haul markets like Mexico. The saying goes, “If you build it, they will come.” But for Travel Alberta and our industry partners it’s more like, “We worked to get this built, now let’s work together to encourage travelers from Mexico to come, tell others, bring their families and friends, stay for a good while, and come back again and again.” With this new direct air access, Mexico has been elevated to primary market status in Alberta’s Strategic Tourism Marketing Plan. This means we are investing more marketing resources to grow visitation and capitalize on this exciting market.

The first step to marketing to Mexico is becoming more familiar with this large and growing market, with more than 13 million outbound overnight travelers leaving Mexico each year. Canada is the third most popular destination for outbound Mexicans after the United States and Spain.

Canada, and particularly Alberta. is a good fit for Mexican travelers. Research indicates that Mexicans are looking for destinations where they can sightsee, visit national parks and enjoy scenery, shop, experience history and cultural sites, experience snow since winter is a novelty as well as ski and snowboard. Alberta is unrivalled in these areas. These increasingly savvy travelers are also looking for opportunities to learn and explore, experience something new and engaging, learn about history, buy the latest fashions, see as much as possible, and enjoy great food and drink along the way.

Canadian Tourism Commission Research also indicates that half of all visits from Mexico to Canada are for pleasure travel, and they average 19 nights with an average spend of $105 per night. Most travel with family members and 20% travel with children. There is a mix of those taking tour packages and those traveling independently. 

Hotels should be prepared for large party sizes and many are high-end travelers looking for, and willing to pay for, luxury. A lot of families traveling are interested in enhancing their children’s English as a second language, so they stay for extended periods. Hotels should consider offering activities and packages geared to these families during their school holidays, which include a mid-term break in May and summer holidays in July and August.
A second key audience is mid- to high-income couples and singles in the 30-40 year-old age group. These travelers are looking for spa experiences, shopping, bars and nightlife, and activities such as golf.

As far as positioning, it’s important to communicate the unique personal benefits of staying at your property and using it as a base to venture further afield. Marketing efforts must also be framed in the context that Mexicans don’t have a strong understanding of what Canada has to offer and have an even weaker understanding of Alberta’s benefits as a travel destination. Positioning Alberta with its modern cities close to “big nature” and snow-capped mountains will hit the mark with Mexican travelers who are looking for outdoor experiences that range from a simple walk in nature to skiing and snowboarding. 

My recent sales mission to Mexico with our industry partners allowed me to see the excitement building in this market for Alberta because of the new services provided by Mexicana. It also left me with a confirmation that we still have a lot of work to do to build awareness of what Alberta has to offer. Now is the perfect time to add “Hola” to our greeting vocabulary, as we add a little Latin flavour to our famous Western hospitality. 

Derek Coke-Kerr is Managing Director of Travel Alberta. To partner in Travel Alberta marketing activities in Mexico, contact Jenny.Dunbar@travelalberta.com.