TOURISM BC REPORT
by Bettina Giblin


Over the last few years Mexico has been getting attention from destination marketing organizations throughout the country, including Tourism BC. With an average annual growth rate of 7% per year since 2000 and a 31% share of all visits to Canada, Mexico brings new promise to the North American travel market in BC. 

So how does the tourism industry identify new and emerging markets such as Mexico? The Canadian Tourism Commission (CTC) is a key player in determining which markets have the potential for growth. In 2007, the CTC increased its budget in Mexico by 60% compared to 2006, and four provinces are actively marketing in Mexico: BC, Alberta, Ontario, and Quebec. Critical to this promotion is the fact that Mexicans view Canada as a “clean and green” country that is friendly. 

According to Statistics Canada, the Mexican travel market is something to get excited about. There were over 210,000 entries into Canada in 2006. Overnight customs entries into BC showed 20.2% growth in February 2007 compared with February 2006, and year-to-date entries showed an increase of 17.2%. 

Demographically, Mexico has a population of 107 million people with a large number of middle-to-high income residents that have growing disposable incomes. On average, affluent Mexican families take at least three international vacations per year, spend more than $1700 per person, and travel in groups larger than three people. International vacations average between five and thirteen nights, with average stays in BC lasting seven nights. 
Research tells us that Mexican travellers are interested in learning about our history through museums, arts, and culture, and they enjoy BC food and wine. They are increasingly attracted to skiing, but the activity they seek out most when on vacation is shopping. On average, the Mexican traveller will make two to three trips per year to indulge in the retail sector. 

With reasonably priced air service available to and from Mexico, travellers have the opportunity to visit BC with relative ease. Both Mexicana and Japan Airlines have non-stop service into Vancouver (Mexicana services nine flights per week between Vancouver and Mexico City while Japan Airlines services two flights per week) and the flight between Mexico City and Vancouver is less than five hours. 

A key advantage for Canada since 9/11 is the need for Mexican travellers to purchase a visa before entering the US, which has proven to be a costly and difficult process that is not required to visit Canada. This is good news, but further non-stop air service is essential to Canada’s long-term success.

Tourism BC has been active in Mexico for more than ten years. The organization works closely with tour operators, media, the CTC, and other BC-based destination marketing organizations to attract this affluent and promising market. To meet the growing opportunity, Joanne Motta was named as the new sales manager responsible for working with the travel trade in Mexico. Janice Greenwood-Fraser, Travel Media Specialist, is responsible for developing opportunities with Mexican media. 

In an effort to communicate directly with the Mexican market, Tourism BC is creating a Spanish consumer website and Vacation Planner. This will allow consumers to see the breadth of tourism activities and experiences available in BC in their preferred language. 

Mexicans prefer to travel to Canada during the peak seasons: summer, December/early January and Easter weekend. In an effort to encourage travel during the shoulder season, Tourism BC partnered with a Mexican marketing firm (Hot Marketing), a tour operator (New Millennium Travel), Tourism Whistler, Whistler Blackcomb and the CTC to create the 2007 Mexico Ski Cup - a consumer package featuring ski instructions, special events, and a ski race. In addition to 100 visitors and travel agents, 15 Mexican journalists from various media outlets were invited to showcase the Mexican Ski Cup as a “must-attend event”. The event was a success, with coverage appearing in travel and social media: Reforma Newspaper, Fox Sports (Mexico) and Business Style among many others. Plans are already underway for the event in 2008 and 2009. 

It is important to note the role that travel media has played in the development and growth of the Mexican market in BC. In addition to annual media missions to Mexico, over twenty journalists are hosted by Tourism BC each year. These journalists tell us the interests of the Mexican market and travel throughout the province, educating potential consumers about the myriad of experiences and activities BC has to offer. Traditionally, Mexican travellers have concentrated on Vancouver, Victoria, and Whistler for their vacations, but Tourism BC is working to introduce the Mexican market to all areas of the province.

Tourism BC is working with our partners on marketing, media, and key issues such as increasing air service to ensure long-term success with this very promising travel market. Muy Bueno!

Tourism BC’s most recent research can be accessed at www.tourismbc.com. 
Photos: Tom Ryan