Tourism in Mexico - Essay Example

Mexico’s temperature and unique culture, which is a blend of European (predominantly Spanish) and Meso-American cultures, make good tourist attraction. Tourist season peaks during mid-summer, December, Easter holiday and Spring Break. Tourist season is not without brief surges over winter. WTTC notes that Mexico’s tourism consumer segment comprises mostly college and university students from the US and Canada. It indicates as well a burgeoning consumer segment of local tourists with the emergence of an affluent middle class in Mexico.

Mission Statement According to Mexico’s Tourist Board, the mission statement is to elevate the country’s attractiveness to tourists through addressing a wide range of tourist needs. The goal is to make Mexico the leading leisure tourism destination through a comprehensive program of research, promotions, advertising, social media, public relations, Internet marketing, and other marketing strategies. Their mission statement also includes promoting environmental sustainability under the auspices of the going green movement.

(Wilkerson 47) Pillars of Tourism Mexico is endowed with enormous tourist resources ranging from historical artifacts and lavish beach resorts to geographical terrain and a unique culture. Mexico City, an ancient Meso-American city, is a major tourist attraction in itself with the National Museum of Anthropology and History, Metropolitan Cathedral and Mexican National Palace (Berger & Wood 78). On the Pacific coast lays Acapulco Bay and Cabo San Lucas, which are major tourist attraction sites.

Sun bathers often frequent the beautiful beach resorts at the San Jose del Cabo, Baja California Sur stretching all the way Ixtapa and the Riviera Maya costal strip where they find the Playa del Carmen beach town. Meso-American ruins include "The Castle" of Chichen-Itza, which is one of the New Seven Wonders. Tourists have also expressed a growing curiosity to the unique culture especially as it relates to the love of football as a sport, mode of dressing and the unmatched traditional cuisine, which is an integral part of the Mexican culinary delights (World Economic Forum 1).

Competitiveness Mexico emerges as a key player in the global tourism industry with its tourism sector registering an inflow of billions of dollars every year. The tourist competitiveness of any given country is a measure of the capacity of that country to create a higher proportionate growth rate and wealth capacity than other countries. Mexico’s competitiveness is thus the extent to which it can produce tourist services that overcome global market challenges under free and equitable market conditions while increasing the national income at home.

In 2011, the Travel and Tourism Competitiveness Report, which included 139 major global tourist competitors, highlighted Mexico’s competitiveness under the auspices of the Travel and Tourism Competitive Index (World Travel and Tourism Council 1). The TCCI is a measure of the factors that make a country a major tourist attraction by way of comparison of recent patterns and tourist trends and the factors responsible for such trends (Theobald 6). TCCI elaborates how these trends contribute to the tourism sector of the given country.

Mexico’s Travel and Tourism