Although not yet confirmed, there are very strong rumors regarding the possible closure of the Mexico Tourism Board (MTB) and Mexico´s trade and investment agencies called Promexico in Canada and potentially around the world. Rumor has it that all marketing and promotional efforts will be handled by Mexico’s network of Embassies and Consulates around the world.

In this exclusive interview, TravelPulse Canada spoke with Cesar Mendoza, Director of the Toronto office for the Mexico Tourism Board to get his perspective.

He explained that the MTB was created 19 years ago to coordinate, design and develop national and international strategies surrounding the promotion for Mexico, and that the MTB is in charge of promoting the numerous destinations and activities that Mexico has to offer, as well as Mexico's many natural and cultural locations.

He advised “Twenty one offices around the world, three of which are in Canada, are key components of Mexico’s success story in becoming a power player in the world tourism arena. In the last 6 years Mexico moved up six positions becoming the sixth most visited country in the world and in 2017.”

In his opinion, this has been the result of a coordinated effort between central government, the ministry of tourism and the MTB.

Luring customers to Mexico has become increasingly difficult given the competitive nature of the business in general. Mendoza said “Unprecedented efforts had been made by the MTB to promote the Mexico brand in many original and creative ways. Potential consumers had been reached either by TV campaigns, by renowned events like Formula 1, through coop advertising campaigns with tour operators, or as simple as with a brochure at a trade show. All these efforts have contributed to position the Mexico brand in top-of-mind of consumers but, most importantly, bring confidence to international industry allies and partners. On the other hand, the reputation of a brand (of a country in this case) can be harmed easily by negative, in many cases, out of context news. Having the presence of MTB delegates abroad particularly in North America helps fight and put in context any safety related news that more than often hurts business in Mexico.”

According to Mendoza, Canada and the US generate almost 76% of passengers arriving by Air into Mexico. Tourism from Canada to Mexico has seen double digit growth in the last two years consecutively with an average growth in passengers of more than 12%. All indicators are that at the end of this year passenger arrivals is expected to reach 2.1 million from Canada.

The upcoming government’s strategy will focus in addressing some essential needs and fight inequality in Mexico according to Mendoza. “There is a feeling that funds invested in promoting Mexico, including keeping offices internationally, should be invested in fulfilling these needs. But, let’s not forget that tourism became a very important industry for Mexico representing almost 9% of its GDP.” Added Mendoza.

Will the Canadian offices of the MTB remain open? Only time will tell. The general consensus however is that we won't have to wait long to find out as Mexico’s President-elect Andres Manuel Lopez Obrador is sworn in and officially takes office on December 1st, 2018.

Cesar and the entire Canadian team will keep us posted on any news regarding the future of the Mexico Tourism Board here in Canada.