Visit California Mexico Monthly Activity Report May, 2012

Transcription

1 Visit California Mexico Monthly Activity Report May, 2012

2 TABLE OF CONTENTS 1. General Market Overview....Page 2 2. Travel industry and key events...page 6 3. Ongoing Activity.... Page 7 4. Public Relations..Page 13 2

3 GENERAL MARKET OVERVIEW Mexican Economy Elections in July 2012 Unemployment Rate: 4.86% April 2012 Consumer Price Index: -0.31% April 2012 Monthly Variation (3.41% annual cumulative variation) GDP Growth: 3.41% April 2012 Source: INEGI/Banco de MEXICO Current Exchange Rate 1 USD = Mexican Pesos (Average rate for May) Source: Banco de Mexico Market News T20 and WTTC Yield Positive Results for Boosting Tourism g20mexico.org May 25, 2012 Mexico City - The Ministry of Tourism reports that the work of the 4th Tourism Ministerial Meeting (T20) and the 1st Regional Summit of the Americas of the World Travel and Tourism Council (WTTC) yielded positive results that will boost tourism. "For Mexico, both meetings were particularly important as they served to strengthen the international presence of our country. The results achieved made it clear that tourism will be a key issue on the agenda at the G20 Leaders Summit," said Mexico's Minister of Tourism, Gloria Guevara Manzo. Minister Guevara explained that the T20 meeting, held on May 15 and 16 in Yucatan, resulted in the adoption of the Merida Declaration, which sets out proposals for the world's largest economies to promote measures to facilitate tourism through the elimination of visas, the creation of regional visas and simplified immigration procedures, in accordance with the needs of each country, without ignoring security issues. These proposals will be reviewed by the G20 Heads of State and Government, who will meet in Los Cabos, Baja California Sur, on June 18 and 19. The central theme of the T20 meeting, as well as the WTTC Summit, which was held in the Riviera Maya on May 16-18, was the question of tourism and how it creates jobs. 3

4 The President of the WTTC, David Scowsill, thanked Mexico for hosting the event: "the WTTC acknowledges the leadership of President Felipe Calderón and Minister Guevara; furthermore, we are pleased with the participation of the continent s important business leaders." Scowsill added that "Mexico has an important place in the international tourism industry." In addition, Taleb Rifai, Secretary-General of the World Tourism Organization (UNWTO), said that Mexico provides leadership within the tourism industry and has become an example of the actions needed to promote the industry. "We must congratulate the Mexican Government for supporting tourism. It is an example of a government that believes in the power and capacity of the travel and tourism industry," he said. A study by the World Tourism Organization (UNWTO) and the World Travel and Tourism Council reported that in 2011, more than 656 million international tourists visited the G20 countries. Of this number, 109 million tourists visited nations that require visas, which represents 17 percent of international tourism to the G20 countries. The Merida Declaration emphasizes the need to make it easier to obtain visas, which will result in significant growth and job opportunities. Preliminary results indicate that making it easier to obtain visas for visiting G20 countries would lead to as many as 112 million additional international tourists by 2015, increasing foreign spending by 206 billion dollars and creating 5.1 million additional jobs during the next three years. The study notes that tourism is one of the fastest growing economic sectors. In 2011, amid growing economic uncertainty, tourism increased by 4.6 percent to reach 982 million tourists worldwide. The UNWTO suggests that tourism will steadily grow, reaching one billion international travelers in 2012 and 1.8 billion by Worldwide, the industry generates eight percent of jobs, and it is estimated that each job in the tourism industry creates two additional jobs in other sectors. Tourism employs six times as many people as the international automotive sector, four times as many as the mining sector, and a third more than the global financial sector. Bank of Mexico Raises Growth Forecast May 28, Original Article Text From CNN Expansion The Bank of Mexico (central) on Wednesday raised its growth forecast for the local economy in 2012 and argued that its solid fundamentals should support the weight, as the entity is more depreciated than it should. The Central Bank now projects an economic expansion this year of between 3.25% and 4.25%, from a previous range of 3% to 4%, the best figures reported in the United States. The Mexican economy has been growing and flexible exchange rate system in Mexico has helped the country to cushion external volatility, which has led the Mexican peso in April and May clear much of the gain of almost 9% recorded in the first quarter. 4

5 We think, as we have seen in other episodes, which eventually could give a correction in the exchange rate, said the head of the entity, Agustin Carstens, in presenting the report firstquarter inflation. We think these volatilities can be temporary, he added. The monetary authority said that by 2013 it maintained its forecast of growth of gross domestic product (GDP) ranging between 3% and 4%. Regarding inflation, the bank said that for this year and next year the forecast lies in the range of between 3% and 4%, which is consistent with the current monetary stance. Banxico has kept intact the key interest rate since July 2009 by 4.5%. Volaris requests new routes to United States June 1, Volaris has been requesting to DOT new routes to operate in the United States. The city pairs in these applications are Culiacan - Los Angeles, Uruapan - Los Angeles, Mexico City - Denver and Mexico City - San Francisco. In the case of the first two routes, Volaris will not face competition. Speaking of a particular case, the Culiacan - Los Angeles route was once operated by Aeromexico. Being the largest business market of Sinaloa, the basic profile of the route would indicate it should workfine. The challenge for Volaris in this market will be to become very attractive in terms of fares to attract passengers who typically fly via Hermosillo on Aeromexico. On routes from Mexico City, Volaris could receive temporary authorizations since current designation for both city pairs is occupied by Mexicana Airlines. In these markets the competition will be United Airlines and Aeromexico, except for the fact that the latter operates to Denver only in winter. Denver in particular could be an interesting market for Volaris to gain access to the growing connectivity of its ally Southwest Airlines in that city. In the case of San Francisco, it is easy to conclude that Volaris wants to compete for themore lucrative business market than the ethnic segment based in Oakland. However, I think Volaris will face a more challenging terrain here as United and Aeromexico have a more appropriate service for a flight of nearly 4 hours, in which the passenger will expect more amenities. Therefore, this particular route should be the last to be operated upon receiving authorization in my opinion. 5

6 TRAVEL INDUSTRY AND KEY EVENTS WTTC Americas Summit held in Cancún, Mexico 19th May The World Travel & Tourism Council (WTTC) Americas Summit has closed after three packed days in Riviera Maya, Mexico. Widely known for its annual Global Summit where the leaders of the global travel and tourism industry meet with their counterparts in government to set the agenda for the development of the sector, this had been the first time the council had agreed to facilitate a regional take on the issues. Organized at the initiative of President Calderon of Mexico to coincide with his country s hosting of the annual meeting of G20 heads of government, this was the most varied event ever staged by WTTC, with presenters ranging from government ministers and a head of state; to a Hollywood acting legend; to the world s richest man; and from the CEOs of the world s largest travel corporations; to 20-something, start-up entrepreneurs. The summit was co-chaired by WTTC President and CEO David Scowsill and the Mexico Tourism Secretary, Gloria Guevara. The first day s speakers included President Calderón; Taleb Rifai, Secretary General of the UN World Tourism Organization; WTTC Chairman (and Chairman of the Executive Board of TUI AG), Michael Frenzel; film director, actor, and environmentalist Robert Redford; and the Mexican billionaire businessman and philanthropist, Carlos Slim. In her closing address to the summit, Gloria Guevara said: Over the last three days, this event has enabled us to see the real possibilities that as an industry we could start working together across the Americas region. I thank WTTC for bringing their first-ever regional summit to Mexico, and to the enormous contribution made by all the speakers and sponsors. Thanking Secretary Guevara, David Scowsill, summarizing the themes and achievements of the summit, said: We are far too important an industry not to speak with one united voice. Over the last twenty years, WTTC has succeeded in bringing together a large part of the private sector now we are embarking on an exciting trip together, where the private and public sectors can start meaningful co-operation that is befitting of an industry that can generate growth, jobs, prosperity and sustainability at both global and regional level, like no other industry on this planet can. 6

7 ONGOING ACTIVITY California Spokesperson Project The majority of the activities related to this projects have been focused on preparing Jacky s trip to California for video and photo shooting and all production details, such as interview questions, shooting needs, deliverables, budget, travel bookings, etc. The selected themes for Jacky s videos are: 1. Shopping 2. Family & Kids 3. Food & Wine 4. Road trips 5. Snow 7

8 Itinerary for video & photo shooting: MONDAY 5/21/12 Travel from Mexico to Los Angeles Pre-production Meeting Mering Carson / Visit California staff / Jacky s Manager TUESDAY 5/22/12 Video & Photo shooting SANTA MONICA 12:00-1:30 Viceroy Pool 1:30-2:30 Viceroy Restaurant 3:30-5:00 Sonoma Wine Bar WEDNESDAY 5/23/12 Video & Photo shooting LOS ANGELES 12:00-1:00 Rodeo Dr 1:30-2:30 Theodore (right by Rodeo Dr) 3:00-4:00 Madison (on 3rd) 4:15-5:00 Beverly Center Flight from Los Angeles to San Francisco THURSDAY 5/24/12 Photo shooting SAN FRANCISCO 12:00 1:00 Fisherman s Wharf 1:00 2:30 Cable Car 2:30 4:30 Golden Gate End of production FRIDAY 5/25/12 Travel back to Mexico. End of trip. ROOMING LIST FOR JACKIE'S CREW 1 SGL Jacqueline Bracamontes Van Hoorde Spokesperson 2 SGL Raul Xumalin Gonzalez Bernal Jackie's Manager 3 SGL Lorena Dominguez Morales Dressing Assistant 4 DBL Rosa Maria Garcia Guerrero Hair stylist Anayeli Rodriguez Vega Make-up artist 5 DBL Jaime Martin Gutierrez Photographer Alfonso Fernandez Hubbard Photographer's assistant 8

9 ROOMING LIST FOR VISIT CALIFORNIA 6 SGL Jennifer Jasper 7 SGL Laura Nesteanu The activities for June will focus on post production, revision of the video & photo material, define the deliverables, timelines, campaign launch event in Mexico, etc. CMAC Trade FAM to Northern California Visit California Mexico is organizing the final travel details for a trade FAM to Northern California for the CMAC Product Managers from June 3 rd to 7 th, CMAC Participants from: Koch Overseas American Expres Corporate Travel Vimsa Tours Latin Holdings Viajes Olin Profesionales en Convenciones Draft itinerary: Northern California June 3 rd Arrival to San Francisco; Tour and overnight June 4 th SF am activities; depart to Sonoma; overnight in Sonoma June 5 th - Sonoma am activities; depart to Napa Valley and overnight in Napa June 6 th Napa Valley all day; overnight in Napa June 7 th Return to Mexico Food & Travel Media FAM to North California Visit California Mexico is organizing an individual media FAM to North California for Food & Travel Mexico from June 23rd to June 27th, Food & Travel is the first magazine dedicated to the art of good eating and fine travelling which, through delightful and entertaining narrative portrays the culture and the hidden secrets of countless remote corners of the world. 9

10 Draft itinerary: June 23: San Francisco June 24: San Francisco / Santa Cruz June 25: Santa Cruz / Monterey June 26: Monterey / Carmel June 27: Back to Mexico California Online Training Program Visit California continues the certification of travel agents in Mexico City with scheduled training sessions with tour operators and travel agencies and also ing campaigns to travel agencies countrywide. Total users in May 334 New users in May 8 Number of users active 46 Number of users completed(all courses) 88 May Training Sessions in Mexico City Total trained travel agents: 53 Viagi Mundomex ing campaigns for OTP: Total s sent: 7,598 Opened: 22% Clicked Through: 11.3% Trade Sales Calls Viajes Olin Viajes Palacio Viajes El corte Ingles Coaplaza Mundomex American Express 10

11 Visitors Guide Fulfillment May: Travel Agents: 140 Events: Consumer: 6 Total: 146 Ipad Application ing campaigns for the Ipad Application: Consumer Dates Sent: 05/09/12 Total s sent: 3,958 Opened: 24% Clicked Through: 4.2% Dates Sent: 05/16/12 Total s sent: 3,958 Opened: 22% Clicked Through: 3.8% Date Sent: 05/23/12 Total s sent: 3,962 Opened: 22% Clicked Through: 2.1% Travel Trade Portal Promotion Date Sent: 05/07/12 Total s sent: 1,430 Opened: 16% Clicked Through: 2.4% Date Sent: 05/21/12 Total s sent: 1,430 Opened: 13% Clicked Through: 1.8% 11

12 Webpage Traffic Report/ Concept January February March April May Unique visitors 424 1,351 1,800 1,539 1,723 Unique sessions 313 1,208 1,568 1,415 1,530 Page views 2,212 4,240 6,507 5,245 6,277 Avg page views Avg time (min:sec) 04:50 02:33 03:16 03:02 3:25 Bounce rate 37.5% 41.5% 41.3% 90.3% 43.6% Traffic sources Search Direct 9.52 Total referrals 13.78% Webpage Traffic Report / traveltrade.visitacalifornia.com.mx Concept February March April May Unique visitors Unique sessions Page views Avg page views Avg time (min:sec) 05:42 02:01 03:08 00:57 Bounce rate 41.6% 60.8% 70.0% 78.0% 12

13 PR ACTIVITIES Media Activity & Results Press Releases Outreach to Visit California Partners for stories and articles Follow-up contact with individual journalists on a bi-weekly basis Bi-weekly information delivery to press including monthly What s New and press release distribution on a fixed schedule Clipping Gallery for May Media Value Report for May Media Value updated at May 2012 Fiscal Year July 10 June 11 Fiscal Year July 11 - June 12 Month Value USD Circulation Value USD Circulation July 41, , ,312 25,270,329 August 586,499 11,525,000 57,161 1,195,747 September 20,847 58,000 94,156 44,749,885 October 90, , ,442 2,763,196 November 28, , ,057 6,036,495 December 31, ,000 48,838 8,278,945 January 71, , ,904 5,304,807 February 78,783 12,830, ,506 4,519,509 March 124,640 49,685, ,371 44,468,273 April 215,416 36,153, ,154 12,254,584 May 107,781 1,565, ,599 20,327,594 June 84,335 14,915,499 TOTAL 1,482, ,909,725 2,045, ,169,364 Clipping May Phone/ Leads and Inquiries for February Media 1. Fabiola de la Fuente - Food & Travel 2. Mark Gultt (Glamour) 3. Valerio Negril (Travel & Leisure) 13

14 What s New May,