Visit California Mexico Monthly Activity Report March, 2012

Transcription

1 Visit California Mexico Monthly Activity Report March, 2012

2 TABLE OF CONTENTS 1. General Market Overview....Page 2 2. Travel industry and key events...page 5 3. Ongoing Activity.... Page 8 4. Public Relations..Page 13 2

3 GENERAL MARKET OVERVIEW Mexican Economy Elections in July 2012 Unemployment Rate: 5.33% February 2012 Consumer Price Index: 0.20% February 2012 Monthly Variation (3.87% annual cumulative variation) GDP Growth: 3.5% February 2012 Source: INEGI/Banco de MEXICO Current Exchange Rate 1 USD = Mexican Pesos (Average rate for February) Source: Banco de Mexico Market News MEXICO: Out of the shadows 19/03/2012 Mexico s economic fortunes are looking up a welcome change for a country that in recent years has fallen consistently short of its peers. But it will be up to the next government to deliver on deeper reforms if this progress is to be sustained When Richard Fisher, president and chief executive officer of the Federal Reserve Bank of Dallas, addressed a select crowd of analysts and journalists in Mexico City this March, he told them something that they had probably never heard before from the mouth of a US economic heavyweight. The moment has come to change our perception of Mexico, said Fisher, who is also a member of the Federal Open Market Committee, the Fed s principal monetary policymaking group. The reality is that many macro figures place Mexico in a better place than the US. As Latin America s second-largest economy gears up for presidential elections this year, the economy is looking not only solid but even healthy. Growth last year reached a respectable 3.9%, and is on track for a similar performance this year. Inflation, which has been a thorn for some of the region s economies, is under control at just over 4% over the last 12 months. José Antonio Meade, Mexico s finance minister, tells Emerging Markets: There is no ambiguity about it inflation is on course to remain stable throughout the rest of the year. Remarkably and a sign of how stable Mexico s macroeconomy has become over the past 15 years or so interest rates in Mexico have remained at 4.5% since July

4 All of this is happening with a relatively balanced budget: the consolidated fiscal deficit this year is the equivalent of just 2.5% of gross domestic product a modest figure compared with the double-digit numbers of some industrialized countries. Little wonder that Fisher concluded: The US Congress should ask to borrow Mexico s fiscal handbook. Meade says that in spite of persisting external threats, such as the problems in the eurozone and growth prospects for the US economy, he sees no internal threats to the government s estimate for economic growth this year. The main variables have moved in favour of our 3.5% estimate, and they ve even moved in the direction in which the scenario could support a bigger increase, he says. Mexico s recovery has come about primarily through exports. Last year, the country sold $349.7 billion in goods overseas, an annual increase of 17.2% and of 52.2% compared with 2009 when Mexico was hit by recession. Just one of the results of Mexico s gains in competitiveness is the country s share of total US imports, which has increased to about 12% from 10.3% in 2008 and to more than 13.5% in the case of manufactured goods. Together with China, which entered the World Trade Organization in 2001, Mexico is the only country to have increased its share of total US non-oil imports during the last decade. Mexico is consolidating its vocation as a world-class exporter, says Sergio Martín, chief economist for Mexico at HSBC in Mexico City. Nowhere is the renewed appetite to manufacture in Mexico more obvious than in the car industry, where companies such as Ford, VW, Chrysler-Fiat, Mazda, General Motors and Nissan have announced investments in the past two years alone totalling at least $6.6 billion. Mexico sets new tourism record March 14,2012 MEXICO CITY, Mexico - The Mexican Ministry of Tourism revealed that 2011 was a record breaking year for tourism million international travelers visited Mexico in 2011; this represents an increase of 2 percent on 2010, a 5.7 percent increase on 2009, and a 0.2 percent increase on 2008 historically Mexico's best year for international tourism. "We are overjoyed that Mexico has broken our longstanding record with regard to international visitation," said Rodolfo Lopez-Negrete, Chief Operating Officer of the Mexico Tourism Board, "these figures clearly demonstrate that the bold diversification strategy we have implemented, promoting a broad tourism offering and targeting an expanded breed of global consumer, is succeeding." Following efforts to attract a more diverse cohort of tourists from a range of international markets, Mexico saw in a significant increase in visitor numbers compared to 2010 from Brazil (66 percent), Russia (55 percent), China (30 percent), Colombia (23.2 percent), Italy (13 percent), Australia (13 percent) United Kingdom (11.6 percent), France (10 percent), Japan (9.3 percent) and Canada (7 percent). 4

5 Mexico remains the most popular international destination for U.S. tourists. The economic environment in the U.S. translated to fewer Americans traveling abroad in 2011; according to the Department of Commerce international air travel from the U.S. declined 4.1 percent in Mexico, however increased its market share in the US from 14.1 to 15 percent. A key focus for the Mexico Tourism Board in 2012 will also be to capitalize on, celebrate and promote the start of the new Mayan calendar, promoting travel to the five state which comprise the Mayan World - specifically Quintana Roo, Campeche, Tabasco, Chiapas and the Yucatan. "Building off an exceptionally strong 2011 we are confident that 2012 will be another record breaking year, particularly in light of the upcoming campaign to promote Mundo Maya." MLT to operate Aeromexico Vacations brand Vacations-brand/ March 26, 2012 Aeromexico will launch the Aeromexico Vacations brand in the second quarter and has selected MLT Vacations to manage and operate the brand in the U.S. and Canada. The brand will feature packages to many of Aeromexico's current destinations, which number more than 40, with flights from 14 U.S. cities and one in Canada. Once launched, agents will be able to access Aeromexico Vacations via MLT Vacation's booking engine at WorldAgentDirect.com. "This partnership will give Aeromexico the opportunity to tap into new markets in the U.S. and encourage even more people to visit Mexico, to experience the culture and hospitality that our country offers", said Sergio Allard, Aeromexico's CEO. MLT Vacations also operates the Delta Vacations, United Vacations, Air France Holidays, Alitalia Vacations and Worry-Free Vacations brands. 5

6 TRAVEL INDUSTRY AND KEY EVENTS Mexico s 2012 Tianguis Turistico Sees More Attendees, More Revenue Mexico s annual travel trade show, Tianguis Turistico, taking place in Puerto Vallarta s International Convention Center this week March 25-28, 2012, is looking to be one of the most successful in the event s 37-year history. In inaugurating Tianguis, Mexican President Felipe Calderon said this year s event is expected to generate US$140 million in revenue. He also said exhibitor attendance is up 30 percent over last year and exhibitors at the show come from more than 30 countries. We want people to come to Mexico to feel it because Mexico is to be felt, Calderon said, in a play on Mexico Tourism s tagline in Spanish, Mexico! Se siente! Mexico Secretary of Tourism Gloria Guevara Manzo announced that this year s Tianguis has 7,000 total attendees, a 75 percent rise over last year when 4,000 attendees participated. In addition, Tianguis is hosting 50 percent more international and national buyers this year and 70 percent of those buyers are wholesalers. Business-to-business appointments also rose 40 percent this year to 22,000. Guevara also explained that Tianguis new circular logo, divided into five different colored segments, represents Mexico Tourism s diversification strategy aimed at increasing volume. Guevara also thanked the Calderon administration, as the end of the president s final term approaches, for investing more than 31 billion pesos in the Mexico s tourism infrastructure, launching new tourism products and promotions and diversifying its offerings and services. Today, we have a 98 percent repeat visitor rate and 99 out of every 100 visitors recommends our destinations, above all for extraordinary Mexican hospitality, Guevara said. 6

7 XIV Feria Turisitica Expomayoristas Expomayoristas is a wholesalers association based Mexico City, comprised of 34 travel companies with more than 10 years in the market and trackable results in initiatives such as: Training seminars in main cities in Mexico EMI Magazine, online and print, distributed to the travel agencies Trade Shows and trade events As part of Visit California s strategy to join marketing partnerships and sales initiatives with tour operators that have a national reach and target direct consumer, we have participated at the anual Trade Show and Training Seminars that Expomayoristas organized as follows: City Date Venue Activities Schedule Guadalajara, Jal. March 1 Hotel Fiesta Americana Minerva Breakfast Seminary Trade Show 8:00-10:00 hrs. 10:00-12:00 hrs. 12:00-14:00 hrs. León, Gto. March 2 Hotel Fiesta Americana Breakfast Seminary Trade Show 08:00-10:00 hrs. 10:00-12:00 hrs. 12:00-14:00 hrs. Puebla, Pue. March 13 Hotel Presidente Intercontinental Breakfast Seminary Trade Show 08:00-10:00 hrs. 10:00-12:00 hrs. 12:00-14:00 hrs. México, D.F. March 14 Hotel Nikko México Breakfast Seminary Trade Show 10:00-12:00 hrs. 12:00-18:00 hrs. Visit California s presence: Booth at trade show Training seminars Visitor s Guide distribution 7

8 Guadalajara, JAL March 1 Hotel Fiesta American Minerva Attendees: 220 travel agents Puebla, PUE March 13 Hotel Presidente ntercontinental Attendees: 134 Mexico, DF March 14 Hotel Nikko Mexico Attendees: 600 travel agents 8

9 ONGOING ACTIVITY Travelocity Mexico FAM trip to Lake Tahoe As a result of the US Destination Battle held in 2011, where Lake Tahoe was the winner ski destination voted by the Mexican consumers consumers,, we organized a FAM trip for Travelocity to the destination for PR and promotional purposes. Maria Carmona from Visit California Mexico accompanied the group from March 7-10, Travelocity Mexico s General Director was very pleased to travel to the destination for the very first time and discover the high potential for the Mexican market. Itinerary: Wednesday, March 7, :00 PM 1:15 PM 2:00 PM 4:30 PM 5:30 PM Arrive at Zephyr Cove Tahoe Tahoe. Lunch. Get Suited up to Snow Mobile Snow Mobile from Zephyr Cove Resort Check-in in at Embassy Tahoe Manager s Reception at Embassy Tahoe Cocktails and Appetizers 9

10 7:00 PM Cocktail Cruise on the Tahoe Queen 8:00 PM Dinner at Riva Grill Thursday, March 8, :30 AM Breakfast at Embassy Tahoe 9:00 AM Meet Bill Cottrill/Kris Keesling for tour of the premises. 10:00 AM Arrive at Heavenly gondola 11:00 AM Skiing-photographs 1:00 PM Hosted Lunch at the New Tamarack Lodge at the top of the gondola. 2:00 PM Skiing-photographs 4:00 PM Return Rentals Check-out Heavenly Village 5:30 PM Manager s Reception at Embassy Tahoe Cocktails & Appetizers 7:00 PM Dinner at Echo Friday, March 9, :00 AM Depart Embassy Tahoe for Squaw Valley s Resort at Squaw Creek 9:00AM Arrive at The Resort at Squaw Creek Breakfast, tour, activity pictures 10:30AM Drive over to the Village at Squaw Take the Tram up to High Camp for lake views and pictures Olympic museum, ice skating rink, pool and hot tub High Camp 11:30PM Download the Tram and explore the Village at Squaw 12:15PM Depart for Northstar 1:00PM Pickup demo equipment at the Adventure Guiding & learning Center 1:15PM Hosted lunch at the Zephyr Lodge, Northstar s newest on-mountain dinning location. Skiing 3:00PM Head to the Tubing Hill located at mid mountain (Conrado, Victor & Maria) 4:00PM Après. Explore the Village at Northstar 5:00PM Northstar Lodging Check in. 7:00PM Walk over to the Highlands Gondola to transport you to The Ritz-Carlton, Lake Tahoe for a lodging tour and dinner. 7:15PM Tour the Ritz Carlton 8:00PM Dinner at The Ritz Carlton s signature restaurant, Manzanita 10:30pm The Highlands Gondola operates until 10:30 so that you can easily return to the Village. Saturday, March 10, 2012 Check out. 10

11 California Spokesperson Visit California Mexico works in coordination with our Country Director on developing the Spokesperson Program: itinerary and logistics for the photo and video shooting to take place in California between May 21-26, 2012, project outline, themes and scripts, deliverables, budget, etc. California Online Training Program Visit California continues the certification of travel agents in Mexico City by scheduled training sessions with tour operators and travel agencies and also ing campaigns to travel agencies countrywide. Total users in March 309 New users in March 38 Number of users active 43 Number of users completed(all courses) 81 March Training Sessions in Mexico City Total trained travel agents: 40 Mundomex 20 Julia Tours 20 Weekly ing campaigns for OTP: Date Sent: 03/02/12 Total s sent: 8,242 Opened: 30.2% Clicked Through: 9.3% March Sales Calls El Corte Ingles Viajes Palacio VIAGI Profesionales en Convenciones Viajes Olin Koch Overseas 11

12 Visitors Guide Fulfillment March: Travel Agents: 40 Events: 600 Consumer: 40 Total: 680 Ipad App promotion ing campaigns for the Ipad App: Date Sent: 02/26/12 Total s sent: 3,969 Opened: 33.1% Clicked Through: 9.1% Date Sent: 02/28/12 Total s sent: 3,969 Opened: 30% Clicked Through: 12% Webpage Traffic Report/ Concept January February March Unique visitors 424 1,351 1,800 Unique sessions 313 1,208 1,568 Page views 2,212 4,240 6,507 Avg page views Avg time (min:sec) 04:50 02:33 03:16 Bounce rate 37.5% 41.5% 41.3% 12

13 Traffic sources Search 77.22% Direct 9.00% Total referrals 13.78% Webpage Traffic Report / traveltrade.visitacalifornia.com.mx Concept February March Unique visitors Unique sessions Page views Avg page views Avg time (min:sec) 05:42 02:01 Bounce rate 41.6% 60.8% 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 February - March Media Value Report for February Phone/ Leads and Inquiries for February Media 1. Once TV 2. Mark Gultt (Glamour) 3. Valerio Negril 4. Alicia Boy (Boy de Viaje) 13

14 Media Value updated at March 2012 Fiscal Year July 10 June 11 Fiscal Year July 11 - June 12 Month Value USD Circulation Value USD Circulation July 41, , , ,270,329 August 586,499 11,525,000 57, ,195,747 September 20,847 58,000 94, ,749,885 October 90, , , ,763,196 November 28, , , ,036,495 December 31, ,000 48, ,278,945 January 71, , , ,304,807 February 78,783 12,830, , ,519,509 March 124,640 49,685, , ,468,273 April 215,416 36,153,754 May 107,781 1,565,668 June 84,335 14,915,499 TOTAL 1,482, ,909,725 1,345, ,587,186 14

15 What s New March,