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Mexico tourism board launches campaign to counter negative travel alerts

Travellers planning holidays in Cancun and Mexico are being urged to ignore travel alerts which portray the region as a dangerous country as Mexico launches an ad campaign to restore its image within the tourist industry in the United States.

Mexico tourism board launches campaign to counter negative travel alerts

This week Mexico launched a vital ad campaign which officials hope will help restore the country's image and reputation within the tourist industry after recent travel alerts in the United States warned travellers to stay away from the country.

Rodolfo Lopez-Negrete, Mexico Tourism Board CEO, said: "Those travel alerts that were headlining 'If you want to stay alive, don't travel to Mexico,' we felt they were not only totally inaccurate but irresponsible."

Mexico is putting millions of dollars into its ad campaign to spend on billboards and print media ads in the United States, showing images of its beautiful pristine beaches and ancient pyramids to entice travellers to book Mexico and Cancun holidays.

Despite many American tourists being scared away from booking holidays in Mexico because of the drug wars in some parts of the country, Lopez-Negrete said that their visitor figures were similar to those of 2008. He explained that revenues were down but this was due to many Mexico and Cancun hotels offering significant discounts to encourage wavering tourists.

"We were able to drive volume upwards at a cost of lower pricing but we are happy with that because as in any other business, volume comes back first, then you start escalating to the proper pricing," he said. "That's the strategy."

The country's drug violence is happening far away from the tourist areas such as Cancun, Huatulco, Ixtapa, Puerto Vallarta and Los Cabos and Lopez-Negrete is urging U.S authorities to be more specific and accurate in their alerts. Over the Easter period, a U.S. State Department advisory urged U.S travellers to avoid all but essential travel to ten states in Mexico including its capital city, due to "ongoing violence and persistent security concerns."

Tourists taking holidays in Cancun, Puerto Vallarta, and the Riviera Maya can relax within the luxury Caribbean holiday resorts including global hotel chains such as InterContinental Hotel Group, Sol Melia, Hilton Hotels, Starwood Hotels and Resorts, and AMResorts.

"The appetite continues to be there, because investors know tourism has always been very profitable in Mexico and the quality and value is second to none," Lopez-Negrete added. "There is confidence in initiatives President Calderon has taken."

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