Considering the challenges everyone has faced this year, that old adage about the only constant being change could easily be applied to the world of the meeting planner. The shifts in today’s marketplace have affected Mexico as much as anywhere else in the world. But the good news is that while the problems may have been great, much of the change is for the better. With renewed commitment to provide value and service, and unprecedented efforts to upgrade and expand infrastructure, Mexico has become even more competitive for those event dollars.
Looking at the long-term, big picture, Mexico is increasingly well-poised to host international events, conferences, conventions and incentive groups, according to Eduardo Chaillo, regional director for the U.S. at the Mexico Tourism Board.
"Mexico has changed dramatically in the last 10 years," he says, "thanks to the efforts that the different levels of government have made together with the CVBs, DMCs and suppliers."
Indeed, Mexico is making a pretty good case for bringing groups across the border. With increased marketing efforts, value-priced group options, new facilities and improved infrastructure, more Mexican destinations have become viable options for planners.
"Now, beach resorts are capable of hosting greater events, as well as smaller destinations that have developed more capacity for meetings or incentive groups," Chaillo says. "Different states are expanding their convention facilities, and we continue investing in the education process of our event organizers and suppliers."
The nation now has some 39 major venues, 59 international airports and 28 domestic airports. The Mexico Tourism Board’s website, www.visitmexico.com, now offers Meetings Online, a tool for planners to submit RFPs and check out properties and destinations. Some of the biggest incentives for planners considering Mexico are the favorable exchange rates and the zero-tax initiative that eliminates the value-added tax (VAT) for facilities, services and food and beverage related to meetings, conventions, congresses and expos. This helps to make the destination even more attractive to increasingly budget-conscious planners.
"One of the trends I’m seeing now is [greater emphasis on] value and service," says Adam Lawhorne, president of Meeting Incentive Experts in Oakbrook Terrace, Ill., which specializes in Mexico programs.
"People can spend more money as a planner [on the event], thanks to the 10 percent VAT tax exemption," he says. "They can take that 10 percent and build up their budget and pretty much do the same program that they could do before the economic crisis was happening."
This year has been a trying time for just about every business and every region of the world. Mexico hasn’t escaped its share of difficulties; in addition to economic woes, the nation has had to deal with the H1N1 flu scare and drug-related violence in some areas. But government officials have made an effort to keep travelers—and planners—informed about the reality of each situation. The Mexico Tourism Board established a website, www.mexicoupdate.com, that is updated twice a day. And officials have emphasized the safety of the most popular meetings, business and tourism destinations.
"Mexico is the 10th most visited tourist destination in the world and is a very large country, with many safe destinations to visit and enjoy," Chaillo says. "The violence associated with drug trafficking organizations was isolated in five cities that are located on the border with the U.S., far away from tourism destinations. We suggest using common precautions as when traveling to any foreign country."
As for H1N1 flu, the initial media frenzy died down as it became clear that this was not as big a public health threat as originally feared, and government health officials stepped up education and prevention efforts as a vaccine was prepared.
The global economic situation continues to be the most pressing issue, according to Chaillo.
"The state of the world economy is the biggest challenge not only for the travel industry in Mexico but for all the countries," he says.
To more effectively deal with the situation, the Mexico Tourism Board has teamed up with suppliers, convention and visitors bureaus and other organizations to educate and provide a more united approach to training, service and promotion.
"The current economy gives us the opportunity to get the North American events that were planned for Europe, Asia or even South America," he says. "Mexico is a good option for the industry since planners will get more value when holding a meeting or event, or bringing an incentive group to Mexico."
When it comes to planning meetings and events, Mexico’s allure is likely to increase as conditions continue to improve, according to Chaillo.
"It has been a tough year for our industry," he says. "However, we keep working on promoting our country. We are aware of the economic situation and we want to be sympathetic with the meeting planners, to understand their objectives and expectations and to adapt to their needs." To that end, Mexico continues to entice a wide range of groups with its sophisticated infrastructure, beach destinations, bustling commercial cities, Spanish Colonial mountain towns, archaeological ruins, arts and cultural treasures, and natural lures.
