Tourism fuels many economies. The money they receive is vital to their overall survival. If the tourists stop coming than it can be a potential disaster.
Mexico is feeling the pressure now that many tourists have decided to go elsewhere. They have always had a strong tourist turnout for the incredible weather and beaches. The history and Mayan archeology also brings in the visitors.
The situation has changed. The overwhelming amount of stories concerning gang violence, drug trafficking and the injury and death to tourists means many have decided it's not worth the risk and are choosing other destinations.
The new CMO Geraldo Llanes is hoping to change the picture. He wants to show people that there are areas of the country that can be dangerous, but not the entire country. His comparison is to show there are parts of the U.S. in our major cities that can be hazardous but that doesn't stop people from visiting other locations.
One way he is looking to do this is to use social media. They are emphasizing this for the word of mouth factor. They know people will talk and if they can talk to other Americans who have visited the country and share their experience it might make them more comfortable to do the same.
The one to one connection with people like you is what they want to emphasize. This isn't the Mexican government telling you that it's safe to come visit; this is your fellow Americans and neighbors giving their approval.
It's too early to tell if this will have any effect. It's a tough sell when there are still stories in the news about violence and problems competing with the message. From a marketing perspective it is interesting to see them cut back on traditional media and banking on the power of social media to turn around the situation.
What do you think; would you travel to Mexico now? Would talking to other Americans have an influence?