HOW TO SELL CANCUN
CANCUN Phenomenal
BY ANNA MARIA ESPSÄTER …Is nothing less than a Mexican phenomenon. In the space of just 40 years it has mushroomed from a sleepy fishing village in the early 1970s to a large-scale resort with a population approaching the one-million mark. Whether your clients are looking to
make for the beach or to experience the variety of Mexican history and culture, Cancun is a good base, with easy access to the rest of the Yucatán Peninsula. This year is a particularly interesting
time for the area, with much media attention focused upon the Mayan 2012 'prophecy'. The prophecy has been interpreted by some to mean the end of the world is nigh, while others have put forward a more positive theory, whereby this year marks a time of great global transformation. Whatever the 'truth' it is safe to say the prophecy has led to increased interest in the Maya and the Yucatán Peninsula in general. British Airways started direct flights
from London Gatwick to Cancun in November 2010 and next month (June), Virgin Atlantic will follow suit with its own non-stop service from Gatwick. UK visitors have greatly increased and
numbers were up by as much as 89% in 2010. The Cancun Convention & Visitors Bureau, represented by Axis Travel Marketing in the UK, is planning a number of activities throughout 2012 to enhance the destination’s appeal to consumers and the travel trade and there are plans for
joint marketing initiatives with tour operator partners. It will also be launching a new trade event this spring and already has an online training programme, Cancun CTI, through which the trade can interact with the Cancun UK representatives. “Over 272,995 tourists flew into Cancun in January 2012, nearly 27,000 more people than in 2011,” says Jesús
Almaguer, CEO of the Cancun Convention & Visitors Bureau, and bookings predict this trend will continue throughout the year. “Our greatest sales barrier is the misconception of Cancun being solely a spring break destination. Very few recognise its quality and diversity. Where else can you swim with whale sharks in the morning and then explore 600 AD
relics in the afternoon?” Cancun is well-known as a world-class
sun and beach destination, and its beaches are still spectacular, despite some hurricane damage in recent years. But the area has also greatly diversified and there is a lot more on offer than your average beach package holiday. The diving and snorkelling options are excellent and golfing is very popular, as are spa holidays
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CANCUN • HUATULCO • LOS CABOS • NUEVO VALLARTA PUERTO VALLARTA • RIVIERA CANCUN • TULUM PUNTA CANA • LA ROMANA • MONTEGO BAY
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