“We’re three destinations in one: the Caribbean, Mexico and the Mayan culture”

Even though the influenza breakout that hit Mexico during the first half of this year delivered a hard blow to Cancun, the celebrated travel destination staged a comeback and by the summer its occupancy levels had rebounded. And prospects for the winter are looking good. This is what Mr. Almaguer said in this interview with Excelencias.

What has been Cancun’s promotional strategy this year following the flu epidemic that pounded Mexico? Basically we have focused on the U.S. market, the domestic market, the Canadian, the South American and the European markets, always giving a feeling of business as usual, with concrete and accurate news updates. At the onset there was some confusion over the numbers, the figures, and this only prompted more uncertainty, we set out to win back the confidence of all main markets for both Cancun and the Mexican Caribbean. Is this confidence index actually rebounding now? How can it be perceived? It can be perceived in our summertime occupancy levels, and the perspectives for the winter season beginning in December, which are looking good. Unlike other destinations, our occupancy levels fared pretty well and we hope it could only get better in the months ahead. What other strategy do you have in store to encourage this sector? What market niches will you zero in on? We’ll be homing in on all of them. Our niche breakdown is pretty accurate, so we know what segments we’re looking for: MICE, sun and beach, archeology, spa, health and wellness, golf, and the like. We have several groups of products we’ll be promoting soon, plus a long list of over 200 daily activities to be conducted in the destination, where visitors can find offers for each and every one. That’s what singles out Cancun from the rest of the Caribbean travel destinations, in addition to the fact that we’re three destinations in one: the Caribbean, Mexico and the Mayan culture. Out of those 200-plus activities, what are the most important ones? There’s a little bit for everyone, from water sports, cultural tours, archeology and adventure tourism to ground tours, cruises and high-impact tourism. There are activities galore. What about MICE tourism? Around 20 percent of out incoming tourism belongs to incentives and conventions, therefore this is a very important market to us. What does this amount to in economic terms? It’s roughly $1 billion a year we’re talking about. How are your relations over here in Quintana Roo with the Caribbean Hotel (CHTA) and Tourism Association and the Caribbean Tourism Organization (CTO)? Obviously, the Cancun and Riviera Maya Hotel Association belongs to CHTA, and we’ve signed information exchange agreements with CTO in terms of figures and statistics. We work very closely with them because we’re a very active travel destination within the Caribbean region. What do you make of Brazil? How are the Argentine market and all of South America faring? To us, the most important markets in South America are just those two nations and Chile. Moreover, with all those flights in the offing, it’s now twice as much important for us to keep those markets in the crosshairs, especially in the face of this upcoming winter season. What are those flights you’re talking about? There are several Aeromexico flights in the works and Mexicana will also operate a flight out of Buenos Aires. Chile is opening up a direct route between Lima and Cancun, so all this is forcing us to put more of our smart money on South America. And Panama? Panama is equally important to us. Copa, by the way, is the airline that gives us more connectivity to Cancun. And how is the wedding and honeymoon market doing? The wedding and honeymoon market in the Caribbean has turned out to be pretty important. It accounts for over 18 million guestrooms/nights every year for the region. Cancun’s market share is in the neighborhood of 20 to 25 percent, so it’s indeed very attractive for us, let alone that a weeding stands for $45,000 to $60,000 per event, and that’s highly important.

Our niche breakdown is pretty accurate, so we know what segments we’re looking for: MICE, sun and beach, archeology, spa, health and wellness, golf, and the like. We have several groups of products we’ll be promoting soon, plus a long list of over 200 daily activities to be conducted in the destination, where visitors can find offers for each and every one.