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Alfonso Sumano Lazcano Regional Director for North America March 1 st , 2011

Alfonso Sumano Lazcano Regional Director for North America March 1 st , 2011. 22.7 Million Tourists in 2011. Mexico is the #1 Destination for American Travelers. 97% Satisfaction rate of those who visited Mexico. 99% Of travelers to Mexico would recommend it to friends and family.

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Alfonso Sumano Lazcano Regional Director for North America March 1 st , 2011

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  1. Alfonso Sumano Lazcano Regional Director for North America March 1st, 2011

  2. 22.7 Million Tourists in 2011

  3. Mexico is the #1 Destination for American Travelers • 97% Satisfaction rate of those who visited Mexico • 99% Of travelers to Mexico would recommend it to friends and family. • 2011 HIGHEST RECORDED MARKET SHARE • 17% Of American Outbound Tourists to Mexico

  4. OUR CAMPAIGN Fully integrated national campaign with Emphasis on Beach Destinations Two pronged approach: • Support to destinations (Institutional Campaign) • Close the gap between perception and reality

  5. OUR CAMPAIGN Expats & Tourists AT THE DESTINATIONS • Real People telling REAL stories • Build Credibility through authentic travel

  6. MEXICO TAXI PROJECT

  7. INTERNATIONAL ARRIVALS 2008 - 2011

  8. TARGETING THE HISPANIC MARKET 2.3 Million Companies in the USA are owned by Hispanics. – which represents a 43.7% increase between 2002 and 2007. (Info by Survey of Business Owners - Hispanic-Owned Firms, 2007). About 45.8% (1 million) of these companies registered in the study are Mexican owned. According to the US Census Bureau, the Companies owned by Hispanics focus mainly on: 15.5% Construction 14.9% Repairs and Domestic Services 13.9% Administration and support, and waste Management and remediation services (toxic wastes) 10.4% Health and Social Services 8.9% Transportation and Storage services 36.9% Other industries

  9. TARGETING THE HISPANIC MARKET According to the Selig Center for Economic Growth, form the University of Chicago, Hispanics managed a $951 billion dollars spent in 2008, which represents 8.9% of the total buying power of the US population. According to the Hispanic Market Monitor in regards to the Hispanic buying power in the coming years: 2013 = $ 1,389 billion USD 2017 = $ 1,829 billion USD - New York is the state that registers the biggest growth of Hispanic businesses in the country. Just the Bronx recorded a 37.6% growth in hispanic businesses in between 2002 – 2007 (the biggest in USA). -

  10. TARGETING THE HISPANIC MARKET What are the general Marketing Objectives? OBJECTIVE To maintain the Market Share % in the US Hispanic Market as that of 2008/2010 Have Traveled to Mexico: TOM Mexico 39% / Italy 4.8% / Spain 3.4% / Dominican Republic 4.2% SOM Mexico 48% / Italy 8% / Spain 7% / France 7.3% / Dominican Republic 7.4% Brand Awareness: TOM Mexico 37% / Spain 9% / Italy 8% SOM Mexico 50% / Spain 25% / Italy 26%

  11. TARGETING THE HISPANIC MARKET GEOGRAPHIC CONSIDERATIONS Tier 1 Markets Los Angeles / Long Beach / Santa Ana / Riverside / San Bernardino Chicago / Naperville Houston / Sugarland / Baytown Dallas/Ft. Worth / Arlington San Antonio New York / Northern NJ / Long Island Tier 2 Markets Las Vegas Austin Portland, OR / Vancouver, WA,/ Beaverton Miami Atlanta Tier 3 Markets Washington, DC Philadelphia TARGET AUDIENCE Avg. age is 44 y.o., HHI 50 K+ Mexico is the preferred tourist destination by 51% of US Hispanics SEASONALITY/SCHEDULING (including start and end of advertising) Hispanics travel on vacation in July – August and November – December COMPETITIVE BACKGROUND Hispanics 55 + take Spain, France and Canada as preferred destinations

  12. THANK YOU… GRACIAS!  For further information, please contact the Mexico Tourism Board, Regional Office for North America at: 152 Madison Ave. Suite 1800 New York, NY 10017 Tel. (212) 308 2110 Fax. (212) 308 9060 email: mtbamericas@visitmexico.com

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