Mexico Sales Mission 2014
The Mexico Sales Mission is a cost-effective and excellent opportunity for California-based entities to promote their destinations and products to the country’s leading travel professionals while increasing enthusiasm, new distribution points, and sales for buyers and sellers. With over 3,000 agencies in Mexico City and Guadalajara, these two cities are home to the trade’s primary influencers and market movers.
The travel trade program will contain breakfasts and table-top trade shows designed to educate travel agents and the industry in the primary markets. Additionally, 2 B2B industry events will provide a platform to engage with wholesalers, retailers, airlines and key commercial partners in both Mexico City and Guadalajara.
The PR program will include an exclusive cocktail reception in Mexico City to reach top tier media and influencers (TV, print, online and radio).
Mexico is the leading source of international travelers to the State of California, with 6,9 million visitors in 2012. Air travel from Mexico alone accounted for 504,135 travelers to California in 2012, registering an increase of 6% YOY, and collectively air visitors spent $498 million in California and overall spend is an impressive 2,6 billion US that same year. Leisure trips from Mexico are projected to grow 4.1 percent in 2013.
Mexico is a growing economy, with a strong aviation industry and a growing middle-class consumer market. Inflation is decreasing, making outbound travel more attractive. Additionally, stable currency and low unemployment continue to make Mexico a strong market for California.
Mexico has the region's second largest online retail market in Latin America, with US$1.2bn in sales per year, and the fastest-growing internet penetration rate in the region. As more Mexicans obtain internet access, online sales are projected to nearly triple to U$$4.4bn by 2016. (AT Kearney's retail e-commerce index).
Air capacity to California has increased during 2013 with the addition of new frequencies to the existing routes with Aeromexico and Volaris, mainly from secondary markets, such as Guadalajara and Leon.
Travel agencies continue to have a very important presence in the consumer’s travel decision and purchase process, while adapting to a more demanding market and online world in order to keep themselves competitive and increase business as well.
Visit California is focused on the target audiences of Family & Kids (high-end families with kids 14 and under); Couples (high-end, upscale young couples); and the General Market (high-end consumers, all ages).
Trip Information and Booking Sources
Travel information sources Travel booking methods (air)
Travel agencies 39% 43%
Airlines direct 29% 25%
Tour operators - 1%
Personal computer 44% 27%
Target Audience & Reach
• Mexico and Guadalajara-based Top US selling Tour Operators
• Mexico and Guadalajara-based Top Travel Agents
• Reach of minimum 220 top travel agents
• Reach of 30 top Tour Operators & CAB members
• Key airline representatives