Q & A with Javier Aranda, Chairman of the Mayan Riviera Promotion Trust

The Mayan Riviera needs to put on a good promotional and advertisement show because even though it’s one of the most sought-after travel destination of the Mexican Caribbean, this hot spot is still fledgling and should be putting a message across to the rest of the world. Its attendance to the Madrid International Tourism Fair (FITUR) in January -under the Mexican Caribbean trademark- sought to beef up the inflows of European travelers, especially of Spaniards.

Q.- What’s major challenges lie ahead for the Mayan Riviera Promotion Trust?
A.- The destination itself is the biggest challenge. Even though it put good numbers on the board in 2006 with 31,000 guestrooms, forecasts indicate the destination could end up with as many as 34,000 hotel rooms in 2007, and it certainly needs them badly.

The Mayan Riviera needs to generate far more inflows of sunbathers in order to keep up the occupancy rates in such a coveted travel destination like this one. Everybody wants and needs the Mayan Riviera to move on further ahead and continue putting on a much better show in its outbound markets. In a word, the destination needs to paint a brighter picture of itself and pay more heed to its complementary niches.

Q.- Is FITUR the right fair in the right place to advertise a travel destination marked by large inflows of European tourists?
A.- Absolutely, and there’s a couple of reasons that come to my mind to explain why. First of all, because the outflow of Spanish tourists to the Mexican Caribbean, especially to the Mayan Riviera, has always been one to consider dearly. Secondly, because there are several Spanish hotel chains doing business in the region, and they’re going hand in hand with an increasing amount of tour operators. So, I believe this fair in Madrid is the right place to lure those markets and put our products in a better position.

Q.- There’s a lot of work going on for the unification of the Mexican Caribbean, yet some distinctions between Cancun and the Mayan Riviera still prevail. Will there be some kind of coordinated or joint effort by both destinations?
A.- Sure, because the greatest virtue about the Mexican Caribbean is its being a multi-destination with an image of its own, a character and a weight to carry in each and every outbound market. Cozumel, for instance, is a major American hangout, while the Mayan Riviera is mostly sought after by European trekkers. Nonetheless, the strategy for the whole travel destination is only one.

Q.- Is there any new action in the works that the Mayan Riviera Promotion Trust is planning to implement?
A.- The Mayan Riviera is a fledgling travel destination with only a dozen years under its belt. Yet it has matured in terms of image presentation and this is the right time to paint a much brighter picture of it and show it to the entire world. People out there need to know what this travel destination is actually all about and take a look at all the options it has to offer.

Through promotion and advertisement we manage to educate the outbound markets, so they can learn a whole lot more about this tiny travel destination called the Mayan Riviera.