Federal Tourism Secretary Claudia Ruiz Massieu presented the second phase of the campaign “Live it to Believe it,” promoting tourist destinations in Mexico on Thursday, November 6th, 2014.
The presentation took place during the World Travel Market 2014 in London’s Natural History Museum. The campaign’s first phase occurred in 2013 and consisted of publicizing tourist attractions in Vallarta-Nayarit, Cancun-Riviera Maya, Yucatán, Los Cabos and Mexico City. Having worked intensely to promote Mexico’s top destinations last year, the Tourism Secretariat (Sectur) has begun advertising attractions in Chiapas, Guanajuato and Oaxaca.
At the World Travel Market 2014, Sectur representatives showed spots featuring cultural and recreational activities in Mexico to over 500 members of national and international tourism sectors. Mexico is a diverse country offering unique experiences to its visitors, Sectur said in a press release.
One of the many goals Sectur expects to achieve with the “Live it to Believe it” campaign is to generate a greater tourism revenue by showcasing Mexico as a modern, sophisticated and authentic destination with an incredible variety of activities that visitors must “live to believe.”
The Mexican delegation was made up of Ruiz Massieu, Tourist Council Promotion Director Rodolfo López Negrete, Quintana Roo Gov. Roberto Borge Angulo and state tourism secretaries.
Promotion material shown at the World Travel Market 2014 also included videos highlighting Mexico’s multifaceted gastronomy and its position as one of the best destinations for food travel in Latin America thanks to the uniqueness and variety of its traditional cuisine.
Sectur has signed an agreement with The World’s 50 Best Restaurants and Restaurant Magazine to host the Latin America’s 50 Best Restaurants event in 2015 and 2016.
Ruiz Massieu said that Mexican restaurants are among the best in the world and hosting the event will elevate Mexico’s profile as a top gastronomic destination for the most demanding palates.
She added that in 2010 the United Nations Educational, Scientific and Cultural Organization inscribed Mexico on the Representative List of the Intangible Cultural Heritage of Humanity.
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