Mexico presents campaign in São Paulo and reinforces strategy to expand participation in global tourism

In São Paulo, Mexico presented its new tourism promotion campaign at an event held alongside WTM Latin America, ahead of the trade show's opening at Expo Center Norte. The meeting, held at the Renaissance Hotel on the 14th, brought together authorities from both countries and professionals from the travel industry.

The initiative, titled "Mexico Is in Fashion," is part of a broader international repositioning strategy, focusing on diversifying offerings and expanding source markets, especially in Latin America.

The country has maintained a visa requirement for Brazilians since 2022, but allows entry through electronic authorization for short-haul air travel, in addition to exemptions for holders of valid visas from the United States, Canada, or countries in the Schengen Area. The issue remains under discussion, with no decision yet on any possible easing of restrictions.

During the event, the Mexican ambassador to Brazil, Carlos García de Alba Zepeda, stated that the introduction of electronic authorization has impacted demand. According to him, there has been a 460% increase in the issuance of permits since the measure was adopted.

The Consul General in São Paulo, Cláudia Velasco Osório, highlighted the role of tourism in the bilateral relationship and the importance of Brazil as a source market. According to her, the consulate has been working to support travelers and tourism agents, including in matters related to visas.

Representing the Mexican Ministry of Tourism, Miguel Aguiñiga presented the strategy for expanding tourism offerings, highlighting segments such as cultural, gastronomic, sports, and community tourism. He mentioned that the country has more than 45 million international visitors and aims to move from sixth to fifth position in the global ranking.

Among the highlighted projects is the Mayan Train, which connects tourist destinations in the south of the country, as well as preparations for the 2026 World Cup, when Mexico will be one of the host countries.

The 13th edition of WTM Latin America takes place from April 14th to 17th at Expo Center Norte in São Paulo, bringing together destinations and companies in the sector seeking commercial agreements and market expansion.

Also participating in the meeting was Diana Pomar, director of DGX International Travel, advisor to WTM Latin America and member of the BRAMEX Business Chamber.

The campaign launch takes place against a backdrop of increased competition among international destinations, with strategies focused on segmenting demand and increasing the average length of stay for visitors.

Source: Mary de Aquino.