Mexico, Partner Country of Poland’s World Travel Show,
Unveils New Marketing Campaign ‘A World of Its Own’
Expanded flights and partnerships have created 26% increase in visitors from Poland in 2017
WARSAW, October 20, 2017. As a result of the state visit of Andrzej Duda, President of the Republic of Poland, to Mexico in April this year, and in the light of a joint declaration "Strengthening of economic ties between Poland and Mexico is crucial for the further development of bilateral relations", the state Presidents Andrzej Duda and Enrique Pena Nieto signed in the capital of Mexico, Mexico is the invited partner country for the second edition of World Travel Show (WTS) and will participate in the Ptak Warsaw Expo to be held in Warsaw, Poland, from October 20 to 22. During the exhibition, Mexico unveils its new global marketing campaign, “Mexico, A World of Its Own,” the next chapter in Mexico’s tourism positioning and promotion that highlights the country’s vibrant, multi-faceted experiences that keep visitors coming back to Mexico. In 2016, Mexico received nearly thirty thousand visitors from Poland, a 5.3% growth compared to 2015 and, as a result of increases in connectivity and industry partnerships, Mexico has seen a 26.7% growth in visitors so far in 2017. Visitors from Europe, also so far in 2017, have also seen growth of 10.2%.
“There is an impressive growth trend in Poland and we are working to expand this further,” said Hector Flores, CEO of the Mexico Tourism Board. “We are honored to partner with WTS and the Ptak Warsaw Expo to strengthen Mexico relationships with the industry and generate broad awareness with consumers from Poland and the region. Our new campaign, ‘A World of Its Own’, is an invitation for travelers to immerse themselves in everything that Mexico has to offer and an expression of friendship with the people of Poland.”
The “A World of Its Own” positioning focuses on the scale and diversity of Mexico’s tourism offering and comes at a time when Mexico has climbed from the 15th to the 8th most visited country in the world (source: UNWTO) between 2012-2016, significantly outpacing the global industry average in terms of growth. The campaign content and messages have also been designed to be customized by market, consumer segments and according to Mexico’s tourism products including sun and beach, romance, adventure and nature, medical and wellness, LGBT, cruises, culture, high-impact events, luxury, sustainability and gastronomy.
As part of the integrated campaign, the Mexico Tourism Board will present it’s “Dear Poland” video, an open invitation to the people of Poland to visit Mexico. The concept was developed based on research which shows that Mexico is recognized as one of the friendliest and most welcoming countries in the world; and that Mexico has much in common by way of connections, interests and mutual passions with Poland.
In addition to Mexico’s attractiveness as one of the world’s top tourism destinations, the continued growth in international air connectivity is a major factor in the potential for Mexico to outperform the international tourism industry. The expansion of direct air connectivity from Poland to Mexico was a major focus of the Mexico Tourism Board during the World Travel Show. In 2017, the first direct flight from Poland to Mexico launched: TUI airlines began flying a non-stop charter from Warsaw to Cancun in the summer season. Expansion in direct flights will general mutual tourism between Mexico and Poland.
Visitors to Mexico are often amazed by the colorful, magical and, even, surreal aspect of Mexico which has attracted explorers, artists and philosophers for thousands of years. This is what Salvador Dalí, the acclaimed and eccentric Spanish artist, sarcastically claimed about Mexico: “There is no way I am going back to Mexico, I can’t stand to be in a country that is more surreal than my paintings.”
Nothing captures this surrealism more so than the Día de Muertos (Day of the Dead) season, which starts at the end of October and goes through early November. World Travel Show attendees can experience part of this magical celebration at the Mexican Pavilion in Hall E where they will find traditional altars honoring the deceased with flowers, decorations and their favorite food items, as well as have the opportunity to have their face painted in a style used during the celebrations each year. This joyous tradition has evolved over thousands of years and honors and remembers loved ones who have departed with, food, flowers, and festivities that symbolize how the dead still dance and celebrate among us.
In another example of Mexico’s collaboration with Poland during this period, the works of Mexico’s most famous artists of the 20th century, Frida Kahlo and Diego Rivera, are featured in a special exhibition in Poznań through January 21, 2018.
The Mexico Tourism Board’s Chief Marketing Officer, Emmanuel Rey, added, “It’s time for Mexico to connect with travelers on a more personal level, now more than ever. ‘A World of Its Own’ will both engage consumers by sharing the breadth of experiences Mexico has to offer and, more importantly, challenge travelers to live life to the fullest, awaken their drive to imagine and ensure travel is an important part of how they discover the world and themselves.”
For more information about Mexico, please go to www.visitmexico.com.
