Mexico Tourism Board: Your Partner in Business

Mexico Tourism Board: Your Partner in Business

The Mexico Tourism Board (MTB) has always been a trusted source of information and connections for meeting planners. Over the years, their successful events have kept Mexico at the forefront of the international meetings market. Today, the MTB is more committed than ever to increasing their share of this growing industry by putting in place a holistic strategy to help Mexico’s destinations continue to attract high-quality meeting and event planners from around the globe.

Aware that the meetings market needs to be approached through a very specialized integrated marketing strategy, the MTB is reinforcing their core team, refocusing their strategic partnerships with global meeting industry organizations, is paying close attention to their client advisory board members, changing their narrative into a more economic-knowledge oriented message to the key decision makers and is starting to utilize Mexican influencers to attract all types of events.

The latter, known as the National Ambassador Program, is a project that identifies Mexican leaders in different economic and scientific fields who can use their international influence to attract global congresses to the country. According to Eduardo Chaillo, CMP, CMM, CASE and CEO of Global Meetings & Tourism Specialists, who has been retained by the MTB as a consultant to help them implement this strategy, this program “also implies the need to equip these civil society influencers with marketing tools, official support and the social recognition necessary so they can be successful in their endeavor not only to bid for their events on behalf of Mexico, but also to share testimonials and become part of the country brand promotional army.”

The expansion of the meetings industry within the country will also be guided by a National Bidding Committee, a group of experts who will collectively decide on which events to bid on, what support to allocate to each one of the potential events and even which destinations or venues to engage for each specific opportunity. To ensure fairness across the board, the committee will be made up of representatives from all the private and public players in the meetings industry chain, from the presidents of Mexico’s meeting industry associations to those who market the country’s main destinations; representatives of public institutions such as the Ministry of Health, ProMexico (the federal government agency that promotes international trade and investment) and the Ministry of Foreign Affairs; top airline and hotel executives and more.

The additional focus on the “industry” equation of the meetings and events sector has resulted in an “economic cluster approach” when it comes to defining which regional economic activities are key to allow for a more conducive context for these events. “For years we’ve been promoting our destinations from an infrastructure viewpoint (hotels, convention centers, direct flights, attractions, etc.), which is fine as a first approach,” said Chaillo. “However, an increasing number of association and corporate clients want to know more about local communities, knowledge and economic assets in order to connect more profoundly with their constituents through content and context.” According to Chaillo, the idea is to identify—from an economic or academic standpoint—which destinations should approach which specific vertical markets. In other words, holding oil and gas events in destinations such as Veracruz and Campeche, IT trade shows in Guadalajara, automotive events in the Central corridor or biology related conventions in Baja California.

One of the most important ingredients in the MTB’s renewed emphasis on the meetings industry is developing that relationship of trust between the buyer and the supplier communities. This means ensuring everyone speaks the same business language. The MTB is ready to serve as the connection between global demand and national supply by investing in strengthening the professional bridges between the two communities by stimulating international certification processes (See: Strategic Partnerships: Accelerate Your Success) that increase the country’s collective competitiveness in the marketplace.

With all these programs in place and with the help of industry leaders—as well as testimonials of the meeting professionals who have enjoyed successful experiences in Mexico—there is no doubt this country is poised to regain its position as the most important meeting destination in all of Latin America.


To contact the MTB in the US call (800) 44 MEXICO; elsewhere dial 52 (55) 52784200 ext. 3040, 1513 or 3001.

To contact the Mexico City Meetings and Convention office via email, please write to:

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