Talking travel: tourism growth analyzed at Acapulco fair.

Over 2,500 buyers and sellers gathered at Acapulco's Convention Center this spring to negotiate travel deals at Mexico's biggest travel fair.

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Scores of travel stands outfitted in folkloric and modern themes welcomed delegates to the Tianguis Turistico, which was celebrating its 30th anniversary this year. During the four-day affair, a series of conferences examined--and expounded upon--the phenomenal growth in Mexico's travel sector, which ranks second worldwide in foreign-earned revenue.

Some examples of this growth were evident at the Tianguis. Punta Mita, an area of 1,200 acres with nine miles of beachfront north of Puerto Vallarta, announced it had been designated a travel destination for the first time. In other words, it is considered a destination separate from Puerto Vallarta.

"It's emerging as a destination for high-end luxury travel," Lynn Baristow, head of marketing for the new Punta Mita Tourism Board, said. "We expect a lot of development in the next five years."

Among the projects being developed for Punta Mita: a future 70-suite Rosewood La Solana; a 120-room Starwood brand, which most likely will carry a St. Regis flag; and a Pueblo Bonito. Starwood will also build a Jack Nicklaus signature golf course to be inaugurated in 2007. Punta Mita was also singled out for ecological excellence by the Mexican government in 2004 for its sustainable development program.

Starwood also revealed that it is installing a US$12 million fitness program in all Westin Hotels in partnership with Reebok. The program is called Westin Workout Powered by Reebok and it includes custom-designed workout rooms with LifeFitness and Precor strength and cardio equipment. In addition, Starwood will set aside US$10 million to go toward remodeling its 22 Mexican properties. The company also opened the Hacienda Puerto Campeche, a new member of the Luxury Collection, in Campeche City.

AMResorts, based in Philadelphia, is converting its Sunscape Tulum along the Riviera Maya into a Dream's brand with a top-to-bottom renovation. The project will expand the room count to 220 junior suites, add another pool, enlarge the spa, add new specialty restaurants, install a new lobby and includes placing robes and slippers in guest rooms. AM's newest properties are the Sunscape Puerto Adventuras and Secrets Excellence Riviera Cancun.

Tourism Boutique-Style

Mexico's own Boutique Hotels has added six new hotels to its portfolio. The new hotels are the Verana in Puerto Vallarta, the Villa@Merida in Merida, the Ana Y Jose in Tulum, the Playa Rosa Hotel & Casitas along the Costa Alegre, the Casa Linda in San Miguel de Allende and the Hacienda Sepulveda in Lagos de Moreno near Zacatecas.

These charming boutique hotels are primarily former historic buildings and range in size from seven to 70 rooms. John Youden, general director of the hotel group, also announced that Vallarta Adventures will now offer a 35-minute flight between Puerto Vallarta and Chemela, which is close to Las Alamandas, El Carreyes and the El Tamarindo properties along the Costa Alegre in northwest Mexico.

The Mexico Tourism Board, also known as the Consejo de Promocion Turistica, unveiled its new Brand Mexico (which consists of the word "Mexico" with each letter of the word highlighted in a different color). The colors represent Mexico's historical periods from the pre-Hispanic to the vice regal era.

Francisco Ortiz, CEO of the Tourism Board, said: "Now Mexico has a brand identity that truly communicates our country's positioning as unique, diverse and welcoming."

Related tourist sectors are being encouraged to adopt the logo (at right).

Fonatur (the National Tourism Fund, and the tourism development arm of the government) is partnering with the Loreto Bay Company to build village-style residential communities near the town of Loreto.

Over the next 10 years, 6,000 homes will be built around an 18-hole golf course, spas and other recreational establishments. Many of the homes will be on the market as rental properties to tourists. Homeowners and guests will also be able to take advantage of Loreto's fine sports fishing and small-town ambiance.

Fonatur is also involved in projects with hotel and golf development in the Costa Maya south of the Riviera Maya and a series of marinas along the Sea of Cortes in Baja California to draw nautical tourism.

Mexico City

Carlos Fernandez, director of marketing and sales for the Sheraton Centro Historico, presented a report on what's been happening with Mexico City's Historic Center renovations.

Dubbed the Zona Dorada of the nation's capital, the Centro Historico was once the heart of the ancient Aztec capital, Tenochtitlan. The first quadrant of the ambitious project is nearly done. This development is comprised of six new and remodeled hotels, new sidewalks and streets downtown and along Paseo de la Reforma, a new corps of tourist police and new cultural events.

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The next phase includes refurbishing traffic signs and creating more one-way streets. "We are a training school for the rest of Mexico," Fernandez said.

He also noted that among Mexico City's other attractions are its 636 hotels with over 47,000 hotel rooms and 1,200 restaurants spanning a range of cuisines. A record 10.5 million tourists visited the D.F. in 2004, he added.

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Meanwhile one of the city's main tourist attractions, the floating gardens of Xochimilco, has been slated for an upgrade. The renovations are scheduled to be completed by 2006. Water launches called trajineras will be spruced up, more attention will be placed on maintaining a clean environment and eco-circuits will be set up along the green areas of the channels. Xochimilco will also feature a terminal as part of a new southern route for the Turibus double-decker tour bus. Other new services also will be installed at the ecological park. UNESCO designated Xochimilco a Patrimony of World Humanity in 1986.

Officials from the port of Mazatlan announced they have applied to the United Nations for a similar designation for its Historic Center. The colonial downtown boasts early 16th century buildings, as well as monumental 19th century buildings, in addition to a historic cathedral, opera house and archaeological museum. A good part of the center has been renovated already and the program is ongoing.

No-Frills Flights

Click Mexicana, Mexicana's new low-cost air carrier, hopes to take flight in July or August. It will connect Mexico City with Saltillo, Nuevo Laredo, San Luis Potosi, Oaxaca, Ixtapa-Zihuatanejo, Huatulco, Tuxtla Gutierrez, Villahermosa and Merida. A fleet of modern Fokkers and AeroCaribe aircraft will fly the new routes.

Mexican Tourism Secretary Rodolfo Elizondo presided over the gala closing ceremony, with President Vicente Fox attending as the honored guest. Elizondo made a point of emphasizing the increased interest international buyers are demonstrating for Mexico.

For the first time ever, East Asia was heavily represented at the trade show as delegates from Japan, China and South Korea mixed with tourism providers. For example, during the fair, the Japan Association of Travel Agents (JATA) met with Elizondo to discuss mutual promotional activities. Approximately 20 million Japanese are expected to travel abroad this year, a representative of the group reported.

In another promising sign, Mexico was designated as an approved tourism destination for Hong Kong last year, and visa requirements to Mexico were loosened, allowing for 90-day visits. Mexico and China also signed a memorandum of understanding.

Mexican travel agencies interested in receiving groups from China will be contacted, Elizondo said.

"I am convinced that the great dynamism of the Asian economies and of tourism from that region of the world should form part of the global strategy of the Mexican government."

Patricia Alisau is a travel writer based in San Antonio, Texas. She lived in Mexico for more than 20 years and still travels extensively throughout the country.

Story and photos by Patricia Alisau