Where have all the edecanes gone? Acapulco tones down its annual booze-laced Tianguis fair to talk turkey on tourism. (Conference Roundup).

ACAPULCO--Once known principally for its dazzling array of edecanes (hostesses) and mind-numbing cocktail hours, "Tianguis," the world-famous tourism fair held annually in Acapulco, has sharpened its image and, the industry hopes, its claws.

Nicknamed "Pachanguis" (party time) in the 1990s for its four-day offering of hell-raising, boozy, slap-and-tickle fun for all, Latin America's largest tourism industry event is no longer just a party associated with philandering businessmen.

Wrapping up on April 2, the 28th Tianguis turistico was marked more by hard statistics than free margaritas. Instead of shaggy-haired journalists hiccupping on the phone and company directors eyeing attractive female figures, men and women alike were actively identifying problems, strategies and new markets for the nation's third-largest industry.

Tourism Secretary Leticia Navarro was a strong presence, delving into tough topics such as how to conduct sensitive tourism promotion in the United States while Mexico's northern neighbor is at war. Maria Elena Mancha, director of Mexico's Tourist Promotion Board, presented "Tianguis Online," an interactive space for buyers and sellers, extending the events' services beyond the traditional four hectic days.

Technological innovations were omnipresent, along with new systems to measure productivity and follow up business appointments. Ten seminars and numerous press conferences were coordinated with few setbacks, and National Trust for the Development of Tourism (Fonatur) CEO John McCarthy signed an agreement to develop Acapulco and the Coyuca de Benitez area over the next 25 years.

In President Fox's virtual speech at the event's closing, he emphasized that Mexico is the world's eighth most popular tourist destination, with the tourism sector generating more than 8% of the nation's GDP. Tourism is Mexico's third largest moneymaker and accounts for nearly 6% of the country's total employment.

"Last year, national tourism generated US$62 billion, while US$9 billion came into the country from international tourism, an increase of 6% over 2001 and a new record," Fox said. However, jitters about the Iraq war seemed apparent, as many reserved seats were conspicuously empty despite official statements that there had been no cancellations.

For others, a visibly leaner Tianguis was merely a sign of increased modernization and professionalism. There were fewer eager faces hanging out for freebies, and more participants attending only those events pertinent to their particular field.

In addition, the new concept of Tianguis online, which offers a registry of wholesalers, travel agents and service providers, may have reduced some tourism professionals' need to attend the event, although Mancha denied the interactive Web site would make the springtime fair obsolete.

"Tourism is a human industry--an industry of peace and of human contact, for which there is no substitute. So I am confident that people will still come," she said. According to official statistics, this year's Tianguis showed an increase from 2002 of 35% in business appointments made between tourism players, with 16,500 appointments over the course of the government-sponsored event.

Cabinet member Navarro admitted the tourism industry could suffer a revenue decline due to the war in Iraq, but Fox touted the nation's image as a safe tourist destination and predicted fear of travel could even be beneficial for Mexico.

"Many tourists are reducing the distance of their travels and choosing destinations that are closer and safer," he said. "For our North American friends, for example, today Mexican destinations are closer than ever."

Although the atmosphere was more professional this year, the fanfare and gimmicks characteristic of years past were still visible. The most aggressively eye-catching edecanes--a buff pair of women decked out in teeny white shorts by day and tiger-print micro-skirts by night--were well over the top, and they seemed to embody the girl-as-decoration anachronism so prevalent in Mexico.

Among the more conservative offerings, Quintana Roo should be recognized for best gastronomical concoction with "Shrimp Xtabentun" (sauteed in a honey liqueur particular to the region), while Michoacan stood apart for the best promotional gift--an exquisite Monarch butterfly brooch that every woman seemed to want. The host city of Acapulco also distinguished itself for its unique blend of nostalgia and joie de vivre, with just a hint of decadence.

Checking in

Top Beach Spots        Tourist arrivals (in thousands)
                      Nationals             Foreigners

1995                    1406                    375
1996                    1557                    337
1997                    1513                    346
1998                    1662                    236
1999                    3665                    561
2000                    1777                    401
2001                    1780                    417

Cancun
1995                     489                   1666
1996                     473                   1833
1997                     554                   2086
1998                     647                   2005
1999                     747                   2072
2000                     789                   2254
2001                     808                   2178

Ixtapa Zihuatanejo
1995                     230                    122
1996                     257                    158
1997                     232                    165
1998                     211                    152
1999                     209                    140
2000                     248                    144
2001                     284                    128

Los Cabos
1995                     59                     390
1996                     69                     479
1997                     80                     595
1998                     80                     392
1999                     78                     442
2000                     82                     464
2001                not available          not available

Puerto Vallarta
1995                     468                    362
1996                     387                    490
1997                     404                    531
1998                     453                    510
999                      514                    586
2000                     510                    873
2001                     669                    534

Source: Tourism Secretariat

Barbara Kastelein writes about Mexico travel and tourism for Fodor's Travel Publications, Conde Nast Traveller (UK) and the Sunday Express newspaper of London.