VC Mexico - Feb 12 Report - California Tourism Industry Site

Visit California Mexico
Monthly Activity Report
February,, 2012
TABLE OF CONTENTS
1. General Market Overview…………………………..……………….….Page 2
2. Travel industry and key events…….………………………………..Page 5
3. Ongoing Activity……………….…….………………..……………………Page 8
4. Public Relations ……………………………………………………….….Page 13
2
GENERAL MARKET OVERVIEW
Mexican Economy
Elections in July 2012
Unemployment Rate:
Consumer Price Index:
GDP Growth:
4.90% January 2012.
0.71% January 2012
Monthly Variation (4.05% annual cumulative variation)
3.6% January 2012
Source: INEGI/Banco de MEXICO
Current Exchange Rate
1 USD = 12.82 Mexican Pesos (Average rate for January)
Source: Banco de Mexico
Market News
Meeting Industry Applauds as U.S. Fast-tracks Visa Improvements
http://www.meetingmentormag.com/february-2012/meeting-industry-applauds-as-u-s-fast-tracks-visaimprovements/
Thu, Feb 14, 2012
One of the key actions stipulated in the Executive Order that President Barack Obama signed
just weeks into 2012 is to “improve visa and foreign visitor processing.” Putting this goal on a
fast track drew a standing ovation from associations representing the meetings, business
travel and tourism marketplaces.
U.S. Travel Association (USTA) emphasized the importance of this executive order:
* Every 35 international visitors to the United States generate one American job that can’t be
outsourced. Today, the travel industry employs 14 million Americans and generates $50
billion in tax revenues.
* Making it easer for international travelers to attend business meetings, tradeshows and
conventions will boost the U.S. economy by $263 billion annually and support 1.7 million
American jobs.
Within 60 days of the order, the Departments of State and Homeland Security, in consultation
with the Assistant to the President for Homeland Security and Counterterrorism, Office of
Management and Budget, and any other appropriate agencies, will develop an implementation
plan to achieve: a 40 percent increase over the coming year in nonimmigrant visa processing
in China and Brazil; 80 percent of nonimmigrant visa interviews conducted within three
weeks of receipt of application; expanded Visa Waiver Program; and expanded reciprocal
recognition programs, like Global Entry, for expedited travel.
(The State and Homeland Security Departments that same day announced a pilot program to
speed visa processing for certain applicants in Brazil and China, including the ability to waive
interviews for those at low risk, such as individuals renewing expired visas or some categories
of younger or older first-time applicants. Over the course of the year, this program could open
3
as many as 100,000 interview appointments for Chinese travelers applying for visas for the
first time. That increase in tourism could support as many as 1,500 travel and tourism-related
jobs.)
“Our International CES show last month attracted more than 34,000 international attendees.
But we should have many more,” said Gary Shapiro, president and CEO, Consumer Electronics
Association. “In addition to benefiting attendees and exhibitors at our technology tradeshow,
a more efficient and streamlined visa system will most certainly have larger ramifications as
our country’s future relies on the global marketplace.”
“I am delighted to see that the White House recognizes and agrees with our industry’s rallying
cry, ‘Meetings Mean Business,’” said Deborah Sexton, president and CEO, Professional
Convention Management Association. “The economic importance of the meetings and travel
industry will now drive critical changes to bring efficiencies to the visa process, which
ultimately will mean more visitors, jobs and dollars to the United States.”
The executive order further requires that State and Homeland Security Departments submit a
progress report approximately six months from the date of the order, and periodically
thereafter. The order also creates a Task Force on Travel and Tourism that must report to the
President within 90 days of the date of the order. One of its key goals will be to recommend
policies and initiatives to increase the U.S. share of the travel market worldwide — the other
key action stipulated in the executive order.
“Travel and tourism is a top-tier industry that America can ill afford to neglect. ASAE heartily
endorses any new strategies that encourage and facilitate travel to the United States, whether
for business or pleasure,” noted American Society of Association Executives president and
CEO John Graham, CAE. “Specifically, ASAE welcomes the Administration’s plans to expand the
Global Entry and Visa Waiver Programs, which would certainly help facilitate international
travel to meetings and conventions here in the U.S.” — Maxine Golding
Mexican airline to return to the skies under new owners
http://twocircles.net/2012feb26/mexican_airline_return_skies_under_new_owners.html
Feb, 26th 2012
Mexico City : Mexican airline Mexicana de Aviacion, grounded since August 2010 while in
bankruptcy proceedings, is set to return to the skies under new ownership.
Early this month, private company Med Atlantica deposited $300 million and showed proof of
its ability to recapitalize the airline, which could resume operations in April, officials said.
"The new owners have decided to invest another $300 million in hotel projects and $50
(million) more for contingencies, which amounts to $650 million," a transportation workers
union chief Miguel Angel Yudico told EFE Friday.
The union leader said Mexicana, once one of Mexico's two leading airlines, will start flying
again with a staff of just 2,500 employees and therefore will begin negotiating severance
packages with its remaining 5,500 employees in the coming days.
"The next step will be to sign an agreement with its creditors and for this country's aviation
authorities to provide Mexicana de Aviacion with authorization to fly, which is expected to
happen in the next few weeks," Yudico said.
"The important thing is it's a done deal that Mexicana de Aviacion will return to the skies after
a year and six months of anguish and despair for thousands of workers and their families," he
said.
The Mexicana group of airlines, which also includes sister budget carriers Click and Link,
grounded its operations in August 2010 after nearly nine decades in business and filed for
bankruptcy protection to restructure a debt load of more than $800 million.
4
Bankruptcy Judge Felipe Consuelo Soto said in a press conference Friday that Med Atlantica
Atlan
beat out more than a dozen other potential suitors by providing documentation to certify the
existence and availability of the funds needed to recapitalize the airline.
Med Atlantica is led by Spanish businessman Christian Cadenas, although 80 percent of the
group's capital comes from Mexican investors.
Soto said the airline could begin flying again in April with a fleet of seven planes.
TRAVEL INDUSTRY AND KEY EVENTS
Visit USA Business Week by Expovacaciones
The Workshop by Expovacaciones
February 15th
The Workshop Breakfast was hosted by Visit California with an attendance of 177 travel
agents welcomed by VC team
team. Laura Nesteanu welcomed the guests and made a general
presentation on California highlighting the variety of travel options, with special focus on the
developed tools for travel trade in Mexico: the Online Training Program,, the new Travel Trade
Portal and the educational video.
VIP guests attending the event: US Ambassador in Mexico, Visit USA President and Board.
5
Attendees list:
Number
Travel Agents
1
HYATT
1
AADELE TURISMO SA DE CV
2
I A TOURS
2
AGENCIA DE VIAJES DEVOLON
1
INTEGRADORES BTS
1
AGENCIA DE VIAJES NOGUEZ
1
ISIS TRAVEL
1
AGENCIA DE VIAJES TRISTAN
1
JAHO VACATIONS
1
ALGER VIAJES
1
JERDI TOURS
3
ANDANTE
2
JULIA TOURS
2
ARTIMEX VIAJESX
1
LA INC. CVB
5
ASESORIA TURISTICA
1
LUZAZUL TOURS
2
1
MALL OF AMERICA
1
MARAÑON VIAJES
1
MAXI TRAVEL
1
ASOCIACION FEMENINA DE
EJECUTIVAS DE EMPRESAS
TURISTICAS DE LA REPUBLICA
MEXICANA, A.C.
AVIS
2
MEX-INCA VIAJES
2
AZERVAYAN TRAVEL
1
MGC SERVICIOS TURISTISCOS
1
B&N SERVICIO DE VIAJE SA DE CV
1
MH INTERNACIONAL SA
1
BARBARELLA
2
2
BARGAIN TOURS
1
BUDGET
1
MILMAR REPRESENTACIONES
VIAJES, S.A. DE C.V.
MORAMEX MEXICO
1
CAMINO TOURS
2
MOVA TOURS S.A. DE C.V.
1
CID DE LEON ASESORES TURISTICOS
1
MUNDO MAGICO TURISTICO
1
CM VIAJES
1
OFERTAS TURISTICAS
1
1
OLA TOURS
3
PELICAN SKY TOURS
1
CORPORACION DE VIAJES S.A. DE
C.V.
COVISA FELGUERES
2
PROFESIONALES EN VIAJES
2
DBM TRADING
1
PROMOCIONES TURISTICAS
5
DREAM DESTINATIONS MEXICO
1
ROYAL TOURS
1
DYNAMIX
2
SARO TOURS AGENCIA DE VIAJES
6
US EMBASSY
2
TONALCALLI VIAJES
1
EURECCA TRAVEL
1
TOPSA
2
EUROMUNDO
2
TOUR AND TRAVEL
1
FJ TRAVEL SOLUTIONS
3
TRAVEL ACE ASSISTANCE
2
FLEXIVIAJES MEXICO
1
TRAVEL MEXICO
1
FLORENCE TRAVELING
2
TRAVEL TIMES
2
GREENE TOURS
2
TURISMO ACTUAL
2
GRUPO VALODI
1
TURISMO AS SA
1
HERTZ AVASA
2
TURISMO CATEDRAL
2
HILTON WORLDWIDE
2
TURISMO LINSUR
2
HOTELES MARRIOTT
2
TURISMO LOBLANC
6
2
TURISTAMPA
1
UGALDE TRAVEL
1
UNITED TRAVEL MEXICO
1
UNIVERSE TRAVEL MEXICO
1
VACATION JUICE
1
VALERO VIAJES
2
VALERO VIAJES INTERNACIONALES
2
VALLE TOUR
1
VELASCO TOURS
2
VIAJE ISANTOURS
2
VIAJES ALEXANDRIA
3
VIAJES BOJORQUEZ
1
VIAJES BOJORQUEZ PANTITLAN
2
VIAJES FAMA
2
VIAJES INTERMEX
1
2
VIAJES INTERNACIONALES MARCO
POLO
VIAJES NEZA LAGO
1
VIAJES NORGIL
1
VIAJES ORTIZ
2
VIAJES TURISTICOS ARCOIRIS
3
VIAJES VISANTOURS
2
VIAJES Y EVENTOS TURITICOS
6
VIMSA
5
VIMSA TOURS
1
VISIT USA COMMITTEE
2
VISIT USA COMMITTEE MEXICO
4
VISITAS EDUCATIVAS Y ENCANTOS
2
WORLD TRAVEL
1
XIINBAL
Other news in the market:
•
NYC designated the new representation in Mexico, Connect Worldwide, for
Travel Trade, Marketing & PR
7
ONGOING ACTIVITY
California-Mexico
Mexico Advisory Committee Meeting
The first CMAC Meeting held in San Francisco between February 2 to 4, 2012 was intended to
showcase the destination to the decision making executives and engage them in Visit
California’s current and future initiatives and programs especially designed for the Mexican
market.
Visit California’s objectives with regards to the CMAC are to hold one annually meeting in
California and two meetings in Mexico every six months with the Visit California Mexico staff.
The objective of each meeting in Mexico is to ha
have an in-depth
depth market discussion of all factors
that are affecting the Mexican travel industry, as well as the related effects on the U.S. travel
market. The agenda for each meeting will include a review and update of Visit California’s inin
market programs and general discussion of these and how to update the market strategies for
short- and long-term
term effectiveness.
CMAC Members:
• Jose Luis Castro- Corporate Travel Services
Services- General Director
• Rabindranath Garcia-- Koch Overseas- Director (In
In representation of Manuel
Viñas)
• Hugo Garcia- Latin Holdings
Holdings- General Director
• Gerardo Cantarell- Profesionales en Convenciones
Convenciones- General Director
• Edgar Solis- VIMSA- General Director
• Cecilia Galvan- Viajes Olin
Olin- General Director
• Edgar Ibarra- Turistampa
Turistampa- Editor
8
CMAC Meeting Key Findings:
•
•
•
Market has changed and competing U.S. destinations gained more visibility, such as
Texas / Houston, Florida / Miami, Las Vegas
Connectivity and low airfares are key for developing packages and selling a
destination
Need to educate Travel Trade “Beyond the Gateways” with focus on:
National Parks
Wine & Food
Shopping Statewide
Outdoor Activities
Strategies to be applied based on CMAC feedback
feedback:
•
•
•
•
Airline Partnerships
• Leverage connections statewide (ex. United / Continental merger)
• Access to secondary markets
• Develop Co-op
op Programs
Expand Product Knowledge statewide
• Partnerships with Travel Trade Associations
Engage Travel Trade in Co
Co-op initiatives
• Increase education
Celebrity platform for Travel Trade
9
FY12-13 Work Plans
FY12-13 Work Plans have been developed and submitted for authorization to our
Country Director. Final Work Plans were uploaded into SharePoint.
Work Plans presentation has been realized via Webex on February 8th, 2012.
California Spokesperson
Visit California Mexico works in coordination with our Country Director on
developing the Spokesperson Program: itinerary and logistics for the photo and video
shooting to take place in California between May 21-26, 2012, project outline, themes
and scripts, deliverables, budget, etc.
California Online Training Program
Visit California continues the certification of travel agents in Mexico City by scheduled
training sessions with tour operators and travel agencies and also emailing campaigns
to travel agencies countrywide.
Total users in February
New users in February
Number of users active
Number of users completed(all courses)
271
12
40
81
February Training Sessions in Mexico City
Total trained travel agents: 95
•
•
•
Euromundo 40 – session 1
Euromundo 40 – session 2
VIMSA
15
Emailing campaigns for OTP:
Date Sent:
Total emails sent:
Opened:
Clicked Through:
02/16/12
2,072
44.7%
21.1%
Date Sent:
Total emails sent:
Opened:
Clicked Through:
02/23/12
2,043
36.3%
19.3%
10
February Sales Calls
•
•
•
•
•
•
•
•
Julia Tours
VIMSA
Corporate Travel Services
Latin Holdings
Profesionales en Convenciones
Viajes Olin
Koch Overseas
American Express
Visitors Guide Fulfillment February:
•
•
•
Travel Agents: 95
Events: 177
Consumer: 35
Total: 307
Travel Trade Portal launched in Spanish
Emailing campaigns for the Travel Trade:
Date Sent:
Total emails sent:
Opened:
Clicked Through:
02/15/12
3,969
33.1%
9.1%
Date Sent:
Total emails sent:
Opened:
Clicked Through:
02/22/12
3,969
26.2%
3.5%
11
Webpage Traffic Report/
Concept
Unique visitors
Unique sessions
Page views
Avg page views
Avg time (min:sec)
Bounce rate
www.visitacalifornia.com.mx
January
424
313
2,212
5.22
04:50
37.5%
February
1,351
1,208
4,240
3.14
02:33
41.5%
%
313.8%
259.1%
521.7%
-40%
-47%
11%
www.visitacalifornia.com.mx registered a spectacular 313.8% increase in
unique visitors compared to January, increase due to the SEO that has been
applied to the webpage at the beginning of the month.
Traffic sources
Search
Direct
Total referrals
76.98%
10.66%
12.36%
Webpage Traffic Report /
Concept
Unique visitors
Unique sessions
Page views
Avg page views
Avg time (min:sec)
Bounce rate
traveltrade.visitacalifornia.com.mx
February
173
113
523
3.02
05:42
41.6%
12
PR ACTIVITIES
Media Activity & Results
•
•
•
•
•
•
•
Press Releases
Outreach to Visit California Partners for stories and articles
Follow-up contact with individual journalists on a bi-weekly basis
Bi-weekly information delivery to press including monthly What’s New and
press release distribution on a fixed schedule
Clipping Gallery for January
Media Value Report for January and the complete 2011
Competitive Report for 2011
Media Value updated at February 2012
Fiscal Year July 10 – June 11
Fiscal Year July 11 - June 12
Month
Value USD
Circulation
Value USD
Circulation
July
August
September
41,976
586,499
424,000
11,525,000
20,847
90,612
28,571
31,684
71,550
78,783
124,640
215,416
107,781
84,335
58,000
388,000
378,500
215,000
770,740
12,830,000
49,685,564
36,153,754
1,565,668
14,915,499
109,312.00
57,161.00
94,156.00
25,270,329
1,195,747
44,749,885
134,442.50
124,057.94
2,763,196
6,036,495
8,278,945
1,482,694
128,909,725
October
November
December
January
February
March
April
May
June
TOTAL
48,838.62
141,904.50
299,506.40
1,009,379
5,304,807
4,519,509
98,118,913
Phone/Email Leads and Inquiries for February – Media
1. Canal Once
2. Analine Cedillo (reforma)
3. Enrique Escalona (NGT, Excélsior, La Giraffe)
13
4.
5.
6.
7.
8.
9.
Alejandra Mireles (Boletín turístico)
Raphael Paredes (Mujer TV)
Alex Carranco (The Rolling Stone)
Emilio Rivaud (Revista Naylon)
Laura Manzo (Revista Quien)
Fabiola de la Fuente ( Food & Travel)
What´s New February, 2012
14