Cicotur warns of low investment in promotion for the Mexican Caribbean

Cancun, QR. The Center for Research and Tourism Competitiveness (Cicotto) from the Anahuac University prepared a study in which they stated that the Mexican Caribbean it is the one that invests the least in tourism promotion compared to other destinations such as the Dominican Republic, Los Cabos and Las Vegas.

According to the data provided by the academic body, the proportion of resources that are invested to promote the Mexican Caribbean is 286 dollars per available room in the area, which represented a total of 35 million dollars in 2022, for an offer of 122,000 hotel rooms.

This indicator shoots up to 1,174 dollars per room in Las Vegas, where the annual total invested in promoting the 150,000 available rooms reaches 176 million dollars, while in Dominican Republic 613 dollars are invested per room, equivalent to 49.1 million dollars for a total of 80,000 available rooms.

From this same perspective, even in Los Cabos (Baja California Sur) almost three times more was invested than in the Mexican Caribbean during 2022, since the proportion is 853 dollars per room, with a total of 19 million dollars throughout the year. year for the 22,268 rooms available in that destination in the north of the country.

The figures also show that while in Quintana Roo only 26% of what is collected is allocated as lodging tax; in Las Vegas 57.9% is invested and in Los Cabos 63.3 percent.

The study will be presented to state and federal authorities to seek to allocate more public resources to promotion, since they anticipate that, although 2022 was a good year for Mexico and the Mexican Caribbean, 2023 presents very important challenges such as the eventual recession of United States, the continuation of the war in Ukraine and the normalization of competing tourist markets that will seek to recover the tourism quotas they lost after the pandemic.

To this must be added what is happening in Latin America, specifically in Peru with the political crisis over the removal of the president, in addition to the climate in Brazil also derived from the presidential succession and the visas that were imposed by the Mexican government on visitors from that country, stated Francisco Madrid, director of the Cicotto.

He added that it is also foreseeable that Mexico will come out of the top five of the most visited countries this year, after it came to occupy the number two spot in 2021, when competing markets were still closed due to the restrictions imposed by the crisis. sanitary.

estados@eleconomista.mx

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