After the long period of confinement due to the Covid-19 pandemic, new travelers want to live again, touch the world, that is why the cadence in the tourism industry is to create more internal experiences, of spiritual reconnection, and in Mexico there is great potential to have them, said the president of Alchemia Communications Group, Lourdes Berho.
With a trajectory of more than 35 years of experience representing and promoting destinations in Mexico and the world, in addition to having directed the Tourism Promotion Council of Mexico (CPTM), between 2016 and 2017, she was invited to offer the conference Innovation and accelerated transformation in the face of adversity, the new model of tourism product development, at the 45th edition of the Tourism Tianguis held this week in Mérida.
“There is a greater interest in discovering lesser-known destinations and being able to live more genuine experiences that combine cosmopolitan adventures with nature but that, above all, make us feel alive and have an exchange with the local culture. Today more than ever, travelers prefer tourism products that prioritize inclusion, diversity and environmentally and socially responsible practices ”, he explained.
Before offering various examples of tourism product, Berho explained the current trends in the sector, which include experiences with a purpose and related to well-being, integration and sustainability, as well as the need for greater flexibility to be able to make changes in the reservations and having adequate connectivity to work from anywhere.
Regarding the issue of flexibility, he said that those tourism brands (destinations, hotels, airlines, travel agencies, tour operators) that do not embrace the agility of change will be left behind.
The president of Alchemia Communications Group is also the regional director of Brand USA in Mexico and Latin America and Coordinator of the Committee for Communication of Products and Segments of the Council of Tourism Diplomacy, which was created by the Ministry of Tourism and the Ministry of Foreign Relations to promote Mexico abroad (in coordination with embassies and consulates ).
Grupo Xcaret, an example
Among the tourist product samples that she offered during the talk, the marketing and tourism expert mentioned the United States national parks, where a common thread was created between them to promote 22 states, which is done with 155 itineraries that are offered by various business partners.
Additionally, the importance of alliances and partnerships was highlighted, which in the previous case involves in the strategy of creating a documentary: Samsung TV, Amazon, Aeroméxico, Cinépolis, Brand USA, Expedia or United Airlines.
Berho also spoke about the Day of the Dead Parade that was held for the first time in Mexico City during 2016 (with the James Bond film Specter) and since then it is an international benchmark, in such a way that currently in England Within the educational programs they study the Day of the Dead as one of the great heritage-celebrations worldwide.
The current administration made reference to the Montezuma Fish race, from the coast of Veracruz to the pyramids of Teotihuacan, passing through various tourist attractions.
Regarding the work of Grupo Xcaret, he said that its managers are great creators of tourism products and that they are an international benchmark.
“They have rescued the pride of being Mexican, with a pro-sustainable culture and of rescuing and preserving the traditions and celebrations that we had lost or not communicated correctly. They have important tourist products and one of them is La travesía sagrada ”, added who recently participated in the LATAM Wedding Congress: Love in times of COVID, may your brand be the most loved, coordinated by the International Association of Destination Wedding Professionals (IADWP).
The businesswoman concluded her keynote address by presenting the essential points for DMOs (Destination Management Organizations) to innovate and continue their evolution:
– Focus on the product
– Tell unique, personal and different stories
– Accept and take advantage of your distinctive reputation
– Keep your story simple
– Create symbolic actions
– Organize according to projects
– Empower your people
– Use personalization
Reference-www.eleconomista.com.mx