The new federal government will not reactivate the Mexican Tourism Promotion Council (CPTM), confirmed Josefina Rodríguez Zamora, head of the Federal Ministry of Tourism (Sector). The strategy to promote the Mexico brand internationally will continue to be managed through embassies and consulates, as was done in the previous six-year term.
In addition, he highlighted that alliances between states, the private sector, and tourism entrepreneurs will be key to the promotion’s success.
Jesús Almaguer Salazar, president of the Cancún, Puerto Morelos, and Costa Mujeres Hotel Association, expressed his disagreement with the continuity of this scheme.
According to his experience during the previous six-year term, when Marcelo Ebrard was in charge of the Ministry of Foreign Affairs, the tourism sector did not receive the expected support.
“85% of the CPTM budget was generated in the Mexican Caribbean, but only 0.7% was received in resources,” said Almaguer.
For him, the best option would be to create a specialized department within Sectur that is dedicated to tourism promotion and that supports destinations that generate the Non-Resident Right (DNR), a tax paid by foreign tourists.
Almaguer highlighted that Quintana Roo has the Quintana Roo Tourism Promotion Council (CPTQ), an entity that has demonstrated effectiveness in promoting the state’s destinations, both nationally and internationally. The strategy is to strengthen this organization, increasing promotional efforts by 8%.
To compensate for the lack of federal resources, the lodging tax was increased from 3% to 5%, a measure that seeks to replace what the CPTM previously allocated for tourism promotion.
TYT Newsroom
