Touristic development
Gastronomic Tourism Plan of Mexico
Gastronomy is a comparative advantage when it is valued. The act of cooking in Mexico fulfills social and ritual functions, which is why Mexican cuisine enjoys a UNESCO World Heritage Declaration.
experiences· products
Target

The objective of the project was:  size the target markets; characterize the priority demand segments for gastronomic tourism and know their propensity to consume; establish the impact on GDP; determine the tourism products on which to focus investment and promotion; define the current position of Mexican gastronomic tourism and analyze the elements that structure and promote it, to enhance them.

Action plan

A market study was carried out in 18 countries, with comparative evaluation; benchmarking of three reference gastronomic destinations, also with UNESCO declaration; interviews with experts, analysis in social networks and demand surveys.

It was developed in three pilot destinations, representative of different realities, with results that can be extrapolated to the rest of the country: San Cristóbal de las Casas, Chiapas; Guadalupe Valley, Baja California; and Playa del Carmen, Quintana Roo.

Result

Gastronomic tourism represents 30% of the expenditure made by foreign tourists who visit Mexico. It has a National Gastronomy Promotion Policy. 18 Gastronomic Routes have been created.

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