February 3, 2025
QRoo, no excuses after surpassing the Dominican Republic in the number of tourists
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The Mexican Caribbean destinations that are grouped in Quintana Roo have been growing so far this year at a rate below that of the Dominican Republic, which thus demonstrates that they have overcome events such as Americans traveling more to Europe, or the supposed crises with airplane manufacturers, or even natural phenomena.

Those responsible for promoting tourism in Mexico’s largest destination have been blaming this slowdown on external factors such as Hurricane Beryl, sporting events such as the Olympic Games and the Copa America soccer tournament, crises with aircraft deliveries due to problems with manufacturers, and the fact that Americans increasingly prefer to Travel to Europe (CPTQ admits that Americans preferred to Travel to Europe).

However, the Dominican Republic, which was also affected by these external factors, did manage to maintain an 11 percent year-on-year growth in tourist arrivals between January and July, in contrast to Quintana Roo, which projected a 5.4% growth for the summer compared to the same season last year (QRoo is surpassed by the Dominican Republic in tourist growth this year).

As reported by REPORTUR.mxthe hoteliers of Quintana Roo, through the words of Jesús Almaguer, president of the Association of Hotels of Cancún, Puerto Morelos and Isla Mujeres, or David Ortiz Mena, president of the Association of Hotels of Tulum, have already warned of the necessary improvements to get closer to the successes of their main rival (QRoo: hoteliers list reasons for low occupancy this summer).

David Ortiz Mena emphasized that “what is more important than blaming factors such as digital platforms, is to see how to improve the image of the destinations, find solutions to current challenges, and, especially, see how to recover institutional promotion by the federation” (Tulum: collapse of Hotel occupancy is due to lack of promotion).

Likewise, hoteliers in Cancun asked for another strategy to promote destinations in the northern part of the state, given the great disappointment they experienced with occupancy below 70% during the summer, which represented drops of up to 15 points (Criticism of the CPTQ: Cozumel or Holbox, far from entertainment).

Rival countries in the Mexican Caribbean have been launching strong advertising campaigns, and hoteliers in Cancun also pointed out that there are new competitors, trends, and especially the United States, the main market, which is investing in promotional campaigns to attract domestic tourism (Cancun: hoteliers ask the CPTQ for another strategy after disappointments).

But the Great Costa Maya, made up of Chetumal, Bacalar and Mahahual, has accumulated the greatest disappointment, as they have barely managed to fill half of their hotels this summer season with more than two thousand unoccupied rooms, when they projected reaching 80% occupancy (Great disappointment south of QRoo due to low Hotel occupancy).

This decline coincides with the shift in the promotional strategy to focus on Quintana Roo’s entertainment, which is concentrated in the state’s largest destinations, such as Cancun and Riviera Maya, which have nearby leisure offerings, unlike others such as Holbox or Cozumel, whose appeal is based on sun and beach.

This has raised doubts about this strategy that favours the state’s major destinations to the detriment of those with lesser fame, just as those responsible for the promotion also changed their vision during a recent visit to the United States to focus on curbing insecurity in the state that is home to Cancun, Riviera Maya and Tulum.

Thus, the shift to reposition Quintana Roo’s marketing received private criticism from industry experts, who believe that the destinations most in need of support are somewhat excluded from promotion if the focus shifts to highlighting entertainment that is more difficult to access from islands, for example.

Tourists also expressed their opinion REPORTUR.mx His disapproval of the change in strategy, which will centralize the projection of the destination in the Mexican Caribbean brand, to the detriment of the 12 sub-brands as until now (New turn of the CPTQ with focus on the USA to curb insecurity).

Those consulted by this newspaper affirm that this change also represents a benefit to competing destinations, since the entire Caribbean is implicitly promoted, and the Mexican region is considered only as part of a large region (Lezama and the CPTQ are criticized for centralizing QRoo in a brand).

The new strategy also hinders the positioning that emerging areas of Quintana Roo had been achieving, especially those in the south – Bacalar, Mahahual and Chetumal – for which a broad Hotel development programme was expected, which could be supported by the Mayan Train and the Tulum airport.

Similarly, it is pointed out that centralizing all the diversity of the entity in a single brand goes against what is used and known by the client, who usually refers to Cancun, Riviera Maya or Tulum when explaining their vacation destination.

In this sense, the great recognition of these three brands with differentiated products is harmed without precisely because of this a single centralized brand hinders the expression of their respective singularities (QRoo presents Caribe Mexicano New Era with the evolution of its product).



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