May, 2009
 President Felipe Calderon called a major press conference this week to revitalize the Mexican tourism industry which has suffered from the after affects of the H1N1 flu virus outbreak that so far has been responsible for 68 deaths in Mexico and has infected 12,500 people worldwide.
Surrounded by a host of local celebrities including actors, singers, atheletes and intellectuals, the president announced the Vive Mexico (Mexico Lives) campaign which will see the government injecting over US$1.2 billion into the tourism sector to safeguard businesses at risk from the steep dip in tourism as well as promoting Mexico as a prime holiday destination.
The nation's tourism industry generates around US$13 billion a year and 80 percent of its tourists are from the United States. Since the outbreak of the virus and the somewhat over the top reaction by the world press, hotel resorts have been the hardest hit with occupancy rates around 25 percent or even lower.
"The government will launch a massive media campaign today to attract Mexican citizens to our tourist destinations and also to bring foreigners back to our country," said Calderon.
The government also suggested that hotels and resorts should offer discounts as an incentive to generate business within the sector and that these discounts should be substantially large.
In 2008, more than 18 million Americans visited the country, according to the Mexico Tourism Board. To achieve these numbers again, the board will aggressively invite American travel groups, associations and those critical of the tourism industry to visit in the next two weeks.
Accompanying President Calderon at the conference was Tourism Secretary Rodolfo Elizondo who said a website - www.ofertasvivemexico.com - had been set up to show the best holiday deals available in the market.
"The Vive Mexico campaign will include the best prices and deals to act as an incentive to kickstart the domestic tourism industry which has also suffered at the hands of the swine flu virus," explained Elizondo.
Tourism industry officials said the media hype around swine flu was overblown. In recent days, scientists have said the outbreak may prove to be less severe than first suspected, and that the virus acts similarly to the typical seasonal influenza that can be treated successfully. Despite less media coverage about the flu, Mexico's travel industry still will need to overcome the stigma driven by the perception among Americans that Mexico is dangerous.
Meanwhile, Mexico City Mayor Marcelo Ebrard has called upon global celebrities such as Bono, Shakira and billionaire Bill Gates to participate in a publicity campaign to promote the Mexican capital and reassure visitors that it is a safe city to visit.
Mexico City receives 12 million tourists every year, 25 percent of them foreigners loaded up with foreign currency.
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