18 August 2009

Mexico tourism offers model response to swine flu fears

As the first country in the world to see an outbreak of the swine flu, Mexico has suffered tourist demand plummet over the past few months. But the area is rebounding and could be used as a model for other tourism Meccas facing similar situations.

The World Travel & Tourism Council (WTTC) predicts Mexico’s travel and tourism economy GDP growth will average around five percent growth over the next decade (2009-19), according to a new survey.

"Mexico should be applauded for the way it handled the swine flu crisis," said Ufi Ibrahim, Chief Operations Officer of WTTC, adding:

"The Mexican Government and other stakeholders in the local travel and tourism industry have taught us all a lot because they have shown great leadership during their period of crisis, not to mention responsibility, timeliness and effectiveness."

Preliminary estimates from the Mexican Government put the impact so far at around USD$200-$300 million, but the final toll could be much greater. More than 2,000 inbound flights were cancelled during the early stages of the crisis.

A key to the Mexican response to swine flu fears was education, often directed to point out that swine flu causes only minimal symptoms for most healthy adults.

Among other initiatives:

Ã¯Æ’~¼ The national tourism board launched a $90 million advertising campaign designed to educate the public about the facts and dangers of the disease.

Ã¯Æ’~¼ Hotels and airlines have been offering "incredible deals" to attract visitors.

Ã¯Æ’~¼ For the first time ever, Mexico City’s Ministry of Tourism has announced a free, no limit program that will provide visitors with medical aid and assistance in case of emergency. According to Marcelo Ebrard, Mexico City’s Mayor, this is the first time that such a service was offered.

Ã¯Æ’~¼ Mexico is one of the top cruise destinations and its industry was also impaired but to avoid new flu outbreaks, Cruise Lines International Association designed and handed out more detailed health questionnaires for passengers before boarding. Any passengers showing fly-like symptoms can be refused boarding.

by David Wilkening