A record-breaking $13.7 million will be spent on a campaign to promote the Mexican Caribbean as a tourist destination,said the head of Mexico's Tourism Ministry,Gloria Guevara Manzo,this week.
Federal and state governments will contribute half of the money each for the international publicity blitz that starts on May 31st.
Guevara said that the campaign forms part of an integrated national marketing drive,with a strong internet element,aimed at promoting Mexican tourism as a whole.
The tourism chief also said a new tourism project called "10 Routes of Mexico" will be launched to international press and tour operators today,at the presidential residence,Los Pinos,in Mexico City.
2009 was a tough year for Cancun and the Riviera Maya,with health scares and the global financial crisis affecting tourism.
The Mexican Caribbean's resilience has shone through in 2010 though,and the zone has made anamazing comeback,with hotels near to full capacity over the peak vacation periods.
The San Francisco Chronicle already said,earlier this year,that Cancun is "back and better than ever". And,just this week,top travel company,Orbitz,named Cancun and the Riviera Maya the most popular overseas destinations for Americans and Canadians this summer.
The new cash injection into promoting the region internationally is sure to reinforce the recovery and tourists flocking in will also have a positive effect on the local real estate market.
Many visitors to the Mexican Caribbean stay in vacation properties,boosting the rental market. Others fall in love with the sun,sand and people,and decide to buy their own property in paradise.