To much fanfare,Mexico's President,Felipe Calderón,announced a major new marketing campaign for travel within Mexico,on Friday,with the "10 Routes" initiative at its heart.
As well as traditional coastal zones,the recommended tourism routes encourage vacationers to seek out lesser known parts of the country in search of the hidden treasures to be found there.
Calderón said,"We truly have an enormous diversity of natural and cultural tourism attractions that will surprise and delight".
The routes inclue the opportunity to learn about the mysterious Maya in Playa del Carmen and Cancun,the fabulous wines of Baja California,the wonders of the ocean in Baja California Sur,the breathtaking natural beauty of Chihuahua,the culinary delights of mole in the neighboring states of Puebla,Oaxaca and Tlaxcala,and many more secret Mexican gems.
The new marketing effort includes a stunning kaleidoscopic display of Mexican culture and nature in a 3 minute video available in high definition on YouTube.
Tourism Minister,Gloria Guevara,said the drive is not aimed primarily at overseas visitors,but more to Mexicans,who tend to travel more in the interior of Mexico rather than the coastal areas.
The news follows Guevara's announcement earlier last week that a record-breaking $13.7 million will be spent on a campaign to promote the Mexican Caribbean,with Federal and state governments each contributing half of the money for the international publicity blitz that starts on May 31st.