After suffering a severe buffeting by the global recession, Mexico rolled up its sleeves to bounce back strongly, registering GDP growth of 5.4% in 2010 and 4.1% in 2011. However, the Global Tourism Watch Mexico 2011 summary report—just published by the Research department of the Canadian Tourism Commission (CTC)—notes that growth was hampered by lingering consumer anxiety, with market outlook figures still short of their pre-recession high.

More affluent travellers now pull the strings in the Mexico travel market, with less well-off consumers switching to short-haul and domestic destinations.

Some other key findings:

• Obstinately high unemployment, slackening GDP growth and ongoing uncertainties in Europe and the US have sown large seeds of doubt in Mexican consumer minds.
• The Mexican peso has lost 20% of its value to the US greenback, putting a sizeable dent in Mexicans’ spending power abroad.
• British Columbia and Ontario (both at 92%) top the charts for Mexican travellers looking to head to Canada in the next two years. Quebec (87%) runs them a close third, with Alberta (69%) completing the top four.  
• South American destinations are the prime beneficiaries of Mexicans looking for cheaper travel. This trend threatens to deepen in the future with Brazil hosting the 2014 FIFA World Cup, Peru having lifted visa restrictions on Mexican travellers and Uruguay is now actively courting Mexican consumers.
• Mexicans still rate Canada highly as a destination, with travel intentions rising significantly three years in a row, keeping the country in the top two of CTC’s key international markets.
• On their travels, Mexicans like a wide variety of activities. Land-based journeys as well as food- and wine-related experiences are now whetting more appetites.
• However, Canada is losing ground to its competitors on nature/outdoor pursuits such as national parks, wildlife and scenery.
• Travel magazines, TV travel shows and travel/destination websites are the main sources of Canada info for Mexicans.

Harris/Decima Research conducts the Global Tourism Watch survey for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s “Canada. Keep Exploring” tourism brand. The 2011 reports look to identify shifts in each market since 2007. 

Read the Global Tourism Watch Mexico 2011 summary report.