Mexico
Mexico is the leading source of international travel to California, with 6.7 million visitors in 2008 who accounted for approximately $1.0 billion in spending. Air travel from Mexico alone accounts for more visitation than all but three other countries, with approximately 378,000 visitors to the state in 2008, staying an average of 7.2 nights and spending a total of $264 million. Land travel comprises the transportation for the remaining 6.4 million, with 61% of those visitors crossing the border for day travel. The drive market, predominant to southern California, comes from mostly Mexican Border States.
Reduced airline fares have created a competitive environment in the marketplace, making California more accessible for Mexicans. Mexicana and Volaris airlines have offered new service to California through LAX, SFO and Oakland, which increases lift and options to California. Mexican tourists can be classified into four categories based on the purpose of their trip to California: vacation, business, attending conventions, and visiting friends and relatives. The last of these is one of the main reasons why the Mexican market travels more often to the southern region of California. Mexicans are attracted to the wide range of activities and services such as shopping, family activities, theme parks, recreational activities and experiencing cosmopolitan cities.
Currently traveling to California are high-income travelers seeking premier lifestyle experiences that include golf, spa, wine and food, and outdoor adventure; family travelers seeking activities in theme parks, adventure, entertainment and national parks, who place high emphasis on family travel and plan vacations that are part of an experiential theme; and city hoppers: travelers who most like the idea of urban experiences and enjoy a variety of activities while visiting including shopping, dining and nightlife.
Key Strategies
- Expand brand image by promoting key California core attributes plus market-specific drivers such as family travel, luxury travel, urban experience, wine and food, and sports.
- Focus on fly market and interior drive market that benefit the whole state of California.
- Establish Web portal presence for planning and information to extend marketing reach and brand alignment.
- Establish strategic alliances with key partners and develop trade initiatives; focus on increased operator and agent training on statewide activities.
- Implement and aggressive public relations campaign.
- Work with media and key trade and cooperative partners to showcase California to the high-end/luxury-seeking traveler.