Campeche: Caminando Hacia un Turismo Sustentable y Competitivo The George Washington University Instituto Campechano May–July 2013 Table of Contents EXECUTIVE SUMMARY ........................................................................................................................................ 5 THE PROJECT ................................................................................................................................................ 5 FINDINGS AND RECOMMENDATIONS ................................................................................................................. 5 CONSULTANT TEAM ........................................................................................................................................... 8 ACKNOWLEDGMENTS ......................................................................................................................................... 9 ACRONYMS .................................................................................................................................................... 10 FIGURES ......................................................................................................................................................... 11 1 INTRODUCTION/PURPOSE ......................................................................................................................... 12 1.1 SCOPE OF WORK ............................................................................................................................. 12 1.2 STRATEGIC FOCUS ............................................................................................................................ 12 1.2.1 PRODUCT DEVELOPMENT AND MARKETING ................................................................................. 12 1.2.2 TOURISM AWARENESS AND VISITOR SATISFACTION ....................................................................... 12 1.2.3 MICE MARKET ENHANCEMENT AND DESTINATION MANAGEMENT ................................................. 13 1.3 METHODOLOGY .............................................................................................................................. 13 1.4 CONSULTING TIMELINE ..................................................................................................................... 14 2 STRATEGIC ASSESSMENT ........................................................................................................................... 15 2.1 SITUATION ANALYSIS ........................................................................................................................ 15 2.1.1 TOURISM IN MEXICO ................................................................................................................ 15 2.1.2 MEXICO TOURISM COMPETITIVENESS ......................................................................................... 16 2.1.3 TOURISM IN THE STATE OF CAMPECHE ........................................................................................ 16 2.1.4 TOURISM IN THE CITY OF CAMPECHE .......................................................................................... 17 2.2 VISIONING WORKSHOP ..................................................................................................................... 18 2.2.1 ACTIVITY 1: STRENGTHS & CHALLENGES ...................................................................................... 18 2.2.2 ACTIVITY 2: IDEAL FUTURE OF CAMPECHE ................................................................................... 18 2.2.3 ACTIVITY 3: TOPICAL PRIORITIES & ACTIONS ................................................................................ 19 2.3 RESIDENT SURVEY RESULTS ............................................................................................................... 19 2.4 VISITOR SURVEY RESULTS .................................................................................................................. 22 2.4.1 DEMOGRAPHICS CHARACTERISTICS ............................................................................................. 22 2.4.2 TRIP ATTRIBUTES AND VISITOR MOTIVATION ............................................................................... 22 2.4.3 SATISFACTION GAP ANALYSIS .................................................................................................... 22 2.4.4 IMPORTANCE-PERFORMANCE ANALYSIS ...................................................................................... 23 2.4.5 INFORMATION DELIVERY ANALYSIS ............................................................................................. 24 3 MARKETING ............................................................................................................................................ 25 3.1 MARKETING PREVIEW ...................................................................................................................... 25 3.2 BUILDING A BRAND .......................................................................................................................... 25 3.3 DEVELOPING MESSAGING TO PROMOTE THE BRAND ............................................................................. 27 3.4 TARGET MARKETING ........................................................................................................................ 29 3.4.1 MEDIA OUTLETS ...................................................................................................................... 29 3.4.2 TRADESHOWS ......................................................................................................................... 30 3.4.3 GROUPS AND ALLIANCES ........................................................................................................... 30 3.4.4 TRAVEL AGENTS AND TOUR OPERATORS ..................................................................................... 30 3.5 ONLINE MARKETING ........................................................................................................................ 30 3.5.1 CONTENT ............................................................................................................................... 31 3.5.2 SEARCH ENGINE OPTIMIZATION (SEO) ....................................................................................... 31 3.5.3 SOCIAL MEDIA ........................................................................................................................ 32 2 3.6 INTERNAL MARKETING ..................................................................................................................... 34 3.6.1 TOURISM AWARENESS WEEK .................................................................................................... 35 3.7 MARKETING SUMMARY .................................................................................................................... 37 4 VISITOR EXPERIENCE ................................................................................................................................ 38 4.1 VISITOR EXPERIENCE PREVIEW ........................................................................................................... 38 4.2 SELLING CAMPECHE IN THE DESTINATION ............................................................................................ 39 4.2.1 COMPREHENSIVE VISITOR GUIDE ............................................................................................... 39 4.2.2 COMMUNITY EVENT BOARD ...................................................................................................... 40 4.2.3 BUSINESS LINKAGES ................................................................................................................. 41 4.3 SIGN INTERPRETATION ...................................................................................................................... 42 4.3.1 SINGULARLY ACADEMIC INTERPRETATION .................................................................................... 42 4.3.2 SIGN GRAPHICS ....................................................................................................................... 43 4.4 ASSESSMENT AND RECOMMENDATIONS FOR CALAKMUL ........................................................................ 45 4.4.1 THE CITY OF CAMPECHE AS A GATEWAY ...................................................................................... 45 4.4.2 SITE LOGISTICS ........................................................................................................................ 45 4.4.3 COMMUNITY CONNECTIONS ...................................................................................................... 46 4.5 SAN FRANCISCO DE CAMPECHE, A WORLD HERITAGE CITY ..................................................................... 47 4.5.1 FIELDWORK FINDINGS ON WORLD HERITAGE SITE ......................................................................... 47 4.5.2 CHALLENGES FACING CAMPECHE’S HERITAGE .............................................................................. 48 4.5.3 PRESERVING WORLD HERITAGE ................................................................................................. 48 4.6 SUSTAINABILITY ............................................................................................................................... 50 4.6.1 REDUCING THE ENVIRONMENTAL IMPACT OF HOTELS .................................................................... 51 4.6.2 CONSERVING MARINE RESOURCES AND BIODIVERSITY ................................................................... 51