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Mexico To Launch GBP58m Tourism Campaign Following Swine Flu Epidemic

Mon, 18 May 2009

The Mexican government has announced plans to invest nearly £58 million in rebuilding confidence in the country's tourism industry following the outbreak of the swine influenza virus.

According to reports, plans are underway for a widespread and concerted marketing campaign, with the Mexico Tourist Board already working on new videos and a new slogan.

The Tourist Board also intends to work closely with travel operators across the globe in a bid to lure travellers back to the North American country.

Cash injections will initially be used to shore up the nation’s struggling tourism businesses and protect jobs .

There will also be a 50 per cent discount on taxes for cruise ships and further tax incentives for airlines, which have temporarily cancelled charter flights to Mexico due to the swine flu epidemic.

Luis Rendon, member of the Mexico Tourist Board, said: "We have taken the situation very seriously and pulled a number of promotional events that were planned. There will be a cooling off period before the start of the marketing campaign ."

"Currently our main objective is to rescue this summer, and then think about the winter and next year," he added.

The news comes after the UK Foreign and Commonwealth Office revised its guidelines regarding travel to Mexico .

In a statement on its website, it said: "Following a decline in the number of reported new swine influenza cases in Mexico since its peak on 26 April 2009, we no longer advise against all but essential travel ."
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