CTC News

Mexican outbound travel wilted due to unexpected economic downturn in 2013.

Despite a falling peso, Mexican consumers remained optimistic over long-haul travel plans, says CTC’s latest Global Tourism Watch report.

14 March 2014

Mexico, with its export-driven economy, is inextricably linked with the fortunes of the US. When the American economy revived in 2011 after the global recession, Mexico’s perked up in parallel, which made the Mexican downturn in the first half of 2013 all the more unexpected. Despite those woes, Mexican consumers remain optimistic over long-haul travel plans, according to the new Global Tourism Watch (GTW) summary report by the Research department of the Canadian Tourism Commission (CTC).

Other key statistics:

  • Mexico is the world’s eighth-largest economy and also Canada’s eighth-largest overseas market.
  • While Mexicans take around 15 million international trips each year, long-haul travel has ebbed over the past three years, from 78% to 72%.
  • Approximately 25% of Mexican travel (3.8 million trips) is long-haul, with the US the dominant player in this market, claiming 60% of those trips. Spain trails in a distant second, with the Caribbean, Canada and Italy in joint third, each with 8% of the market.
  • In terms of brand personality perceptions, Canada notched second-place finishes for being friendly and witty in the minds of Mexican travellers.
  • Ontario (88%), British Columbia (83%) and Quebec (80%) are the leading destinations for Mexican travellers intending to visit Canada in the next two years.
  • Mexican travellers have cultural and historical attractions, urban cultural experiences and sampling local flavours at the top of their vacation wish lists. However, of concern for Canada is the fact that interest in nature-based experiences is declining.
  • Booking times are relatively short in this market (2.7 months), with around half of Mexican travellers seeking travel-agent advice before booking long-haul trips.
  • Recent Mexican visitors tend to be middle-aged (between 35 to 54 years old), well educated, wealthy and half have friends or family in Canada.
  • Trip expense and visa requirements are the two main barriers to Mexican travellers coming to Canada.
  • Getting information in person is still the main way that Mexicans get travel information, but social networks are on the rise and now in second place.
  • For Mexican consumers on vacation, the most popular activity is online trip-planning research.
  • Mexicans prefer to share their travel stories in person once it’s all over, but are also fond of sharing their photos in person or via e-mail.

TNS conducts the Global Tourism Watchsurveys 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 Exploringtourism brand. The 2013 reports look to identify shifts in each market since 2011 via a substantially revised questionnaire. 

Read the Global Tourism Watch 2013 Mexico summary report.


Post a comment

(Read our comments disclaimer)

Post new comment

The content of this field is kept private and will not be shown publicly.
This security code is to protect the CTC from automated spam submissions.
Enter the characters shown in the image.