Acapulco Marketing Office Launches New Tourism Campaign

The Acapulco Destination Marketing Office, in conjunction with the office of the Secretary of Tourism for the State of Guerrero, has launched a new tourism campaign focused on the revitalization of the Mexican beach destination, former site of Mexico’s Tianguis Turistico until this year.

A combination of public relations, digital communications, social media and on-the-ground efforts, the campaign will focus on educating travelers on the great strides being made within the destination and throughout the State of Guerrero to change the overall perception of Acapulco.

The new campaign will launch with the development of a new English language website, Remember Acapulco, which will be rebranded to highlight the timeless glamour of Acapulco captured in the new guidebook, “Acuérdate de Acapulco” (Remember Acapulco), while incorporating contemporary technology, such as social media connectivity and enhanced, interactive content.

In addition, the new campaign will further promote the multimillion-dollar investment by the State of Guerrero and the Federal government -- Guerrero Seguro (Safe Guerrero) -- a new program that officially launched at the end of 2011. This program is designed to help visitors feel comfortable during their visit to the destination and is made up of three sub-programs -- Safe Nightlife, Safe Road and Safe Taxi.

Separately, following a request a request made by the Minister for Tourism Development in Mexico’s Pacific State of Guerrero to Mexico’s National Tourism Development Fund (Fonatur), a commitment was made by Mexico’s federal government as well as the government of the state of Guerrero and the city of Acapulco to renew the old center of the port of Acapulco with new hotels, new tourism attractions and more modernized transportation.

The project also is getting private sector investment from Carlos Slim, the Mexican multi-billionaire who is said to be the world’s richest man, and Miguel Aleman Velasco, head of Mexico’s low-cost airline Interjet.

According to Mexican Tourism Minister Gloria Guevara Manzo, the project is expected to contribute up to a 30 percent increase in local hotel occupancy levels and generate investment of about $357 million, as well as to attract an additional $55 million in foreign currency as a result of the increased visitor numbers.

Four main components of the project include the Center for Biodiversity in Acapulco’s Papagayo Park, a recreation center at Caleta and Caletilla, an Interactive Marine Museum, and a new commercial center to be called Angosta Manzanillo. Already this year, tourism has been looking up for Acapulco after Delta Air Lines relaunched its Atlanta-Acapulco service. In addition, through early March, local hotel occupancy had reached 64 percent.