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Strategic Feasibility Study of the Ecotourism Segment in Mexico
This study provides information on the market value of ecotourism and adventure tourism in Mexico, and discusses the feasibility of developing both segments in Mexico.
Thirteen adventure tourism and six ecotourism activities were defined. Field work was carried out at twenty selected sites around the country, and in-depth interviews were held with businessmen, expert practitioners, and government officials of both segments.
We determined the profile of those that partake in these activities, estimated the value of the demand, and obtained information about the features of destinations and how companies in both segments operate. We identified 442 companies that provide activities in both segments and determined their distribution throughout the country. We also determined the main motivational factors for potential demand and carried out a competitive analysis of Mexico for the promotion of both sectors.
The study includes an estimate that shows that 757.6 million pesos were spent on formal ecotourism and adventure tourism in 2001, 64.2 percent by foreign tourists.
One of the main conclusions drawn is that Mexico is a competitive tourist destination for both segments. Advertising and development strategies for each segment need to be proposed on a regional basis and per activity. Of the potential regions identified, five priority areas were selected as being viable for immediate consolidation.
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