Juan Tolentino Morales
The state is part of a pilot LGBT + tourism program and seeks part of the flow of visitors that the neighboring state concentrates on.
To strengthen the diversity line, the state is part of a federal government pilot program for the LGBT + community that started 10 months ago. (LUNAMARINA / Getty Images / iStockphoto)
For Yucatan, the name of the game in tourism is diversification: in destinations, trying to exercise more inclusive tourism for communities such as LGBT +, and also decentralizing the high demand that giants like Chichen Itza receive.
Michelle Friedman, secretary of tourism of Yucatan, explains that the state is a multi-segment destination, where niches such as business, wellness, luxury, gastronomy, culture and even more specific ones, such as LGBT +, have enormous development potential.
“It is a state that has everything, and that has been in the shadow of the neighboring state for many years (Quintana Roo). We have a lot to work on in terms of connectivity, services, training, tourism products, establishments, and promotion, and that is what we have been doing: finding that development potential that Yucatan has, but doing it correctly, in a sustainability framework ” , he said during the 40th edition of the International Tourism Fair (Fitur), which is held in Madrid.
To strengthen the area of diversity, the state is part of a federal government pilot program for the LGBT + community that started 10 months ago, which consists of raising awareness and training of destinations, hotels and service providers, in the first phase. Then, it will prioritize the development of specific products for this segment, as well as the adaptation of the latest trends in digital marketing and promotion, explains Oriol Pamies, CEO of Queer Destinations, a company that has accompanied the state in this process.
"The goal for 2020 is that every month we work with our team of trainers in a different destination, closing the year with businesses trained in more than 20 destinations (adding those of the first phase)," he said.
This segment also has significant economic spill potential. According to LGBT Capital estimates, in 2018 the LGBT + community - made up of 496 million people - made a worldwide consumption of 3.6 billion dollars, so it is not enough to attract tourists, but also to distribute them in the attractions that house the state.
Therefore, Friedman points out that work has been done on decentralization and inclusion so that tourism benefits the entire population, in a work where the capital, Mérida, and the main archaeological destination, Chichen Itza, are not ceased to strengthen, but which contemplates the rest of the state.
“This is the case of Tekax, Las Coloradas, Río Lagartos, and we have worked hard to boost our magical towns in Izamal and Valladolid. We have made long-range political strategies in the field involving academia, private initiative, and government, along with other agencies that allow us to guide us. ”
Yucatan closed the year with several improvements in its tourist flows: it was in the first places of growth in tourists with a 15% increase compared to 2018, and broke the barrier of 2 million visitors, not counting hikers to other products and archeological zones, with which the indicator doubles, ensures the official.
During the year, more than 15,000 million pesos of private tourist investment were captured this year, and also added six new routes in air connectivity and 51 additional cruises.
Translation by Google