KC Industry Focus Tourism in Mexico

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1 KC Industry Focus Tourism in Mexico Expected Growth in the Mexican Tourism Sector Highlights The total contribution of the Mexican tourism industry to the GDP in the country was 2,142.5 billion MXN (13.3%) in The total number of tourists both domestic and international reached more than 60 millions in Mexico has a diverse range of tourism products, including archeological sites, World Heritage Sites, recognized routes, etc. There were 18,050 hotels in Mexico in 2012; it was estimated to reach 18,070 hotels in 2013; it was forecasted 18,380 hotels in Recovering from the financial crisis, the Mexican tourism sector contributed 2,142.5 billion MXN totally. It is expected to grow at 4.2% and reach 2,232.7 billion MXN in Mexican tourism & travel s total contribution to GDP, total contribution to employment and capital investment rank top 10 in the world rankings. It is above the world average but below the Americas region results. 2 Mexico ranks 5 th in the Americas and 44 th worldwide when it comes to the tourism & travel competitiveness. 3 1World Travel and Tourism Council 2 WTTC WEF September 2014 The USA was a leader in the Mexico s source market, bringing around 6 millions US tourists in 2013, followed by Canada and the UK. Spain, Argentina and Brazil stood in the 4 th, 5 th and 6 th place respectively. 4 Tourism is a national priority in Mexico as it drives economy growth, promotes employ opportunities and generates foreign currency receipts. It facilitates regional development, enhances productive chains and improves quality of life for families and communities. 5 It was reported that the Secretariat of Tourism will receive a budget of 5,211 million MXN in 2013, of which the Tourism Board of Mexico would have 730 million MXN BMI 5. OECD 6. Excelsior

2 At a glance The situation in the tourism industry It was expected that the top 10 countries for visitors of Mexico territory will remain unchanged from 2014 to Domestic tourism is very important for the Mexican tourism industry, generating more than 80% of the total tourism in the country. 8 The domestic tourism spending take up 87.4% of the total tourism GDP in 2013 while the foreign tourism take up the rest. 9 In 2012, there were 64 international airports and 117 ports in Mexico. 10 The Mexican road network has also been expanding steadily over the years BMI 8. OECD 9. WTTC 10. Banco de México 11. INEGI

3 01 Economic Factors Graph 1. Mexico TGDP Composition by Activities, (%), 2012 Sector Composition In 2012, the main tourism activities contributing around 50% of the Tourism contribution to Gross Domestic Product (TGDP) (see Graph 1): Rental & Business Services Rental and Business Services (22.2%); Transportation of Passengers (17.1%); Goods and Handicrafts (15.7%); 24.0% 22.2% Transportation of Passengers Goods & Handicrafts The other activities contributing to the TGDP were: Commerce, Accommodation, Secondary Residences, Recreational Services, Sharing Time and Travel Agencies & Tour Operators. 9.9% 11.1% 15.7% 17.1% Other Services Restaurants, Bars & Clubs Other Activities The TGDP at 2008 prices grew by 3.6% in 2012 compared to The highest growth was achieved by Other Services, followed by Accommodation, Rental and Business Services and Restaurants, Bars and Clubs. 12 Source: INEGI P: Projection 12. INEGI

4 01 Economic Factors Graph 2. Capital Investment in Tourism in Mexico, (Billion MXN), , 2013 Estimate and Forecast 2014 and E 2024F Source: WTTC E: Estimated Value; F: Forecasted Values Investment It is estimated that the tourism sector has attracted 306 billion MXN in 2013 and grew by 6.5%, reaching billion MXN in It will continue to grow by 6.1% on year-to-year basis, reaching billion MXN in 2024 (see Graph 2). 13 It is predicted that the private investment in the tourism sector reached 3,033 million USD by the third quarter of 2013, an increase of 66% compared to the same period of There are several strategies to update and reposition the Mexican tourism sector globally. These are mentioned in the National Development Plan , one of the strategies is aimed at attracting more investment to help the business. 15 Employment The tourism sector directly contributed to 3,180,000 job opportunities in 2013 and will contribute to 3,291,000 in 2014, corresponding to 6.5% of the total employment in Mexico. 16 The restaurants, bars and clubs subsector hired the most people in the tourism industry, contributing 36.1% in Transportation of passengers came the second with 18.2%, followed by handicrafts and goods with 10.9% in the same year WTTC CNET 15. Plan Nacional de Desarrollo WTTC: SECTUR

5 01 Economic Factors Tourists Graph 3. Mexican International Inbound Tourist (International and Border Tourists) Arrivals, (Million), Hotels It is expected that the hotels and restaurants industry will grow by around 6% each year from 2013 to 2018, eventually reaching million MXN by In 2012, the hotels without category took up the largest market share while 5 stars hotels only took up 7% (see Graph 4). 20 Graph 4. Accommodation by Type Offered in Mexico, Source: CNET There was a slight increase of 1.4% of the total number of international tourist arrivals in 2013 compared to 2012 (see Graph 3). Domestic tourists staying in hotel rooms also increased since 2009, reaching a number of 68,804 thousand tourists in % 11% 18% 14% 15% 35% Without Category 1 Star 2 Stars 3 Stars 4 Stars 5 Stars Source: SECTUR 18. CNET 19. BMI 20. SECTUR

6 02 Social Factors Graph 5. Mexican Public Safety Perception for the Next 12 Months, Starting on March 2014, % of Respondents 26.1% 27.6% Source: INEGI 37.3% 35.9% 18.9% 18.7% 18.5% 15.4% Worsen Bad Unchanged Improve 12/ /2014 Security Security is a big concern for the tourism industry. A survey of around 100 thousand respondents from various cities has been conducted by INEGI on the perception of security in Mexico. The results showed the concern for security has increased with 64.9% of respondents surveyed reporting a negative attitude (Bad and Worsen) for the security of the country (see Graph 5). 21 The Panel Anáhuac, a Mexican entity monitoring the perceptions of public security, also carried out a survey about the public security. The result of the survey went in line with the survey mentioned above. 22 Education Distrito Federal is the place where the most of the tourism education centers are located. There were 59 centers offering high school degree on tourism and 46 centers offering bachelor s degree. The second one is Estado de México, with 36 centers focusing on bachelor s degree in tourism (see Graph 6). 23 Graph 6. Tourism Education Centers in Mexico, top 5 Locations, Number of Centers, 2012 Estimate Distrito Federal Estado de México Source: Datatur Jalisco Veracruz Puebla 21. INEGI 22. CNET 23. Datatur

7 03 Top Destinations Distrito Federal In 2013, there were around 10 million Mexican tourists arriving to Distrito Federal while there were only million international tourists (see Graph 7). 24 Graph 7. Number of Tourists Arriving to Distrito Federal, Million Tourists, Cancún & Riviera Maya In 2013, there were around 4 million tourists visiting Cancún, representing an increase of 12.4% compared to There were 4.16 million tourists visiting Riviera Maya, representing an increase of 6.7% compared to 2012 (see Table 1). The occupancy rates for both places increased in 2013 compared to The occupancy rate for Cancún was 76.8% while for Riviera Maya it was 81% in Acapulco Acapulco is the place which is more preferred by the domestic tourists. There were around 4.5 million domestic tourists arriving to Acapulco while there were only 133,819 international ones. In addition, both numbers declined between 2012 to 2013 (see Graph 8). 26 Graph 8. Number of Tourists Arriving to Acapulco, Million Tourists, Table 1. Number of Tourist Inflow to Cancún and Riviera Maya, Domestic International Total Source: SECTUR 24. SECTUR Cancún 3,642,449 4,093,942 Riviera Maya Source: Secretaria de Turismo del Estado de Quintana Roo (SEDETUR) 25. SEDETUR 3,895,548 4,158, Domestic International Total Source: Datatur 26. Datatur

8 04 Regulations National Development Plan (Plan for Tourism) 27 Source: Gobierno de la República Objective 1: Transform the tourism sector and strengthen collaboration and responsibility schemes to better capture the tourism potential. Promote the harmonization of regulations, programs and the actions with the states and municipalities, as well as the academic sector, the private sector and the social sector. Objective 2: Strengthen the competitive advantage of the tourism offering. Promote sustainable tourism and offer quality products and innovative services with a higher added value. Quality, innovation and productivity will create the conditions for visitors to have a unique experience, develop the tourism industry and strengthen its competitiveness. Objective 3: Facilitate financing and private and public investment in projects with tourism potential. Generate funding sources to encourage all projects which will promote the tourism potential of the country; seek alternative financing to expand; provide investment support for entrepreneurs to facilitate their projects. Objective 4: Encourage the promotion of tourism to contribute to the diversification of the markets and the development & growth of the sector. Grow the industry with national and international partners; conduct public relations campaigns and joint promotion; use a wide range of media to reach markets and target segments. Objective 5: Promote sustainable development of the tourism destinations and expand the social and economical benefits for the local communities. Increase the economic benefit generated by tourism; promote more just and equitable distribution of benefits; increase protection of natural heritage and culture. 27. Plan Nacional de Desarrollo

9 Billion MXN 05 Future Trends Graph 9. Total Contribution of Tourism to Mexico s GDP and Direct Contribution to Employment, and Forecast for 2014 and ,500 3,000 2,500 2,000 1,500 1, , , , , , , Million jobs It is estimated that the tourism sector will expand substantially, reaching 3,487.5 billion MXN by 2024 with a growth rate of 4.6% per year. The employment will grow 2.2% annually from 2014 to 2024, reaching more than 4 million jobs in 2024 (see Graph 9). 28 In order to further promote the tourism industry, the Secretariat of Tourism and the head of National Board of Science and Technology (CONACYT) signed an agreement to provide 16 million MXN for research, development and innovation. The amount can be expanded to 20 million MXN to create a sector fund if needed. 29 The sustainability and responsible traveling trend is slowly coming to affect the profile of the Mexican tourists. A survey conducted in 2011 found out that 42% of Mexican consumers consider environmental impact when they made their purchase. The demand for the sustainable tourism products was expected to grow at around 25% in the next years F 2024F 2.9 GDP Employment Source: WTTC 28. WTTC Dinero en Imagen 30. IMCO

10 Contact us: If you have more questions about the topic or wish to learn more about other Mexican industries, please contact: José Antonio Quesada Partner Clients & Markets (55) Manuel Flores De Orta Sr. Specialist Manager Knowledge Management and Knowledge Center Clients & Markets (55) Alexandra Mendes Consultant (55) Ekaterina Ponkratova Consultant (55) PwC Mexico. All rights reserved. PwC ( provides industry-focussed assurance, tax and advisory services to build public trust and enhance value for our clients and their stakeholders. More than 163,000 people in 151 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice. PwC refers to PwC Mexico which is a member firm of PricewaterhouseCoopers International Limited (PwCIL), each member firm of which is a separate legal entity and does not act as agent of PwCIL or any other member firm. No member firm is responsible or liable for the acts or omissions of any other member firm nor can it control the exercise of another member firm s professional judgement or bind another member firm or PwCIL in any way.

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