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also a symbol of the modernization of Latin America. The gov- ernment is well aware of the magnetic draw of these sites and has successfully petitioned to win 13 World Heritage Site desig- nations since 2002.
ROOM TO GROW
Despite its success, Mexico’s tourism industry can continue to improve. Carlos Kamkhaji, CEO of Corporativo Kamaji, ex- plains that the tourism sector is underrepresented in the Mexi- can stock market, noting that the hospitality industry is largely represented in the bolsa by the airlines. Concurrently, he sees in this state of affairs a clear potential for growth: “When invest- ment capital enters this sector in a real way, there will be an unstoppable boom.”
Creative businesspeople can likely think of dozens of ways to bring in visitors. Rafting trips down rushing rivers, yoga ses- sions in the mountains, intensive Spanish lessons in a peace- ful town on a lake, or traditional cooking classes in México City might well boost not only international but also domestic tour- ism.
Experts recommend sponsoring this type of entrepreneurship throughout the country to bolster supply-side innovations and to create a more diversified and higher-value national tourism model. Such innovation would entail unleashing both financial and non-financial support to emerging businesses. These chang- es could especially pave the way for niches such as small tour- ism, eco- and adventure tourism, and micro-tourism to grow.
JUST GETTING THERE
Industry leaders know that easy international access to their country can only encourage more visits. Imagine: what could be more comfortable than departing business class on an air- line carrier leaving from a major city almost anywhere in the world? Just envision an overnight flight accompanied by the comforts of in-air Wi-Fi, your favorite movie, and pushing your seat all the way back. You rest for several hours and—presto!— you awaken from your nonstop journey in a convenient location such as Puerto Vallarta or Cancún.
For the past several years, México City has been working to make this dream travel scenario a reality. In 2014, Mexico’s Na- tional Infrastructure Program announced a series of 83 projects totaling an investment of US$16 billion that would build or up- grade the nation’s tourism infrastructure. New and improved air routes, rail lines, and roads will help promote Mexico abroad through better travel experiences, particularly into the interi- or of the country. There is nothing like navigating a complex system of local transportation in a foreign language to scare off all but the most adventurous travelers—precisely what the na- tion’s planners seek to avoid.
Similarly, more air flights from Europe, Latin America, and Asia to destinations other than Cancún or México City could also fuel growth. In fact, the opening of a new airport in the capital city, slated for a ribbon cutting in 2020, will doubtless increase the number of flights into and out of, as well as within, the country.
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