The Riviera Nayarit CVB’s tireless work in the Iberian Peninsula has yielded excellent results, to the extent that the region now reports a recovery in tourism.
For over a year now, the Riviera Nayarit CVB has been paving the way in Spain with promotional, communication, PR, and media strategies.
The Riviera Nayarit has set itself the goal of opening new markets in Europe—the third-largest international outbound market for this destination after the United States and Canada. Spain is the springboard, a country where the Riviera Nayarit has created strong awareness and positioning.
The objective has been to position the Riviera Nayarit as an emerging destination for Spanish travelers, highlighting its offer of nature, luxury, wellness, and the region’s rich local culture. This has been implemented through an effective promotional strategy executed by the Riviera Nayarit Convention and Visitors Bureau (CVB) and its Communications and PR office in Spain.
These actions resulted in announcements such as the one recently issued by Spanish wholesaler World2Fly—the Iberostar Group’s airline—, which will fly in the summer of 2022 from Madrid to eight destinations in North America and The Caribbean, including Puerto Vallarta/Riviera Nayarit.
“World2Fly’s new flight opens the outlook for the entire region, especially the Riviera Nayarit. The CVB has maintained a brand presence in the Iberian Peninsula since last year through media publications, webinars, tourism fairs, and PR actions,” said Marc Murphy, managing director of the CVB.
Aeromexico has also announced new air frequencies from Spain to Mexico beginning in December of this year. It will operate two new direct routes linking Madrid with Guadalajara and Monterrey and the existing route to Mexico City. These routes are expected to generate a strong flow of Spanish passengers to the region.
The Spanish tourism industry is no stranger to the potential of “Mexico’s most desired luxury destination” and has important investments in the region, most notably the Iberostar Playa Mita hotel inaugurated in December 2013, the first on Mexico’s Pacific coast. The 452-room hotel is part of the company’s Premium Gold category, which offers five-star hotels with luxury services. Its opening marked a vital boost for the development of tourism in the Litibú area, contributing to the region’s revitalization and the generation of 450 direct jobs.
The content strategy in 2020 primarily focused on the main tourist attractions of the destination that are not yet popular in the Spanish market: natural wonders, magical towns, luxury hotels, gastronomic offerings, local Huichol culture, etc., with particular emphasis on places such as Compostela, Mexcaltitán, Isla Isabel, and Sayulita.
The following figures resulted from these actions: 269 Clips; 451,828,791 Impressions; 1,403,176 euros in ad value, and 4,836,534 euros in PR value. The positive trend continues, as in the first half of 2021 alone, we achieved 451,540,270 impressions.
There is also a continuous presence in important Spanish media, among these: El País, Condé Nast Traveler, El Mundo, La Vanguardia, Viajar, El Economista, ABC, Marie Claire, La Sexta, RNE, Viajes National Gographic, and De Viajes.
Meanwhile, travel writers and journalists, bloggers, and influencers such as Álvaro Rojas, Marina Comes, Diana Millos, Travel The Life, and Javy Cubo, among others, have visited the destination.
“The approach we have taken in Spain is yielding results. We are delighted with the good numbers registered in the Riviera Nayarit, but we have to double down on our efforts and continue to exceed our goals,” concluded Murphy.
The Riviera Nayarit is a safe destination. Our hotels, restaurants, and tourist establishments follow all the health protocols established by the Federal Government’s Ministry of Health and operate at the allowed capacities. Access to the beaches is limited. Be a responsible tourist: wear your mask and keep your distance.
The Riviera Nayarit Convention and Visitors Bureau (CVB) and the Bahía de Banderas Hotel and Motel Association (AHMBB) reaffirm their commitment to the strategic promotion of the destination. They pursue areas of opportunity and consolidate new markets to increase the number of incoming tourists to the destination for the benefit of all Nayarit residents with the support of the Government of the State of Nayarit.