Feature: Mexico takes steps to lure more Chinese travelers

China's outbound tourism is growing by leaps and bounds, leading countries around the globe to compete for a share of this potentially gigantic market. Mexico is no exception.

Mexico's Ministry of Tourism (Sectur) has already taken some small yet significant steps to lure Chinese travelers to its beaches, historic landmarks and colonial cities.

In December 2014, in conjunction with its Chinese counterpart, China's National Tourism Administration, Sectur declared 2015 to be the Year of China-Mexico Tourism.

This year, Mexican tourism officials embarked on a promotional tour in China, participating in two travel trade fairs in Beijing in April and June, and holding an educational seminar in Guangzhou in June for Chinese travel agencies, websites and press, under the banner "Mexico, Live It to Believe It."

Sectur also plans to soon launch the "Close to China" seal for tourism firms and establishments that have developed and maintained measures to provide quality service to the Chinese market, the ministry said in a recent statement.

The seal, or "distinction" as the ministry calls it, would recognize special efforts by tourism service providers to cater to Chinese travelers -- one of the world's fastest-growing travel markets -- such as Chinese-language signs and brochures, and on-site interpreters, Sectur said.

So far, a pilot program has been tested in the capital Mexico City, the Caribbean resort of Cancun, and the northern cities of Monterrey and Tijuana -- destinations that get the most Chinese visitors -- with the participation of 32 tourism companies.

Several major international hotel chains already offer services exclusively designed for their Asian clients. As part of its personalized travel program, Starwood Hotels & Resorts provides such bespoke touches as in-room tea kettles and, at some of its restaurants, breakfast staple congee.

The World Tourism Organization (WTO), which designated Sept. 27 as World Tourism Day, reports some 100 million Chinese are traveling abroad each year.

However, in 2014, only 75,665 Chinese travelers arrived in Mexico, which was 25 percent more than in 2013 and 58.3 percent more than in 2012.

The 2015 statistics show the upward trend is continuing. In the first five months of the year (January to May), 39,423 Chinese travelers arrived, 26.1 percent more than in the same period the year before.

According to Sectur's calculations, its potential Chinese market numbers 10.7 million, so there's plenty of room for improvement.

The typical Chinese visitor to Mexico, Sectur said, is from Beijing or Shanghai, between the ages of 25 and 45, visits Mexico City or Cancun, stays an average of seven nights and spends a little over 2,600 U.S. dollars, including on transportation.

Destination reviews posted on the Chinese version of TripAdvisor and similar travel planning websites appear to bear this out.

"Beautiful beaches, clear seawater, soft white sands, and tall and bushy palms are what constitute Cancun," a contributor named Lynn wrote on mafengwo.com in April. "Walking along the beaches while admiring the attractive sea, I totally forgot all of life's sorrows, and just wanted to swim in the big blue."

Also on mafengwo, globetrotter Lucyinsisu wrote: "I like the convenience and prosperity of Japan and America, but they are too expensive. I am a fan of flickering coconut trees and beautiful beaches in Southeast Asia, but they look too similar to China. I also enjoy the mountains in Nepal, and the architecture of India. But all of the above got nothing on Mexico, which is far from China with relatively low prices and rich culture. In addition to having pyramids and the Caribbean Sea, Mexicans are extremely friendly."

Sectur hopes the promotional tours will bring more Chinese visitors, or at least coax those already here to stay longer, by promoting its other popular vacation destinations, including Los Cabos and Puerto Vallarta on the Pacific Coast.

Jorge Hernandez, president of the Mexican Federation of Tourism Associations, said a simpler, speedier and more streamlined visa application process would help boost inbound tourism.

"That would really help to draw a greater number of tourists from Asia," he said. Endi