Market Insight

Travel Alberta has recently re-entered Mexico as a market after exiting in 2011. Changes requiring visitors from Mexico to obtain visas for travel resulted in a drop of visitation of around 50 per cent to Canada.

Since this time there has been a major shifts in the market and politically which indicate a much greater opportunity for Alberta today. In December 2016 the Federal Government lifted the requirement for travel visas by Mexican visitors that had been in place since 2009. 

This decision has elevated the importance of the Mexican market and has permitted pent up demand from Mexican travellers to once again consider Alberta as a vacation destination.

Market status for Mexico

Opportunity for growth

Mexico is the 9th largest source of overseas visitors to Canada from Destination Canada’s 2016 data. This represents 2.1 million potential travellers from Mexico, with a market share for Alberta at approximately 36 per cent or 737,000 potential travelers.

In 2017 Destination Canada predicts an estimated 36 per cent market growth for Mexico due to several factors:

  • The Canadian Federal Government decision to drop the travel visa requirement for Mexican travellers replacing it with the eTA
  • Mexican travellers are considering Canada over the USA, largely due to the international political climate and a favourable exchange rates between the Mexican peso and Canadian dollar.

Key initiatives

  • Leverage Alberta’s tourism brand to build a digital and social-first marketing in Mexico targeting high potential independent leisure, group and business travellers.
  • Align and leverage the Canada brand by partnering with Destination Canada on marketing initiatives.
  • Partnership agreements with online travel agencies such as Expedia to increase awareness and bookings to Alberta from the Mexico market.
  • Foster relationships and support marketing programs with key tour operators and receptive operators.
  • Engage and host Mexican social influencers and digital editorial media in Alberta, creating advocacy and awareness for Alberta’s tourism experiences.
  • Concentrated efforts on positioning Alberta as an exciting winter travel destination. Mexican travellers largely visit Canada in winter and spring, therefore Alberta’s ski, snowboard and winter experiences combined with city attractions are considered world-class. We will be opportunistic in our strategy to grow summer visitation.