VZCZCXRO4676
PP RUEHCD RUEHGD RUEHHO RUEHMC RUEHNG RUEHNL RUEHRD RUEHRS RUEHTM
DE RUEHME #4917/01 2542158
ZNR UUUUU ZZH
P 112158Z SEP 07
FM AMEMBASSY MEXICO
TO RUEHC/SECSTATE WASHDC PRIORITY 8833
INFO RUEHXC/ALL US CONSULATES IN MEXICO COLLECTIVE PRIORITY
RHMFIUU/CDR USNORTHCOM PRIORITY
RHMFIUU/CDR USSOUTHCOM MIAMI FL PRIORITY
RULSDMK/TRANSPORTATION DEPT WASHDC PRIORITY
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RUEATRS/DEPT OF TREASURY WASHDC PRIORITY

UNCLAS SECTION 01 OF 02 MEXICO 004917 
 
SIPDIS 
 
SENSITIVE 
SIPDIS 
 
STATE FOR WHA/MEX, WHA/EPSC, EEB/TRA/AN AND DRL/AWH 
USDOC FOR 4320/ITA/MAC/WHA/ONAFTA/GERI WORD 
TREASURY FOR IA (ALICE FAIBISHENKO) 
 
E.O. 12958: N/A 
TAGS: EIND EAIR ELAB PGOV MX
SUBJECT: TOURISM UNDER SECRETARY TALKS OPEN SKIES, 
HURRICANES, AND ALTERNATIVE TOURISM 
 
 
Summary and Introduction 
------------------------ 
 
¶1. (SBU) On September 10, EconCouns and EconOff met with 
Mexican Undersecretary for Tourism Operation, Francisco 
Madrid Flores, and Director General of Regional Programs, 
Juan Carlos Arnau Avila. When Econoffs noted the benefits of 
a U.S.-Mexico open skies deal Flores said pre-clearance for 
passengers at Cancun would go further in increasing the 
number of tourists to Mexico than an open skies agreement. 
He noted the Secretariat of Tourism SECTUR) had developed a 
strategy to prepare the industry for the next major 
hurricane.  He also described how, as part of President 
Calderon's National Development Plan, the National Tourism 
Program seeks to increase alternative tourism. 
 
We Say Open Skies, They Say Pre-Clearance 
----------------------------------------- 
 
¶2. (SBU) Responding to EconCouns suggestion that a 
U.S.-Mexico open skies deal could spur tourist arrivals, 
Flores said that Mexico does not need open skies to 
facilitate air travel for tourists.  Major tourism 
destinations have a sufficient number of flights, and the 
Mexican government is open to designating additional city 
pairs when necessary.  He countered that having a U.S. 
Customs and Immigration pre-clearance facilities in Mexico, 
specifically in Cancun, would help increase tourist arrivals 
much more than an open skies agreement.  (Note: Embassy has 
previously submitted a diplomatic note detailing all the 
requirements necessary to move forward with pre-clearance 
discussions.  The GOM has not responded to the diplomatic 
note, and further discussions await Mexico's response.) 
 
Hurricane Preparedness 
---------------------- 
 
¶3. (U) Flores explained that following the 1985 earthquake, 
the government of Mexico (GOM) decided to focus on 
prevention, in dealing with large disaster scenarios to avoid 
the casualties and destruction that occur when governments 
are left unprepared.  The GOM created a national system of 
civil protection groups to manage disaster relief efforts and 
ensure that all pertinent federal and local agencies are 
aware of disaster plans.  The hurricane group is under the 
auspices of the Secretary of the Interior and meets to 
discuss plans of actions depending on the predictions for any 
incoming storm. SECTUR is a member of the hurricane group and 
has a position that varies depending on the possible effect 
on tourism. 
 
¶4. (U) Flores admitted that SECTUR does not have local 
offices and is limited in what it can do on the ground in the 
event of a hurricane.   The main function of SECTUR's 
participation in the hurricane group is to disseminate 
information to the tourism industry.  They also work closely 
with the Secretariat of Communications and Transportation to 
stop air passengers from arriving and encourage evacuation. 
Flores said that this was a lesson learned from previous 
hurricanes where airlines continued to bring in passengers or 
stopped outgoing flights stranding evacuating passengers. 
 
¶5. (U) Flores explained that SECTUR runs training programs to 
assist members of the tourism industry in preparing for a 
hurricane and keeps abreast of private company plans. 
SECTUR has also helped to organize programs for tourists in 
effected regions.  For example, in the event of a storm in 
the southern Yucatan, guests will be able to board 
pre-contracted buses to vacant hotel rooms in the northern 
Yucatan, and vice versa.  Additionally, the Chief of Staff's 
office in SECTUR, along with the Secretariat of Foreign 
Relations, is in charge of communicating with foreign 
embassies to provide information.  This linkage is important 
because, despite evacuations, some tourists will remain in 
affected areas.  Flores said that European tourists stranded 
in the event of a hurricane presented the most difficult 
challenge because long flight times mean that changes to 
flight plans were difficult and tourists could arrive to find 
a situation much worse than expected at departure from their 
 
MEXICO 00004917  002 OF 002 
 
 
home countries. 
 
¶6. (U) Flores stressed that the GOM is prepared for this, and 
future hurricane seasons.  He believed SECTUR had gained 
credibility over the years and tourism companies listened to 
and abided by plans of action when announced, including 
requests for evacuations and closures.  Cancun hotels 
specifically were well prepared and have successfully taken 
care of tourists, including during 2005's hurricane Wilma 
where the long duration of the storm challenged the viability 
of even the most well laid pre-storm plans.  According to 
Flores, hurricanes Wilma and Dean and west coast tropical 
storm Henriette have all been recent tests of preparedness 
that the country has, for the most part, successfully passed. 
 
 
Tourism Diversification 
----------------------- 
 
¶7. (U) Mexico's tourism industry is diversifying.  Though 
Mexico has generally been viewed as a "sun and beach" 
destination despite its rich cultural and ecological 
heritage, the GOM is trying to encourage investment in 
colonial areas and natural parks to attract "alternative 
tourism."  There are 14 government agencies that are involved 
in "rural tourism" and part of SECTUR's current drive is to 
unite these agencies to develop infrastructure and promote 
these locations as alternative to the beach. 
 
¶8. (U) Promoting alternative tourism is also a key component 
in President Calderon's National Development Plan (NDP). 
Tourism diversification will feature prominently in the 
National Tourism Program, due to be released in mid-to-late 
November.  Small and medium size companies involved in 
cultural and environmental tourism provide needed employment 
in underdeveloped regions, especially the South and help 
"maintain the atmosphere" that is vital for successful 
alternative tourism.  At the same time, new job creation in 
the tourism industry is cheap compared to other industries. A 
new job in the Mexican tourism industry costs between 
15,000-20,000 USD of investment while a new job in 
manufacturing could costs 5-10 times as much. 
 
¶9. (U) The GOM assists small companies using a three-part 
program.  SECTUR promotes company professionalization by 
teaching customer service skills and providing consultants to 
help the companies develop.  They also help locating public 
and private financing for the firms.  Additionally, the GOM 
facilitates the opening of new small tourism businesses by 
streamlining the approval processes to as little 72 hours. 
 
Comment 
------- 
 
¶10. (SBU) While we were disappointed by Flores' dismissal of 
the benefits of open skies, the proposed sale of Aeromexico, 
the remaining state-owned airline, may provide an opening for 
more active Embassy advocacy.  SECTUR and the GOM do appear 
prepared to help achieve President Calderon's desire to make 
Mexico one of the 6 major tourism destinations by the end of 
his sexenio.  While that goal is nearly impossible given the 
other priorities that the Calderon administration must 
handle, an increase in alternative tourism will help the 
mostly poor Mexicans who live in off-the-beaten-path 
locations that are perfect for this type of tourism 
development. 
 
 
Visit Mexico City's Classified Web Site at 
http://www.state.sgov.gov/p/wha/mexicocity and the North American 
Partnership Blog at http://www.intelink.gov/communities/state/nap / 
GARZA