Mexico is set to market its distinct cultural history and diversity to the Asia-Pacific region.

The Mexico Tourism Board has broken ground on its efforts to boost tourism from the Asia-Pacific region, with the board’s chief operating officer visiting Hong Kong industry heads earlier this week.

The visit by Rodolfo López-Negrete (“the first official visit of its kind”) marked a strengthening of the board's new, “notable” Asia-Pacific strategy, with hopes to “demonstrate greater commitment and reliance on the Asia-Pacific region in driving tourism growth”.

The Mexico Tourism Board plans to position Mexico as an iconic cultural travel destination “in the same vein as Egypt, China or Italy” through Mexico’s 2012 Mundo Maya, a celebration of Mayan culture across five states: Campeche, Tabasco, Yucatan, Quintana Roo and Chiapas.

Last year saw international tourism to Mexico grow to over 23.4 million, making it the tenth most visited country in the world. 

During this period, numbers from the indefatigable Chinese traveler increased by 32 percent, and it is on this growth the tourism board wishes to capitalize.

e-Travel Blackboard spoke to Puerto Vallarta Convention and Visitors Bureau director general Guillermo Ohem Ochoa in San Francisco, who foresaw great growth from the Asia-Pacific region. 

Given the numbers of Australians, in particular, traveling into North America, Mr Ochoa admitted there was great opportunity to tap into the ‘almost there’ market.