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Tuesday, December 6, 2022

Yucatán boosts its own unique brand in Europe

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Carlos Rosado van der Gracht
Carlos Rosado van der Gracht
Born in Mérida, Carlos Rosado van der Gracht is a Mexican/Canadian blogger, photographer and adventure expedition leader. He holds degrees in multimedia, philosophy and translation from universities in Mexico, Canada and Norway. Sign up for the Yucatán Roundup, a free newsletter, which delivers the week's top headlines every Monday.
Tourism officials in Yucatán are expecting the state to have its best summer season since 2019. Photo: Carlos Rosado van der Gracht / Yucatán Magazine

Authorities from Yucatán announced a new campaign to promote the state as a destination for European travelers. 

The new strategy was unveiled Wednesday by Yucatán tourism minister Michelle Fridman during Acapulco’s travel trade show. 

European tourism has long made up a considerable portion of visitors to the Mexican state, especially during the summer months, but is still eclipsed by tourists and snowbirds from the United States and Canada. 

Other than geographical proximity, one of the reasons for this may have to do with a lack of direct flights between Yucatán’s capital, Mérida, and the European continent.

Flights between Mérida and Europe have existed in the past but ultimately did not prove popular enough to stay active for long. For example, the short-lived connection between Mérida and Italy

Earlier: Mérida, but not the Caribbean resorts, named in Airbnb survey

Among the efforts currently being carried out is an agreement with one of Spain’s largest travel agencies, El Corte Ingles. 

“Yucatán has long been a preferred destination for Europeans, but we really want to work on attracting even more transatlantic travel to the state. The United States and Canada are important but can’t be our only focus,” said Fridman.

Fridman also took the opportunity to talk up Yucatán by mentioning that it has once again ranked as the safest state in the country, recently won several awards, and topped several travel lists

Another significant development announced during the travel expo is the establishment of a Volaris-operated Mérida – León flight, which will bring easy connectivity between Yucatán and the central Mexican state of Guanajuato — and notably, the expat haven of San Miguel de Allende.

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