30/06/2008Certificacation will increase Group Tourism from USA

*The Cancun Convention and Visitors Bureau managed to get the PCMA to provide the CASE Certification in order to master group tourism promotion among private associations in the United States
*This type of tourism currently represents 18% of hotel occupation and has the potential to include Congresses, Conventions and Incentive Travel

Cancun, Q. Roo (June 30, 2008) In order to attract more business tourism from the U.S. meetings and conventions sector, the Cancun Convention and Visitors Bureau (CVB) contracted the Professional Convention Management Association (PCMA) to provide CASE Certification and training to Cancun sales executives about related market trends.

Fernando Cervantes Mondragon, Director of Groups and Conventions of the CVB, emphasized that the Certificate Association Sales Executive (CASE Certification) will start on August 5 and will increase Cancun’s competitiveness. This will attract more tourism from the American market which organizes more than 100,000 group meetings annually, of which only 30% are held abroad. A minimal percentage of these meetings are held in Mexico and Cancun.

The executive added that currently the group tourism market represents about 18% of hotel occupation in Cancun and that this segment could grow further by professionally promoting our destination to US-based private and business associations.

Cervantes Mondragon also stated that for the first time, the CVB brought PCMA experts from the United States to present the first segment of the certification. During this three month session, these experts will also attend the summary meeting and final examination on October 28. The rest of the modules will be offered via Internet through a chat or blog where participants will be able to ask questions and receive advice on their respective subjects.

Among other things, this certification will allow participants to better understand the economic challenges, dynamics, culture, and innovations of American associations. It will also help strengthen loyalty and forge long lasting relationships which improve participants’ relations with clients. The certification will have a cost of $675 and an unlimited quota of participants.

The following subjects will be analyzed in the 12 modules: Associations, Structure of Associations, Future Opportunities and Risk of Associations, the Role of the Group/Adults Segment as Apprentices, Future of Communications, Cultural Diversity, Sales Relationships and Value of the Proposals and Overview of the Group Business.

The CVB Director of Groups and Conventions added that both in the domestic and international markets Cancun is an attractive destination to organize congresses, conventions and incentive travel as it offers excellent air travel, first class hotel accommodations, efficient tourist infrastructure, good public safety and affordable rates, among other things.

It is important to mention that Cancun has over 20 hotels with the capacity to organize large events and a Convention Centre that can hold more that 8,000 participants.

Finally, Cervantes Mondragón added that this market segment will always be beneficial to this destination as it pays higher hotel rates, spends 30% more than the sun and beach tourist, and occurs during low season months.

Cancun Convention and Visitors Bureau

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