Targeting Mexican Tourists

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Targeting Mexican Tourism - Case Studies

Visit Houston created a campaign called "Hola Houston" to attract more Mexican tourist. On the other hand, Tucson's Major Hospitals or the Tucson Health Associations which includes Banner Health, the Carondelet Health Network, Northwest Medical Center, and Tucson Medical Center is attracting Mexican medical tourists by developing a website in Spanish and by hiring a concierge to help patients connect with medical care in Tucson and navigate the healthcare system.


  • Houston tourism officials say Mexico is Houston’s No. 1 international market. Mexico brings in almost 2 million visitors per year.
  • In year 2015, a Mexican travel agency Best Day Travel Group (BDTG) and Visit Houston partnered to promote the destination through BDTG’s different channels of distribution, B2B, and B2C.
  • Since Visit Houston wants to attract more Mexican visitors, it launched "Hola Houston", a marketing campaign specifically designed to bring in more Mexican travelers.
  • The proposed executed strategy was the promotion, customization, and launch of the campaign, a new brand, focused on increasing conscience and awareness of Houston as a tourism destination targeting the Mexican audience.
  • From January 2015 to February 2017, the Mexican tourism in Houston increased to 2.3 visitors from 1.8. In 2017, the equivalent value of Houston's media coverage was US$225,000.
  • During the last trimester of 2017, Houston's social media followers increased by 75%. Social media participation during that time was measured at 15,000 new interactions, a 200% augmentation compared to the previous period and 45% higher than the year before.


  • Tucson’s major hospitals are collaborating with the local government in a new push to entice tourists primarily Mexicans to come for medical needs.
  • According to the Arizona Daily Star report, the Tucson Health Association which includes Banner Health, Northwest Medical Center, Carondelet Health Network, and Tucson Medical Center, hopes to entice tourists to go to the city for any elective and nonemergency services, like total knee replacements.
  • According to the Executive Vice President of Visit Tucson, Felipe Garcia, certain procedures in the US with be paid by some Mexican insurers. But he still expects that most visitors will pay out-of-pocket for the procedures.
  • Visit Tucson plans to develop a website in Spanish and have a concierge to attract Mexican patients and help them connect with Tucson's medical care and navigate the healthcare system.
  • Due to geographical proximity, it will be heavily marketed to those living in the Northern Mexico area.
  • The Texas Medical Center providers attract 15,000 medical tourists per year, and Tucson hospitals, through this effort, are hoping to be successful as well.



  • Foreign visitors to the United States are on the decline after 6 straight years of growth. And that includes a drop in Mexican travelers, Arizona’s biggest source of international visitors.
  • The Arizona Tourism Office in Mexico City trains travel agents and promoters, builds strategic alliances, and launches media and marketing campaigns. They even partnered with a local publication to produce a guide in Spanish that aims to attract Mexican tourists.


To look for case studies on how North American businesses or organizations have successfully targeted Mexican tourists, we focused our search for case studies from US-based brands, businesses, and organizations. We did an exhaustive search through several trusted media sites, business sites, press releases, and industry sources such as Forbes, LA Times, The Association of Hispanic Advertising Agencies, Media Post, Business 2 Community and several others. However, there has no publicly available case studies for the requested topic. We were not able to find companies that has direct marketing campaigns or initiative programs specific for attracting Mexican audience. The most related results we find for this strategy was successful US brands that attract Hispanic, which was not conclusive to provide due to the fact that Hispanics are composed of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race. Also, most of the results related to the requested topic are US businesses and organizations with programs primarily targeting Chinese tourists or other regions.

We switched gears and tried to find US states top destinations of Mexican tourists in order to find a helpful lead to find US-based brands, businesses, or organizations that has successful strategy targeting Mexican tourists. For this strategy, we have found out that the state of Arizona has a lot of efforts to attract Mexican tourists since this group is one of their big source of tourism market. Then we started to search for some US-based brands, businesses that are targeting Mexican tourists. We found here that Tucson Health Associations has an initiative targeting Mexican families for medical tourism. Then we tried to find if there were available case study report for this initiatives by checking Tucson Health Associations, trusted media publications and press releases website to no avail. Therefore, we manually created a case study for this and tried to provide all the requested data points. Unfortunately, after an exhaustive search, there has little data for the success metrics of this program. The only data we found here is that Tucson's major hospitals are expecting a success to this program by comparing this to the successful strategy of Texas Medical Center that attracts 15,000 medical tourists a year. We have provided other helpful relevant findings and presented them above.