Sustainable Tourism in Mexico: 8 Questions for Florentino Cabrera Garcia

Florentino Cabrera Garcia, Mexican diplomat, reveals to us in the TripLegend InterviewThe following pages show which sustainable projects in Mexico are particularly exciting at the moment, and what the "Magic Cities" are all about.

Question 1: Can you say a few words about yourself and your role in tourism in Mexico?

My name is Florentino Cabrera Garcia. I am a diplomat who has the privilege to represent one of the most wonderful countries: Mexico. My function is to promote all tourism destinations of Mexico in Germany. Before, I was posted to serve as a diplomat in Addis Ababa (Ethiopia) and Mexico City.

Question 2: What goals do you pursue with your work?

Our goal at the Embassy of Mexico is to contribute to recovering the bilateral tourism flows and the number of direct flights that we used to have between Germany and Mexico before the pandemic outbreak. Germany has been one of our top European tourism source markets, but it is still behind Spain, the UK, and France. Therefore, we would like that Germany becomes number one.

Question 3: Is sustainable tourism already entirely accepted? What needs to happen to be at the forefront here?

Sustainable tourism is one of the priority objectives of the Ministry for Tourism of Mexico (SECTUR). Within our Tourism Sectorial Program (2020-2024), we are looking to foster sustainable tourism throughout the Mexican territory. We have two flagship programs on this matter.

The first one is “Mexico Renace” (Mexico is born again) which consists in the creation of tourism circuits and welfare projects in harmony with nature, with the idea that tourism benefits reach indigenous communities. For example, the “Ruta del Pescado” (Fish Route) is a race that simulates the route that the best runners of the Aztec emperor Moctezuma followed to bring fresh fish from Veracruz to Teotihuacan (410 km). the circuit includes 6 Mexican states, 8 Magical Towns (Pueblos Mágicos), and 6 World Heritage Sites.

The second is the project for the development of tourism in Huasteca Potosina. This region is considered one of the richest in biodiversity. It is located in the Mexican state of San Luis Potosi (center), but extends to Tamaulipas, Veracruz, Puebla, Hidalgo, Querétaro and Guanajuato. SECTUR's master plan envisions Huasteca Potosina becoming both a symbol of natural beauty in Mexico and a model region for sustainable tourism.

Question 4: Some regions particularly benefit from tourism. Are there regions that should be put in the spotlight to let those locals benefit from tourism as well?

It is well known that Cancun (Riviera Maya), Mexico City, the Riviera Nayarit, and Los Cabos have been the most visited places in Mexico in the last decades. Of course, all these destinations have received benefits from tourism. However, our concern is precisely that tourism benefits haven’t reached other regions in Mexico and thus local communities. In this context, SECTUR is determined to foster a balanced development of Mexican tourism destinations with the development of new tourism spots based on social and environmental responsibility.

We are now promoting wonderful programs such as our “Magical Towns”, which is a special designation for those places with great symbolism and special magic that connects visitors with our roots and traditions. Currently, there are 132 Magical Towns throughout the Mexican territory. You could visit Sayulita in Nayarit, Taxco in Guerrero, Izamal in Yucatan, among others.

Moreover, we offer an interesting route named Adventure & Ecotourism based on the natural diversity of Mexico and its large number of natural wonders. For example, in Chihuahua, we have the wonderful Copper Canyon, which is the perfect spot to start exploring the entrance of the Sierra Tarahumara. One of the best ways to get to Copper Canyon is by taking El Chepe (Chihuahua-Pacific Railway). Once you are in the Copper Canyon, you can practice several sports such as camping, mountain biking, hiking, among others.

Question 5: Mass tourism in beachside resort towns could soon become a thing of the past. Organizations are helping Mexico's tourism industry reinvent itself for an audience that appreciates smaller, more sustainable options. How will this change succeed?

The key is, on the one hand, to diversify destinations and, on the other hand, to make tourists want to discover new tourist destinations beyond the big beach resorts. I have already spoken about Huasteca Potosina, however we have another project to help us do this: the Maya Train (El Tren Maya). The line is 1500 km long and runs through the states of Chiapas, Tabasco, Campeche, Yucatán and Quintana Roo. This train aims to improve the quality of life of local communities and initiate sustainable development based on three pillars: Tourism, Transportation and Commerce. This new means of transportation will make it much easier for tourists to visit ancient Mayan sites and small communities in southeastern Mexico. SECTUR and ONU-Habitat are currently working together to design sustainable communities around the new stations. Care is being taken to ensure that, on the one hand, all essential services are available for the population and, on the other, that an economic, social and ecological balance is maintained.

Question 6: More countries are turning to digital nomads by creating relevant infrastructures. How does Mexico manage to make itself attractive to this audience?

Most tourism developments in Mexico have enough digital infrastructure to welcome digital nomads. Nonetheless, and with the idea to open our pack of cards to them to new places beyond beach and sun destinations, we are looking to close the digital gap among the less developed areas (in terms of digitality). The Mexican federal government created the program “Internet for everyone” intending to extend the internet, together with the Mobil network and financial services, throughout the Mexican territory. Additionally, the Huasteca Potosina and the Mayan Train have contemplated creating the infrastructure for an extensive fiber optic network that will contribute to reducing the digital gap in Mexico.

Question 7: Why should people come and visit Mexico? What should be on their travel bucket list?

In terms of tourism offers, Mexico has a lot of options for travelers. From the most beautiful sun and beach to our spectacular archeological sites. It is hard to select them on a list. However, I think that there are some factors to highlight and may be decisive factors for tourists who are choosing where to travel:

• The quality of tourism attention in Mexico is spectacular. We have developed human resources dully trained to provide the best service to tourists.
• We have diverse destinations that include marvelous experiences, delicious culinary specialties in all regions, and colorful nature and urban landscapes that may entice your eyes.
• Mexico has proudly inherited the best of the ancient Mesoamerican cultures and is a natural bridge between North and Latin America.

Question 8: Can you explain Mexico's sustainable vision in 3 words?

Diversification, environmental responsibility, and tourism that benefits everyone.