Puerto Vallarta, Mexico - The joint efforts being made by Riviera Nayarit and Puerto Vallarta, together with the dedicated support of the Federal Tourism Secretariat through the Mexican Council for the Promotion of Tourism (CPTM) is creating results through the opening of new routes to the Gustavo Diaz Ordaz Airport, which will benefit both destinations, representing a great opportunity for joint marketing.
Last month, Virgin America announced a new flight from San Francisco five times per week, and Arkefly, a Tui Nederland operator, announced a new direct weekly flight from Amsterdam. These new flights have created the required backdrop for an aggressive marketing campaign with investments of up to $600,000 USD by all parties, paired with another $500,000 USD provided by the airlines.
These airlines estimate that their two new flights will generate annual sales of 77,000 seats to Riviera Nayarit and Puerto Vallarta: 62,972 through Virgin America and 14,560 through Arkefly, generating an economic windfall of $106,652,000 USD for our region.
Virgin America will fly from San Francisco five times per week with aircraft seating 173 passengers. The average stay for their passengers in this region is five days, and by considering an average expenditure of $200 USD per person per day, it's estimated that these visitors will spend a total of $62,972,000 USD in our region.
In order to promote these new flights, the airline has already devised a marketing strategy that includes billboards, radio, print publications and Internet ads, which will run in San Francisco mainly during the months of October and November. This campaign will represent an investment of $300,000 USD, provided in three equal parts by the CPTM, Puerto Vallarta and Riviera Nayarit, while Virgin America will provide another $200,000 USD.
Arkefly's aircraft will seat 280 passengers, and since it's estimating that it'll sell 14,560 seats in one year and that the average stay for European tourists is 15 days, the estimated economic downpour to our region will be $43,680,000 USD.
The advertising campaign associated with this flight, which will bring the European market back to the region, includes publications in specialized travel magazines, a familiarization tour for travel agents, program mailings, travel agents, and television, radio and printed publications. An investment of $300,000 will also be provided in three parts by the CPTM, Puerto Vallarta and Riviera Nayarit, matching $300,000 provided by Arkefly.Marc Murphy, Managing Director of the Convention and Visitors Bureau of Riviera Nayarit commented on this joint initiative: "We've always stated it: together we can achieve better things. It's important to support the Mexico brand and that all sectors of the touristic industry in Mexico work together." He also added a special appreciation note to the National Sectur and to the CPTM for their unconditional support of these projects.