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Tourism development plan for the State of Veracruz

Success story

Tourism development plan for the State of Veracruz

Service Area: Destination Management
Capabilitiess: Tourism development, Product development, Competitiveness, Communication plan, Business model, Feasibility study, Attracting investors
Client: Department of Tourism Development of the State of Veracruz (SEDECO)
Location: Veracruz, Mexico

Veracruz is one of the states with greater diversity of natural ecosystems in Mexico. It also possesses a wide and rich range of archeological, cultural and monumental heritage. Owing to the state's great potential, THR was hired to design the state's plan of tourism development.

VeracruzThe main challenge for the state of Veracruz was to turn tourism into one of the main development boosters, capitalising on the geographic proximity of a great issuing market, such as the capital of the country, Mexico City, with approximately 20 million inhabitants.

Therefore, the Department of Tourism Development of the State of Veracruz commissioned THR with the elaboration of a Plan of Tourism Development establishing the main guidelines which will guide the government's action on territory infrastructures, features and planning in the development of sustainable tourism.


Pentagon of Sustainable Tourism


Pentágono de Turismo Sustentable
Source: Professor Muller –University of Berne- “The magic pentagon”

According to the request of the Department of Tourism Development of the State of Veracruz, THR's work focused on the following basic aspects:

  • Assessing and diagnosing the tourism potential of the territory based on the quantity and quality of its resources.
  • Identifying the tourism zones with greater potential.
  • Selecting and prioritising the tourism businesses or products which reveal better oportunities for each zone.
  • Identifying and assessing the needs of each zone to successfully compete in the selected businesses/products.
  • Designing competitiveness programmes to create and/or improve each zone's conditions.
  • Preparing programmes for product creation and development.
  • Designing programmes for the marketing and communication of products on offer.
  • Identifying business opportunities.
  • Conceptual development of business opportunities.
  • Viability study of business opportunities.
  • Elaborating a sales book to attract investors.

THR elaborated tourism development plan which established the main strategic directions that the government must follow to develop and maintain infrastructures and features, as well as to correctly plan the territory of Veracruz.

Furthermore, business opportunities were identified to attract investors who could contribute to increase the offer of products and tourism projects.


Components of Veracruz's tourism system


Componentes del sistema turístico veracruzano

Source: THR

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