Mexico Devotes $92M to Luring Back Visitors

Mexico’s tourism board is taking a trickle-down approach to luring vacationers back after the swine flu outbreak, Advertising Age reports. It’s kicking off a $92 million campaign by urging Mexicans to counteract the negative perceptions and show visitors “that Mexico is not only a beautiful country but is also strong and capable of facing the toughest adversities,” says President Felipe Calderon.

“We await visitors from all over the world with open arms to our beaches, cities and towns,” he continues. “This should be a true national movement that needs the participation of every Mexican citizen.” International ads are also forthcoming, says a rep for the country’s tourism board. (More Mexico stories.)