By: Eduardo Rivera S.
CEO of Global Media Investment
More than just a source of income, tourism in Mexico has been for a while a driver of economic and social development. With destinations as diverse as ours and a culture that attracts millions of visitors each year through its blend of history, folklore, gastronomy, and leisure spots, the tourism sector has plenty of resources to entice travelers. However, it also faces the challenge of staying at the forefront of innovation and sustainability.
A few weeks ago, Mexico’s Secretariat of Tourism (Sectur), under the leadership of Secretary Josefina Rodríguez Zamora, enthusiastically announced the call for entries for the “Recognition for Innovation in Mexican Tourism Products 2025.” This initiative aims to highlight projects that have redefined the meaning of traveling in Mexico. From my perspective as a business leader committed to the impact of technology in the sector, this recognition not only validates current advances but also promotes the adoption of strategies that will secure Mexico a prominent position in global tourism.
Innovation as a Pillar of Tourism
The concept of “innovation in tourism” goes beyond technology. It is about creating unique experiences tailored to the needs of a discerning and environmentally conscious traveler. In this regard, I have had the opportunity to collaborate on projects where artificial intelligence (AI), augmented reality, and other digital tools have transformed how tourists plan and enjoy their trips.
For example, at Global Media Investment, we have developed AI-based solutions that allow users to personalize itineraries according to their preferences. This technology not only enhances the traveler’s experience but also helps tourism operators optimize their resources and generate higher revenues.
A notable case in Mexico is the use of augmented reality to offer virtual tours of historical sites before a trip. This capability not only increases interest in visiting the destination but also educates and sensitizes tourists about the importance of preserving our heritage.
Sustainable Tourism: A Necessity
The effects of climate change are undeniable in today’s world, making sustainable tourism a priority for many. Modern travelers increasingly value responsible practices that minimize environmental impact and benefit local communities.
In this regard, Sectur has been promoting initiatives that integrate sustainability and innovation. One example is the support for emerging destinations recognized for their biodiversity and culture, fostering tourism models that prioritize respect for the environment and social inclusion. Secretary Rodríguez Zamora has emphasized the importance of balancing the traveler’s experience with the protection of our natural and cultural heritage. Her stance aligns with Sectur’s recent efforts to promote innovation and sustainability in the tourism sector.
Opportunities for Businesses
Businesses play a crucial role in this transformation. Incorporating innovation and sustainability into their business models is not just a competitive advantage; it is a necessity to remain relevant in the global market.
At Global Media Investment, we have worked with tourism partners to develop strategies that combine advanced technology with sustainable practices. For example, we collaborate with hotels that have implemented renewable energy systems and recycling programs while integrating technologies like digital keys and virtual assistants to enhance the guest experience.
Participating in initiatives like the “Recognition for Innovation in Mexican Tourism Products on 2025” is an opportunity for businesses to showcase their commitment to these principles. Such calls for entries not only highlight best practices but also foster the exchange of ideas and collaboration among different stakeholders in the sector, further expanding opportunities for tourism in Mexico.
Obstacles to Overcome
Despite progress, the path to innovative and sustainable tourism still faces significant obstacles. The lack of technological infrastructure in certain regions and resistance to change in some sectors are barriers that must be overcome. Moreover, it is crucial for businesses and governments to work together to ensure that developed solutions are accessible and beneficial to all.
Talent development is another critical aspect. We need to train new generations in technological and sustainable skills so they can lead the transformation of tourism in the coming years.
A Promising Future
It is evident that the future of tourism in Mexico will be promising if we can adopt a balanced approach between innovation, sustainability, and collaboration. Sectur’s call for entries reminds us that we are on the right path but also challenges us to redouble our efforts.
From my experience, I am convinced that strategic alliances between the public and private sectors are key to achieving the desired tourism model: one that is not only profitable but also responsible. At Global Media Investment, we will continue to invest in technology and sustainable practices as pillars for transforming tourism in Mexico.
The future of the sector cannot be built on isolated ideas; it requires concrete actions that reflect our commitment to the planet and future generations. We have the responsibility and the opportunity to lead this change. Now is the time to innovate with purpose and sustainability.
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