INFO PV

In the wake of the flu outbreak that cost the country millions in tourism dollars, President Felipe Calderón on Monday launched a $90 million campaign aimed at reviving Mexico´s third-most important industry.

“Thousands of families throughout the country live off tourism,” said Calderón at a Los Pinos event to mark the launch of “Vive México.” “And these hardworking, honest people are going through a very difficult time.”

The campaign will include the participation of various sectors – arts, sports, business and media will all pull their weight, Calderón said. In addition, singer Plácido Domingo and champion Mexican golfer Lorena Ochoa will feature tourism ads in an attempt to lure back the ordinary visitor with the celebrity factor.

Other national and international stars will also be invited to participate, but Calderón did not name them. “[Vive México] is truly a national movement that requires the participation of all Mexicans, particularly the most prominent, the ones with the most talent,” he said.

Since the swine flu outbreak began in late April, tourism nationwide has been hard hit. The top resorts of Puerto Vallarta, Cancún and Acapulco have not had cases of swine flu, according to health authorities, but tourists have still stayed away. In early May, Calderón announced the creation of a multibillion peso fund that would help repair the damage to the nation´s tourism industry.

Calderón continually stressed the importance of attracting foreigners on Monday. “I invite all to join [us] so that foreign visitors know that coming to our country is a grand experience, that Mexico is not only a beautiful country, but also a strong country, capable of overcoming the toughest adversity. We await [foreigners] with open arms on our beaches, in our cities, in our towns,” Calderón said.