Dear Travel Partner,
As you know, there have been a number of unfavorable stories about travel to Mexico in the media over the course of the last month, from the tragic story of the young woman from Milwaukee who died while on a family vacation, to the recent Travel Advisory issued by the US State Department.
These stories are especially disturbing to all of us for a variety of reasons. First, we want all of our customers to return home safe after a relaxing and enjoyable vacation. Secondly, we know that Mexico is a wonderful destination for a beach vacation, and Apple Vacations has been sending guests to beautiful resorts across Mexico for nearly 50 years. Finally, we all make our living in this business, and when tourism to Mexico gets a bad name, business suffers.
Mexico is one of the world’s great tourism destinations. We are confident that our customers are safe when traveling to the resorts we offer. Apple Vacations intends to be more active in working with our travel partners, the Mexico Tourism Board, and others to tell the full story, address safety concerns, and put some of the recent stories in perspective.
In response to concerns that visitors to all-inclusive resorts have been offered tainted alcohol, we have requested that all of our partner resorts confirm their liquor handling processes. Mexico’s federal and state governments have conducted searches and inspections, and are generally increasing enforcement. Our sister company, AMResorts, is conducting an especially rigorous review of its processes. We are stressing the importance of drinking responsibly, never mixing medications and alcohol, and taking normal precautions to prevent dehydration, heat exhaustion or other health risks while on vacation in Mexico…or anywhere else.
The State Department’s travel advisories are important and cannot be dismissed. However, they should be read carefully and taken in context. The crime and violence rates referenced in the recent travel advisory are for broad regions, while the incidence of this activity tends to be highly concentrated in areas which are not frequented by travelers. It is also worth noting that the crime statistics referenced in the advisory for Mexican destinations are lower than many U.S. cities. In fact, many countries have issued travel advisories to their citizens, warning about the dangers of travel in the U.S. In both cases, visitors who use common sense and travel in areas frequented by other tourists are safe and have enjoyable visits. Finally, it’s worth noting that our customers are picked up by Amstar DMC at their arrival airport and spend their time in restricted access, security patrolled all-inclusive resorts which are well-staffed and offer many activities and amenities.
When addressing concerns with your customers, it is helpful to reference sources not directly involved in our business, since they are objective and offer more credibility. Click here for a message I received from the Mexico Tourism Board which has links to stories in various U.S. and international publications about travel to Mexico. I encourage you to read these articles and forward them to customers who may have concerns.
As always, thank you for your continued support. I am confident that through our combined efforts, we will be successful in persuading potential travelers that they can travel to Mexico with confidence, and enjoy a safe and enjoyable vacation. If you have any specific questions or concerns, please contact your Apple Vacations Sales Representative.
President, Apple Vacations