Consejo de Promoción Turística de México (CPTM)

A Country at Your Fingertips

Creating an immersive user experience

Challenge

With more than 34M visitors in 2016, Mexico occupies the ninth place among the most popular tourism destinations in the world. As one of the key channels for promoting the country’s vibrant and diverse offerings, visitmexico.com was in need of a substantial content and functionality upgrade. To that end, the Tourism Promotion Council of Mexico (CPTM) turned to MBLM to develop a new digital platform that would engage visitors by enriching the content and creating a curated, personalized experience for each market segment.

Based on thorough analysis, the MBLM team developed a comprehensive plan to revamp the site in order to provide a truly immersive user experience.

Working closely with the CPTM, MBLM developed a new approach to displaying and generating content and imagery. The vibrant and colorful look and feel builds upon the essence of Mexico’s country brand identity – created by MBLM and launched in 2005 – reinforcing the geographical and cultural diversity that makes Mexico a truly unique destination.

The user interface has been redesigned to enhance awareness and provide easy access to multiple areas of interest. From spectacular nature to archeological sites, picturesque colonial towns and modern cities, from traditional crafts to the contemporary art scene, music to distinctive cuisine, the new site provides invaluable information to visitors.

The powerful search engine allows the user to navigate destinations and activities, find inspiration from other travelers and learn more about specific areas of interest. Each destination displays basic and functional information such as when to visit, how to get there, where to sleep, and what to do.

Additional functionalities to be integrated into the site in the coming months include a travel planning tool that helps visitors to plan routes and itineraries, as well as assist them in planning events such as weddings, conventions, and more. To reach out to its global audience, the site will be available in 9 languages.



Results

The new site makes it easy, informative and engaging for visitors to discover Mexico’s extensive and diverse tourism offerings. The new platform will enable the CPTM to gather significant data that will be critical in the development of promotional activities and help establish stronger ties to individual destinations and travel partners.

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