The Mexico Tourism Board has announced an investment plan to rebuild confidence in travel to Mexico. The action plan has three main objectives:

- to protect the tourism industry and employment
- maintain air connections
- reposition Mexico as a popular tourist destination

Close to £58 million (1,200 million Mexican pesos) has been set aside by the Treasury and Mexico Tourism Board for this investment plan.  President Felipe Calderon said: “The recovery plan is the start of the campaign to encourage travellers to return to Mexico.” President Calderon confirmed that the government is looking at ways to reduce taxes in the tourism sector and to cover the losses suffered by the tourism sector over a three month period. They are also considering a 50% reduction in cruise taxes. Other plans include a financing program to help small and medium sized companies in the tourism and aviation sector.

Rodolfo Elizondo Torres, Secretary of Tourism, confirmed that the fund of £58 million (1,200 million pesos) for the recovery plan will encompass a national and international PR strategy campaign. Elizondo Torres said: “We are concentrating our resources in three main areas in order to respond effectively to all our audiences. We are therefore working closely with foreign governments and international organisations; our investors and commercial partners in all sectors; and the travel industry - tour operators, hotels, travel agencies, airlines, and the press and consumer”.

The campaign will be coordinated by the Mexico Tourism Board.