From the Publisher's Desk
The Essential Key
A travel channel in the United States recently mentioned that passport applications for Americans have increased 63% over last year. We interpret this to mean that 63% more of the population is considering traveling in the near future.
 
This comes as no surprise. While young people may be heading out for an exotic holiday, more importantly the Baby Boomer generation, now in their 50s and early 60s, are looking for a safe holiday destination, or possible retirement home outside the States. Given the current climate of uncertainty worldwide over terrorist threats, we believe Mazatlán is a safe, affordable destination for tourists and retirees.
 
The essential key to getting the word out about Mazatlán´s viability as a livable, enjoyable beach resort or retirement location is advertising in English. This key element has been woefully lacking for many years. For example, a popular English language travel book entitled “Mexico Beach Resorts for Dummies” doesn´t even mention Mazatlán. There are no “Come to Mazatlán — the Friendly Beach Resort” ads or articles in American or Canadian newspaper travel sections. Why not? It stands to reason that if we wish to attract English speaking visitors from the States or Canada, we must advertise in the English media. This is simply good business sense.
 
Now is the time to start a concerted advertising campaign to attract those who are planning their 2004/2005 winter vacation. The Pacific Pearl´s website, with 5 million hits in the past year, provides potential travelers with upcoming schedules of events in Mazatlán. The Pearl magazine and its advertisers help visitors enjoy their stay with tips, articles and important information. In 2004, the Pearl published the Second Edition of the only English language Guide & Directory to Mazatlán.
We are dedicated to attracting tourists to our city, but this must be a communal effort. The Sinaloa State Co-ordinator of Tourism, tourist organizations and resorts must promote Mazatlán in the English speaking media to capture the emerging market. It must be a priority if Mazatlán is to survive as an attractive tourist destination for our near neighbors.
 
As an aside, the Pearl has sent a copy of its 2004 Guide & Directory to Mazatlán to the publishers of “Mexico Beach Resort for Dummies.” Hopefully, in their next edition Mazatlán will take its rightful place as a Mexican beach resort to rival Los Cabos, Puerto Vallarta and Cancún. We are also sending the Guide to eight other books we reviewed which pride themselves as being authorities on Mexico, but which contain outdated information on our friendly port town.
 
Michael J. Veselik
Publisher