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About this document
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- 29 pages
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- $29 one-time, yours to keep
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- Format
- Subject
- Crisis Management, Public Relations, Tourism
This case study covers the Mexico Tourism Board’s response to the H1N1 outbreak in 2009. It details the financial impact on tourism and the $92 million marketing campaign launched to restore Mexico’s image as a tourist destination. It is useful for understanding crisis management in public relations.
What's inside
- Mexico Tourism Board's role and mission
- Economic importance of tourism in Mexico
- History and impact of the H1N1 outbreak
- Financial implications for Mexican tourism
- Media response and the marketing campaign
- Timeline and concluding statements
Who it is for: Students studying public relations, tourism, and crisis management. (Undergraduate)
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Summary
Mexico's tourism industry faced a severe challenge during the 2009 H1N1 outbreak. The document looks at how the Mexico Tourism Board responded to the crisis. Students learn about the steps taken to manage the crisis and restore confidence in Mexican tourism.
Economic Importance of Tourism
Tourism is crucial to Mexico's economy. The document explains how the sector supports jobs and contributes to the country's wealth. Mexico's national currency, the peso, was affected by the outbreak.
H1N1 Virus and its Impact
The H1N1 virus, also known as swine flu, spread rapidly in Mexico. It caused serious health issues. The outbreak led to a drop in tourism and had financial effects on the country.
The Mexico Tourism Board's Response
The Mexico Tourism Board paused its public relations activities. It then launched a campaign to rebuild the image of Mexican tourism. The campaign aimed to restore tourism to normal levels and support local families.
Timeline of Events
The document provides a timeline of key events during the H1N1 outbreak. It includes the initial outbreak, the response from health authorities, and the actions taken by the Mexico Tourism Board.
Key terms
- H1N1
- A virus that caused a flu pandemic in 2009, also known as swine flu.
- Mexico Tourism Board
- The government agency responsible for promoting tourism in Mexico.
- Vive Mexico
- A campaign launched to restore tourism in Mexico after the H1N1 outbreak.
- Peso
- The national currency of Mexico, which weakened in value during the H1N1 outbreak.
- International Monetary Fund
- An organization that supports economic stability and growth, which was involved in stabilizing the peso.
- U.S. State Department
- The U.S. government agency that issued travel alerts during the H1N1 outbreak.
Questions this document helps with
- What steps did the Mexico Tourism Board take to manage the H1N1 crisis?
- How did the H1N1 outbreak affect Mexico's tourism industry?
- What was the Viva Mexico campaign?
Summary written with AI from the document's text.
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