If when you hear “Aguascalientes” the only thing that comes to mind is the celebration of the Feria Nacional de San Marcos, let us tell you that you are missing half the picture. The state has stepped up its game and today it is not only a reference for festivities and tradition, but has also become the ultimate hot spot for the meetings and events industry, conventions, and some of the most important events in Mexico.
We spoke exclusively with Lic. Verónica González López, General Director of the Aguascalientes Convention and Visitors Bureau, who told us how they changed their strategy to maintain activity throughout the entire year and why the state is more than ready to put itself forward for any major national event.
From Empty Venues to Venues Filled All Year Round
One of the main challenges for any tourist destination is avoiding having activity concentrated only during certain seasons. In Aguascalientes, the strategy began with the creation of the Convention and Visitors Bureau, an area focused on promoting the state as an event destination.
“The Convention and Visitors Bureau is a newly created area under Tere Jiménez’s administration, a governor with an international vision. That is why she created a specific area to promote and market the state. We have been present at all the fairs and events promoting the destination, and the results have been fabulous,” Verónica González explained.
This initiative has also made it possible to increase the use of venues intended for conventions and exhibitions, which previously had much more limited activity outside the periods of highest demand.
“Aguascalientes, the giant of Mexico, is now more than the Feria de San Marcos. Throughout the year, we have been receiving many visitors because of the large influx of people attending conventions and exhibitions. Previously, these venues became white elephants for the rest of the year. Today, fortunately, they are all active,” she stated.
Why Bet on Meetings Tourism?
In addition to attracting visitors, conventions and meetings represent an important economic opportunity for destinations. According to the Bureau, this industry generates greater economic revenue than leisure tourism.
“We are that synergy between the private sector and government to carry out efforts with venues, authorities, and security. We are talking about an industry that generates between 2% and 3% more economic revenue than leisure tourism. To date, we have held more than 600 events, and that speaks to the tremendous impact on the state,” González shared.
The Bureau’s work, she explained, also involves facilitating the organization of these gatherings by connecting organizers with venues, authorities, and suppliers so that the experience is easier.
The Word-of-Mouth Recommendation That Builds Trust
In the events world, when the experience is good, word spreads quickly. MICE industry leaders such as Fernando Compeán have experienced the destination’s openness firsthand:
“More than promotion, it is word of mouth. People like Fernando Compeán tell tour operators: ‘Aguascalientes is a destination with open doors and a government that wants to contribute.’ What speaks for you are the results and the great credibility that comes from the experiences people have already had here.”
Ready to Become Mexico’s Major Host Destination?
With a privileged location right in the center of the country, excellent connectivity, security, and an incredible welcoming atmosphere, Aguascalientes is not afraid of major challenges, including hosting the Tianguis Turístico:
“For us, it would be fabulous. I always talk with presidents of chambers of commerce and institutions to tell them: ‘Why don’t you consider Aguascalientes?’ The 32 states have impressive wealth that can help decentralize major events. We are one of the safest states, we are in the center of the country, and we love welcoming everyone the way they deserve to be welcomed.”
So now you know: if you are looking for a destination with top venues, excellent security, and a great range of options for your next projects or business trips, Aguascalientes has its doors wide open.
Source: dondeir
