ECONOMIC INFORMATION

POTENTIAL MARKET

The consumer market in Baja California is one of its greatest attractions. Growing interest in visiting the State has created needs that require larger infrastructure and tourism facilities.

On of the decisive growth factors for tourism in Baja California is its vicinity with one of the most important markets in the world: The state of California in the USA.

Among the states that are close in the United States of America: California, Arizona and Nevada where more than 40 million people with high incomes live. Potential tourists from these states have rest and recreational needs but, above all, they are attracted by a city that has a different culture and traditions.

The local market has close to 3 million residents, which represent an interesting number of consumers.

The neighboring state of Sonora has 3 million residents, quantity that makes it even more appealing.

Segmentation by interest

It is important to point out that tourist growth goes hand in hand with quality variations in the demand and the development, as well observed as the rise of new tendencies that define a different breed of traveler: more independent, in search of autochthonous experiences, with a high degree of environmental and social consciousness and able to recognize the true value of every destination.

According to the OMT, visits to large cities and the Sun and Sand tourists will remain, steady, segments with more demand, however, they will also have the biggest competition. Among the highest growing segments world wide, the following seem to excel:

• Tourism resorts and Integrated Circuits for long travel plans.

• Short vacations as a form of relaxation, related more each day with specific activities and interests.

• Tourism focused to the environment and to culture, covering two or more environmental elements: nature, outdoor recreation, fitness, history and being in touch with autochthonous cultures.

• Vacations that fit the measure according to the content and to available access starting from differentiated sociodemographic segments.

• Job incentive travel and conferences.

• Cruises.

In general, the behavior and preferences of travelers do not suffer drastic changes, they meerly evolve. This is why is it necessary to consider the importance of consolidating a traditional tourist offer, also preparing for changes mandated by the market pace, taking into consideration that the more you specialize the offer it will be necessary to establish more specific segmentation strategies.

Segmentation by Origin

It is important to point out that the internal demand, that would seem to be of little importance, is the factor that in many countries, with a great tourism capacity to compete, that has allowed them to grow and stimulate the activity until it reaches degrees of excellence and quality on a world wide scale.

Domestic tourism has, also, advantages in other areas of integral growth because of its important effect in fortifying national identity, self-knowledge and distribution of the income.

The position Baja California has with regards to the North American states of California and Arizona, and the behavior of the flow of visitors within the region makes it necessary to grant to the internal and intra-regional markets, a place of priority as far as tourism policies and strategies are concerned, considering the benefit-cost of the investment, commercialization and promotional strategies that will be generated, as well as in its effect on the regional integration that increases the competitive capacity of Baja California.

Tourists from the rest of North America represent a great opportunity because of their proximity and the growth towards the tendencies of a tourism more focused on nature and culture. Currently it represents more than double of the visitors from European countries, underlining the tourists that arrive from the United States which has had a steady growth.

There is no accurate information about the ethnic tourism that travels from North America to Baja California, yet this segment does represent an important opportunity and strengthens the identity of Mexicans who live in other countries.

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