Strategic Re-Positioning: Riviera Maya

My first visit to Mexico was to Acapulco on the Pacific coast. It was the seventies, disco was king and Acapulco was the singles hotspot.

A decade later I visited Puerto Vallarta, also on the Pacific coast for a more relaxed vacation.

Cancun and the Yucatan Peninsula started to gain popularity because of the sandy beaches, warm water scuba diving and proximity to Mayan temples.

Mexico as a winter escape vacation has long attracted northerners - especially Canadians. But it has always had lots of competition from the rest of the Caribbean and even the Southern USA.

However the biggest competition for Mexico as a tourist destination has always been the bad news stories. At one time the bad news was "Montezuma's Revenge" - the label given to the personal attacks of intestinal disruptions.

Then the illegal drug trade engaged and enraged the banditos of Mexico in violent conflict. That led to open and gruesome warfare between the gangs and with the police. Beheading seemed to be a favourite tactic of the gangs and it certainly grabbed media attention and frightened tourists.

How do you compete?

Change your name to shift perceptions. In 1999, the area on the east coast of the Yucatan Peninsula just south of Cancun changed the name from the "The Cancun - Tulum Corridor" to "Riviera Maya" or "The Mayan Riviera".

That was a smart move. That was simple, bold and effective Strategic Re-Positioning.

That name change was smart for three reasons.

1. Using "Riviera Maya" as the destination name distanced itself from the rest of Mexico. It's implying, "We're not like the rest of Mexico, we just happen to be an oasis of beauty within Mexico."

2. The term "Mayan Riviera" creates images and feelings of the real or original Riviera - the French Riviera. I've seen it in movies and had visited Nice on the French Riviera.

I recall my jealousy when a colleague announced that he was going to the "Mayan Riviera." At the time I didn't know the details but the name sounded so attractive.

3. "Mayan Riviera" leverages the history and culture of the ancient Mayan civilization. Curious that Mexico didn't leverage the value of the Aztec Civilization in its tourism campaigns.

I recently visited the Mayan Riviera for a wonderful vacation. It was so good that I eagerly anticipate my next vacation there. It lived up to my expectations of a Riviera experience.

For the Mayan Riviera, Strategic Positioning was as simple as selecting a bold new name.

It seems like many beach areas have followed the leaders. At last check there are at least a dozen beach areas around the world claiming the title of Riviera. Imitators always follow successful models.

For me there will always be only two - the French Riviera and the Mayan Riviera.

Strategic Re-Positioning could be as simple as changing your name.

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