The Secretary of Tourism of Mexico, Miguel Torruco Marqués, recently concluded a successful visit to the Netherlands from September 3rd to 4th, accompanied by the Ambassador of Mexico to the Kingdom of the Netherlands, H.E. Ms. Carmen Moreno Toscano. This initiative, known in Spanish as Operación Toca Puertas (Operation Knock on Doors), aimed to boost tourist arrivals from the Netherlands, enhance air connectivity, and encourage higher per capita spending by visitors.
As a key event, the Embassy of Mexico in the Netherlands organized a seminar and networking session entitled “This is Mexico”, which showcased the country’s tourism offerings. Secretary Torruco, along with state authorities and industry representatives, addressed over 100 Dutch tour operators and travel agents, presenting Mexico’s diverse and extensive tourism attractions.
Highlighting Mexico’s Tourism Potential
In his presentation, Secretary Torruco emphasized the crucial role of tourism in Mexico’s economy, and introduced the latest developments in tourism infrastructure, such as the Mayan Train, the Felipe Angeles International Airport (AIFA), and the Tulum Airport. These projects enhance accessibility across Mexico’s 279 destinations. He also spotlighted Mexico’s renowned beaches, major cities, and its unique cultural heritage, which includes 177 Magical Towns, 34 Magical Neighborhoods, 35 UNESCO World Heritage Sites, and various archaeological wonders. Special attention was given to nature tourism, adventure opportunities, culture, and Mexico’s world-renowned gastronomy.
Following Secretary Torruco’s keynote, representatives from the regions of Chihuahua, Yucatán, La Paz, and Los Cabos provided detailed presentations on their tourism assets. Additionally, Mark Mooren, Country Manager for the UK, Ireland, and Benelux at Aeroméxico, discussed the airline’s role in connecting the Netherlands and Mexico via flights from Amsterdam Schiphol Airport. The seminar concluded with presentations by René Luis Rodríguez, CEO of Ketzaltour, who showcased tailored tourist packages for the Dutch market, and David Figueroa Zurita, President of Bolt Media, who highlighted investment opportunities in Mexico’s growing tourism sector.
Strengthening Bilateral Cooperation in Tourism
Secretary Torruco also participated in several bilateral meetings with key Dutch stakeholders in the tourism sector. Alongside Ambassador Moreno Toscano, he met with Jos Vranken, Director General of the Netherlands Bureau of Tourism and Conventions (NBTC), where they exchanged best practices in international tourism promotion. They agreed on prioritizing the attraction of foreign exchange from tourism and increasing travelers’ per capita spending, moving away from mass tourism to avoid overcrowding in popular destinations.
Further discussions with Frank Radstake, Director of the Dutch Association of Travel Agents (ANVR), and Rob Oostendorp, Director of Product-Long Haul at TUI Nederland, focused on strengthening cooperation to boost Dutch tourist arrivals to Mexico. TUI Nederland, a key player, is among the top three airlines operating flights between the Netherlands and Mexico.
Enhancing Air Connectivity
As part of efforts to increase air connectivity, Secretary Torruco met with Mark Mooren of Aeroméxico, where they discussed the airline’s impressive role in facilitating Mexico-Netherlands travel. In 2023, Aeroméxico operated 34% of flights between the two countries, increasing to 36.3% in the first half of 2024. The Mexican delegation also held meetings with Egon Heini, Director of Government and Industry Affairs at KLM, and Hugo van Joolen, Director of Tourism Development and Commercial Alliances at KLM. KLM, which accounted for 52.1% of flights between Mexico and the Netherlands in 2023, reaffirmed its commitment to strengthening air links with Mexico.
During a visit to SkyTeam headquarters in Amstelveen, Secretary Torruco met with CEO Patrick Roux and the Corporate Management team to discuss the alliance’s global connectivity, serving over a thousand destinations across 23 countries with a capacity of more than 28.3 million seats projected by 2024.
Promoting Mexican Culture through Gastronomy
Mexican gastronomy, a key element in promoting Mexico’s cultural richness, was a highlight of Secretary Torruco’s visit. As part of the Reconnecting with My Roots initiative, the Secretary and Ambassador Moreno Toscano presented awards to 21 Mexican and Dutch chefs, restaurant owners, and entrepreneurs for their role in promoting traditional Mexican cuisine in the Netherlands.
Networking Reception and Closing Remarks
The visit culminated in a networking reception hosted by Secretary Torruco and Ambassador Moreno Toscano, which brought together Dutch authorities, representatives from Dutch companies with substantial operations in Mexico, academic and cultural partners, and members of the Mexican community in the Netherlands. Secretary Torruco extended his gratitude to the Embassy of Mexico in the Netherlands for their indispensable role in ensuring the success of this mission.
Tourism Statistics
In 2023, Mexico welcomed 96,711 Dutch tourists, a 5.2% increase compared to 2019, with an expenditure of $108.892 million USD, reflecting an 18.2% rise compared to pre-pandemic levels. The Netherlands advanced from the 21st to the 19th position among countries with the highest tourist arrivals to Mexico.
